WSJ launches new political video show

Jeff John Roberts of PaidContent.org writes Friday about “DC Bureau,” the latest addition to the Wall Street Journal’s ever-expanding collection of live video offerings.

Roberts writes, “DC Bureau, which comes across as a casual version of a Sunday talk show, will air for half an hour every Friday. Meanwhile, the Journal’s rival, the New York Times, is carrying out its own push into political TV. The Times has recently adapted its daily TimesCast broadcast so as to offer a ‘Politics Live’ show twice a week.

“The political offerings are just part of an ongoing push by the country’s two premium newspapers to leverage their brands in the video space. Video is enticing because it still commands high advertising premiums at a time when traditional display ads continue to swoon.

“As we’ve described before, the Times and the Journal appear to be pursuing two different strategies in the video space. The latter is using a shotgun approach that consists of putting as much video on as many platforms as possible. The Journal’s WSJ Live now has 11 regular shows, including newly launched Asia Today and paper spin-off Off Duty, on 18 platforms such as the X-box, the iPhone and a dedicated YouTube channel.”

Read more here.