A Discreet Monopoly

image courtesy of ITN website

By Toby Coaker

The growth of multi-platform journalism has been discussed vociferously in earlier posts.

The Internet has long offered a platform to unconventional media organisations (such as Demotix), local newspapers etc. to create their own video journalism.

Therefore a conventional wisdom has emerged declaring that traditional news organisations will increasingly occupy a diminished share of the online broadcasting market.

Yet professing that newspapers and other media platforms are forging their own original online video content is, in certain cases, simply not true.

One broadcasting stalwart is refusing to give up its share of the market to online rivals.

ITN has been extending its reach across the Internet, incessantly making sure its journalism reaches a larger audience whilst, at the same time, growing its profit margins.

Over a short period it has established a portfolio of partners to whom it supplies rushes and packages: Metro, MSN, AOL, The Daily Telegraph, The MailOnline, The Daily Express, The Daily Star…

Only two years ago Telegraph TV was making its own current affairs discussion programmes. Now, it offers only hard new packages using rushes distributed by ITN.

Behind this machine is subsidiary ITN Productions. Launched last year, t describes itself as ‘a central  creative hub producing content for the broadcast, online, mobile and corporate sectors’. As well as creating content, they offer clients ‘award-winning studios and graphics teams for hire’.

Perhaps this is the main selling point: ‘finding new ways to create exciting content tailored for any audience’.

ITN Productions has recently announced the launch of a Youtube Royal Wedding Channel. It will be a focus of all news content on the build up to the April event.

For a while the Internet has been changing the manner in which news is consumed. Niche interests are being satisfied to the detriment of broader news consumption.

ITN, one of the UK’s few conventional news structures, has joined this revolution. Its prevalence and continued expansion in online journalism is proof that traditional broadcasters are still the best at making and distributing video journalism – by computer AND television.


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