Building A Video Channel: First Steps

Media companies need to look beyond traditional news formats if they want to build an audience in the digital era. One way for newspapers to capture younger audiences where they live — mobile devices — is to build an online video channel. But that path is not easy. Doug Bennett, CEO of Ballantine Communications: “The challenges in building a new channel from scratch could only be overcome by focusing on relevant content creation and by providing local advertisers with strong opportunities to market to these prospective customers through video.”