The Wall Street Journal has launched 'WSJ Live', an app that will greatly expand The Wall Street Journal Digital Network.
The WSJDN previously streamed around 4 hours of daily live programming on the WSJ website; but with the advent of this app the network is taking a leap forward, as its content can now be accessed onthe iPad, on the cross platform home theatre PC system Boxee and also via a range of internet TVs from manufacturers such as Sony, Samsung and Panasonic. Additional distribution channels will be added in the coming weeks, including Google TV, Hulu and the Hulu Plus subscription service, Roku, a press release said.
"This is the latest evolution of our 'Journal Everywhere' strategy, an initiative that is particularly original because of the innovative advertising opportunities we're opening up across so many new distribution platforms," said Alisa Bowen, general manager of The Wall Street Journal Digital Network, in a press release detailing the motives behind the video app launch.
The advertising opportunities specified in the release are pre-roll and mid-roll ads of 15 or 30 seconds. As well as increased advertising opportunities, the purpose of the launch is clearly to increase exposure of WSJ journalism.
As MediaDecoder points out, while the expansion emphasises the growing importance of video and multimedia journalism, even within those organisations that have an established tradition in print, it also puts them in competition with news networks of a different nature. Now The Journal is squaring up to oponents like CNBC, the biggest American TV business news network - with whom WSJ already has a contract - and even with Fox Business, a network owned by its parent company.
The WSJ programs are slightly removed from the make up, hairspray and bright lights of American TV studios; the presenters are reporters - not famous anchors. The Journal is taking a gamble that its audience will be want to watch its very own staffers live on screen instead of just in print. The proposition is more tempting considering that WJS Live is currently free to watch.
If WSJ Live makes a splash, could this be the first of more newspapers making the expansion into video?