In April 2007, French regional newspaper Le Télégramme launched an original online offer: a miniature, daily, television-type news report.

At the time, the experiment was hailed as most innovative in the French regional paper landscape. Has that particular format borne its fruits though?

Télégramme and JT Web

The paper built a studio within its newsroom at a relatively low cost, about €70,000 including two professional cameras, an editing console and lighting. The paper hired a professional broadcast journalist to produce daily video footage with professional standards (about one original report daily, sometimes two). The actual news show, dubbed 'JT Web', lasts about five minutes. It is staffed by four of the paper's journalists, who come from diverse backgrounds and desks, on a rotating basis. It is published every weekday at 5pm.

Each journalist compiles video content shot by the videojournalist, gets a share of his or her own footage or carries out short interviews with the paper's journalists, and serves as an anchor for the news report. Each underwent a 4-week training program. They attend the morning news meeting and pick out the stories that will have most visual relevance.

The JT Web has helped to expand Le Télégramme's multimedia coverage. However, the televised format of the JT Web has borne disappointing results traffic-wise. Of the roughly 40,000-50,000 daily unique visitors to the website, there are only between 1,000-3,500 video downloads, depending on the news event.

In these baby steps of online video though, editors shouldn't be excessively concerned by eyeballs, as the JT Web served more important purposes, helping to modernize the newsroom's culture.

Video fueled newsroom convergence

The 'JT Web' was launched with two main purposes. One was to "surf on the growing enthusiasm for video news coverage" that was emerging on all the major international news sites, said Olivier Clech, Digital editor at Le Télégramme. Secondly - and as importantly in Clech's view - the JT Web was a good way to engage in cultural change within the newsroom (which isn't integrated but Clech would like it to be), by creating curiosity amongst journalists.

"Video was a lever to trigger evolution," he said. It was both used to fulfill the audience's needs and made journalists " realize that multimedia was inevitable." This doesn't mean that all of the paper's 200 journalists will regularly produce multimedia coverage, but the JT Web was a good way to make them more Web-friendly.

For the last municipal elections in March 2008, the Télégramme organized diverse video coverage to complement its print and online stories. Video interviews were shot with editors of the paper's local editions ("100% print people") to discuss the details of the elections. On election day, the Télégramme gathered spontaneous reactions from voters and politicians, and provided video analysis from its main offices.



Newspaper video: towards on-demand, news YouTubes

According to Clech, the JT Web's televised news format was a good way for the paper to tackle video, since it required a rigorous and structured approach. But it doesn't fall in line with the expectations of the online audience, "which is a more of a consumer of short video sequences." Most Web users seek short and diversified on-demand clips. The JT Web may have also suffered from insufficient visibility on the homepage, lack of broadband penetration and a relatively slow server.

In the future, the JT Web could be scrapped, or perhaps the Télégramme will save this format for talk shows, profiles or select news items. The TV news report format simply doesn't bring enough people. And there seems to be a disconnect between waiting on videos of 'hot' breaking news until the 5pm news report, instead of publishing them immediately.

Clech couldn't give too many details, but the paper is working on its next set of video offerings, which could include a larger selection of on-demand video clips, which users could freely browse. Content would be more systematically indexed to make it easy for readers to find and share. Sounds familiar? Perhaps there could even be some participatory features...

Last but not least, Clech reminded: "Let's not focus on the platform, and instead keep doing our jobs." That's the secret.


Stay tuned for Part 2, with an interview with Ian Vaile, Director of Digital Productions at Fairfax Media in Australia.

Source: Olivier Clech, Digital Editor-in-Chief at Le Télégramme