How Dagbladet integrated video

Posted by Jean Yves Chainon on November 12, 2007 at 11:34 AM

Dagbladet, in Norway, has fully integrated video in its website, including user-generated content, promotional trailers, and even video as a mobile phone service.

When video was introduced to Dagbladet’s site in 1999, too few Norwegians had broadband access to make it worthwhile. But with a successful second try in 2006, the paper now employs four fulltime staffers to produce about 60 videos per week (this is newspaper-produced videos as well as footage from news agencies).

All videos are integrated in the text news page about the story. All videos have pre-roll ads.

Dagbladet now is at the forefront of video usage, featuring promotion trailers for cinema features and offering mobile video to users.

The paper even launched a YouTube-like site for users to upload their own videos (see The Orange County Register's use of user-generated videos). Although YouTube will remain the choice destination for users to upload content, said Dagbladet TV manager Ole Werring, Dagbladet.no generates sufficient traffic to draw users’ input (the website counts 3.9 million unique monthly visitors, in a country of 4 million).

Thanks to its emphasis on video, the paper now also collaborates with Norwagian television news organizations to produce video news content.

Source: Digital Deliverance through IFRA Executive News Service