Programme: News Now
Ten years ago, if I asked you what ITN and The Daily Telegraph had in common, your answer would probably have been "not a lot". But fast forward to today and the answer is very different.
As revealed in last week's Media Week, the Telegraph has launched a new service called Telegraph TV, a portal offering video across various channels - news, sport, business and lifestyle, as well as a section called "On This Day".
The software powering the site is supplied by Brightcove, which is also in talks with magazine publisher Hachette to potentially offer video through its websites. From a consumer's perspective, the software is superb - quality video, super-fast load times and an easy navigation system.
But it is through the content provision that an interesting new relationship has been fostered.
ITN, experts at creating news bulletins, and the Telegraph, experts at breaking news stories, suddenly find themselves with a lot of common ground.
ITN provides the bulletins, which are then given a "Telegraph feel", and in return, the Telegraph allows access to its industry expertise.
There's little competition with regards to audience profile, hence the development of this symbiotic relationship.
Add to this the Telegraph's own video content (an excellent interview with David Cameron being a good example) and you have the beginnings of an entirely new outlet for the Telegraph brand.
Do consumers want this content and will they view it?
Time will tell, but what we do know is that the overheads are minimal and the potential audience is huge.
- Review by Robert Elms, activation group head, MediaVest.
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