Hanna Kouri, channel director at ISTV, talked about ISTV's online video strategy and outlined the key factors for achieving success with video content, at the recent news:rewired digital journalism conference.

1. VIDEO ON THE MOVE
16th of July 2015 Hanna Kouri
@KouriHanna @newsrewired

2. ISTV – WHAT IS IT?
 IIta-Sanomat is part of Finland’s biggest media group Sanoma Media Finland.
with tv- and radio channels, magazine publisher, newspapers and new businesses
& start up’s.
 llta-Sanomat is the largest news media in Finland, weekly reach 2 450 000.
 IS has rapidly transformed from traditional tabloid into the leading multi-channel
media in Finland and is #1 in all its channels – including mobile.
 90% of the reach from digital channels: desktop and mobile. Mobile has exceed
desktop use.
 Digital sales are growing more rapidly than print sales are decreasing.
 IS slogan is “If it’s interesting it’s in Ilta-Sanomat”:
- we cover news, entertainment, sports , lifestyle and themes.
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3. THE FUTURE OF TV – ONLINE TV
 ISTV is the online video channel of itasanomat.fi
 Leading video channel in Finland with over 4 million weekly video starts
 Crucial part of IS multi-channel strategy
 Video content enriches the articles on the site
 Dozens of video clips produced and published daily
 10 weekly studio programs and mini serials
 Several live broadcast every day
 Live sport games (free and paid content)
 ISTV has hired videographers and IS editors have turned into video reporters
 ISTV and every editorial department produce video content as a part of IS multi-
channel strategy
 ISTV distributes video content from other Sanoma units
 Video content from news agencies, production companies , freelancers…
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4. CRITICAL SUCCESS FACTORS IN ONLINE VIDEOS
 Online native video content
- Don’t force feed, cheat with topic or do print on video. Show, don’t talk!
 Cost efficiency in production
- Don’t buy a tv-company and produce b-class tv-shows. Get out of the studio!
 Multible video sources and variety of processes
- Take off your shoes! You can’t do this without getting your toes wet…
 Video as key part of the strategy
- If you are not going to invest in it, don’t do it. It takes too much time, effort and money.
 Unmanaged change and constant development
- Get used to it and run as fast as you ever can! You’ll have time to sleep in few years.
 Content, technology, analytics and commerce
- Say hi to your new best friends. You will work with all of them 24/7. ”Videos don’t work”.
 Talent, passion and professionalism
- It will be the hardest thing you have ever done but the work will pay off!
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5. HOW TO MAKE IT ON MOBILE
 On the end it’s all gonna be mobile…
 Mobile first strategy: If it doesn’t work on mobile, don’t bother to do it at all
 All the formats work: It doesn’t have to be short or without the voice
 It must be relevant! Video point of view, topic and the content
 The right timing is everything. Plan a publishing clock based on the analytics
 Create formats for different types of content, but don’t get stuck on those
 Define what is your key competitive advange and learn how to do it on video format
 It’s all about journalism, you know how to do it!
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6. QUESTIONS & COMMENTS, PLEASE?
Thank you!
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