Over the next few months, I’ll be speaking with various executives across the television and film world to discuss their interactive strategies. If you’re interested in learning more, sign-up for our newsletter.
Copyright: Associated Press
The Associated Press is one of the leading news organizations in the world, providing content to thousands of publications. I had an opportunity to speak with Lou Ferrara, VP & Managing Editor for Sports, Entertainment, Lifestyles and Interactive at the Associated Press.
What did the AP do this year for the 2010 Games from a digital perspective?
The AP introduced a number of new efforts this year across the board. This year, the AP had Facebook and Twitter profiles. The Twitter profile was broadcasting messages from a variety of different perspectives — journalists and atheletes.
For the first time, the Associated Press also released it’s customer-facing white-label product — http://wintergames.ap.org. Content and sections on this site could be embedded by member organizations.
In terms of content, the Associated Press had the second-largest coverage of the 2010 Olympics after NBC. The AP was also publishing content across a wide range of topics — ranging from breaking-news to the culture and life at the games.
How did the coverage of the 2010 Olympics differ from the 2008 Beijing Olympics?
The largest difference in 2010 was that the desire for content from a consumer perspective had completely changed. This year, there was much more interest in personality and life at the games. Another aspect from a content perspective was to produce and distribute content that other outlets were not covering.
Estimated staff at the 2010 Olympics?
- 120 journalists.
- 30-35 support staff.
Podcasts and original content for the 2010 Olympics?
With the introduction of social media, podcasts have reduced in popularity. For the games, the Associated Press created a hosted web show to highlight the Winter Games.
Using high-quality still cameras with video capabilities?
The Associated Press is using cameras such as the Canon 5D Mark II that produce high quality photos and videos. While these cameras haven’t had a big impact yet, it’s predicted that these cameras will play a significant role in the near future.
Content for three-screens:
Producing content for 3-screens is still a challenge. For portable and mobile devices, such as the iPhone and the iPod touch, it’s acceptable to deliver lower-resolution files. However, for larger screens and HDTVs, a lower-resolution product is unacceptable.
The future of white-label products?
At this point, the AP is exploring what customers and consumers want. However, the viability of such products is still unknown. It takes time to analyze market needs and offer customer and consumer facing solutions.
Biggest challenge in the interactive space?
The biggest challenge is figuring out what’s going to work for the end-user. What do they want? Success largely depends on what the consumer needs. With the rapid progress and innovation in the social media space, it’s essential to stretch boundaries and experiment with various ideas and products.
Next step in the product deveopment enhancement?
“To keep going and to keep going faster.” Media and technology are both evolving and changing on a daily basis. Therefore, for the AP, it’s essential to keep pushing new products to the market — including determining the sustanability and viability of the different markets.
Breakthroughs at the 2010 Games:
- First customer-facing website.
- Enhnanced social-media involvement and engagement.
- Hosted video show on a daily basis.
- Better technical products and reach via web and mobile.
