Mobile First, Video First
Barbara Maushard and Ernesto Mourelo: Mobile first, video first
Jan 28, 2015
Barbara Maushard
VP of News, Hearst Television
Barbara Maushard is vice president of news at Hearst Television Inc., where she leads the company’s news product on the air, online and on mobile platforms.
Between 1997 and 2008, when she moved to Hearst Television’s headquarters, she worked at four Hearst stations. She began as executive producer at KMBC-TV, Kansas City, where she was part of the team that won a Society of Professional Journalists award for breaking news coverage, and traveled to Cuba to co-produce special coverage of the Pope's visit.
She has served as news director at three Hearst stations. Under her news stewardship, WISN-TV launched seven and a half hours of local news programming and was honored with a Peabody and a national Edward R. Murrow award, among others.
Ernesto Mourelo
Executive Digital Media Manager of Editorial Operations, Hearst Television
Ernesto Mourelo is a journalist with nearly two decades of experience working in television and digital media. He got his start as a video editor and producer in Colorado before moving into management roles in San Diego, Los Angeles, Cincinnati and most recently New York, where he leads the editorial efforts for Hearst Television's digital properties.
VP of News, Hearst Television
Barbara Maushard is vice president of news at Hearst Television Inc., where she leads the company’s news product on the air, online and on mobile platforms.
Between 1997 and 2008, when she moved to Hearst Television’s headquarters, she worked at four Hearst stations. She began as executive producer at KMBC-TV, Kansas City, where she was part of the team that won a Society of Professional Journalists award for breaking news coverage, and traveled to Cuba to co-produce special coverage of the Pope's visit.
She has served as news director at three Hearst stations. Under her news stewardship, WISN-TV launched seven and a half hours of local news programming and was honored with a Peabody and a national Edward R. Murrow award, among others.
Ernesto Mourelo
Executive Digital Media Manager of Editorial Operations, Hearst Television
Ernesto Mourelo is a journalist with nearly two decades of experience working in television and digital media. He got his start as a video editor and producer in Colorado before moving into management roles in San Diego, Los Angeles, Cincinnati and most recently New York, where he leads the editorial efforts for Hearst Television's digital properties.
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Mobile First, Video First
The Growth of Mobile
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Page ViewsWeb Site Mobile
The Growth of Mobile
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VistorsWeb Mobile
The Growth of Mobile
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12
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Mar
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Apr-1
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May
-12
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Video ViewsWeb Mobile
The Origin of Video
Video
NewscastsMobile Other
The Origin of Video
Video
NewscastsMobile Other
We’re still very traditional
Becoming Untraditional Unused raw video
Becoming Untraditional Unused raw video Still images to help tell a story non-
traditionally
Becoming Untraditional Unused raw video Still images to help tell a story non-
traditionally Repackaging content
Becoming Untraditional Unused raw video Still images to help tell a story non-
traditionally Repackaging content
◦ Others are already doing this with our video◦ Legality is in question
Becoming Untraditional Unused raw video Still images to help tell a story non-
traditionally Repackaging content
◦ Others are already doing this with our video◦ Legality is in question
Content tailored for mobile
Reality Check
People are still watching TV
Reality Check Live TV
◦ ~80% Time shifting
◦ 7-12% of viewing Online and smartphones
◦ ~11% of viewing
Source: Nielsen
Who is Watching Video?
TV Online Smartphone0
10
20
30
40
50
60
70
% of audienceTotal in Millions
P 18-34
Source: Nielsen
Here’s Who You’re Going After
TV Online Smartphone0
5
10
15
20
25
P18-24
P18-24
Digital Penetration Households with smartphones
◦ 67% Households with tablets
◦ 31% Households with Smart TVs
◦ 17% Households with game consoles
◦ 46%
The Evolution Determine workflow
The Evolution Determine workflow What roles in your newsroom have
downtime?
The Evolution Determine workflow What roles in your newsroom have
downtime? Identify skills needed to help you hire
The Evolution Determine workflow What roles in your newsroom have
downtime? Identify skills needed to help you hire Establish new deadlines
The Evolution Determine workflow What roles in your newsroom have
downtime? Identify skills needed to help you hire Establish new deadlines Commit to training & retraining
The Evolution Determine workflow What roles in your newsroom have
downtime? Identify skills needed to help you hire Establish new deadlines Commit to training & retraining Establish criteria for evaluation
Making Video First Pick stories that appeal to a younger
audience
Making Video First Pick stories that appeal to a younger
audience Quality, not quantity
Making Video First Pick stories that appeal to a younger
audience Quality, not quantity Be nimble, strike with the story is hot
Making Video First Pick stories that appeal to a younger
audience Quality, not quantity Be nimble, strike with the story is hot Determine what you can stop doing in order
to accomplish goals
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