Despite the recession, video remains vital comms tool

Companies providing video are finding continued demand for their services, even as the economic recession persists.

Companies providing video are finding continued demand for their services, even as the economic recession persists.

For instance, BitGravity, a company that provides live broadcast services and other digital assistance, created a live feed of a press conference on April 3 for the David Lynch Foundation, which promotes meditation education. The event was closed to the public, but the live video extended its reach.

“If you have a press event with a global message, there's nothing better than a live conference,” explains Mari Mineta Clapp, president of MMC Communications and marketing consultant for BitGravity.

For companies with budget restraints, or corporate executives who want to deliver a message to employees, video also reduces travel expenses. For reporters covering breaking news, live broadcasts mean there's no lag time.

“When you're in a business, as these media companies are, where the existence of a print publication is being threatened, limiting travel expenses is going to be one of your priorities,” Clapp adds.

Video can also be reused, stretching marketing dollars even further.

“When you have video in your arsenal, that footage can be repurposed,” says Maya Burghardt, SVP and Los Angeles GM for On the Scene Productions. “It's almost like creating your own library that you can use time and time again.”

Recession or not, consumers and the media now expect companies to communicate with them via video. Shoba Purushothaman, chairwoman and cofounder of The NewsMarket, points to Facebook and Google as examples, which have used video to teach consumers about various new features on their sites.

“It's a how-to for their products,” she says. “[It's] the concept of creating finished content to educate people. It's not just b-roll anymore.”

Key Points:

Even in a recession, video is a preferred method of communication that audiences expect their organizations to provide

With budgets tight at media outlets, video allows reporters to cover stories while cutting travel expenses

Video can be repurposed, which gives organizations more value for their money

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