Streaming media may have started with elevator music in the 1930s, but today it has expanded to live streaming of events over the Internet. News organizations are trying to tap larger online audiences by live streaming newsworthy events. Their experiences may embolden public affairs managers to join the parade.
CFM’s most recent Under the Dome blog post reported how CNN, MSNBC and other news outlets provided real-time coverage of the March 28 Capitol shooter incident by live streaming video shot with smartphones by people trapped in the building. Other news organizations are experimenting with live streaming the news in a less ad hoc manner.
Poynter.org’s Benjamin Mullin shared the experiences of four different news outlets that are experimenting with live streaming via Facebook Live, a two-month-old channel that gets a news feed preference in the social media site’s algorithm. The early trials are pretty impressive and suggest live streaming news will become more prevalent.
Here are excerpts from Mullin’s piece about NPR, The Verge, BuzzFeed and KXLY-TV in Spokane:
The public radio network live streamed its political coverage of the so-called “Mega Tuesday” election results on Facebook Live after producing a video that it posted on Facebook after Super Tuesday voting. Lori Todd, an NPR social media editor, told Mullin that the live streamed coverage drew “thousands more comments and seven times the view duration.” The Mega Tuesday feed lasted 34 minutes.
Todd said live streaming allowed NPR to reach highly engaged fans as questions from the Facebook Live audience were used in the broadcast. “Facebook has built the tool to be accessible to the most people possible – all you need is your phone and the Facebook app,” she added.
The Verge – a Vox-owned American tech news and culture network – has applied live streaming with Facebook Live to product release announcements for the Galaxy S7 and iPhone SE and in-office question and answer sessions. It has used the technique to demonstrate the security risks of New York Wi-Fi hotspots and test new Oreo flavors. Vox reports its live streaming experiments have attracted a “large video audience” with only a “small time investment from producers and writers.” It also has boosted Facebook page reach, Vox says.
Through its multiple Facebook pages, BuzzFeed has conducted 70 live streaming videos, including its Tasty’s Fondue Party that Mullin said “racked up 5.2 million views and thousands of comments.” Encouraged by early results, BuzzFeed is doing its homework “to learn more about live – what type of content our audience enjoys live, how we can use live in new and different ways, how we can interact more with our audience by creating live content.”
An ABC affiliate in the smaller Spokane news market, KXLY-TV has toyed with live streaming to give viewers a behind-the-scenes look at its newscast, conduct a live Q&A with its sports director and cover a press conference “about a man who shot a pastor.” Station officials received positive feedback from viewers who appreciated hearing firsthand what was said by law enforcement spokesmen about the troubling incident.
Melissa Luck, executive producer and director of social strategy for the TV station, told Mullin, “It has given viewers a chance to interact directly with our reporters and anchors and it has benefitted both sides of that video stream interaction. People like watching things as they happen."
The relative simplicity and low technology threshold posed by live streaming creates intriguing opportunities for issue managers and crisis counselors. A video production showing how a complex process works may be less believable than watching a spontaneous live-streamed demonstration. Video from the scene of an environmental spill that is placed on Twitter provides a timely update, but live coverage of spill remediation may be more reassuring and less suspect.
Some of the live streaming pioneers report squeamishness about events “being suddenly broadcast for the world to see.” While understandable, “live streaming” is already out of the bottle as people with smartphones become reporting genies on the spot. Mastering these emerging tools is just another way to keep up with the competition of sharing news – and telling your story.