August 13, 2013
Stringwire’s service
NBC News has acquired user-generated live video streaming service Stringwire in a move to herald more mobile content for the inside track organization across multiple mediums.
The goal behind NBC News’ acquisition is to present the inside track organization new digital means for newsgathering and collecting eyewitness accounts of breaking news. Stringwire is described as a non-public broadcasting platform for mobile live video that lets consumers install a channel which might be shared via social media to users who’re near a breaking news story.
“Stringwire will let us solicit and publish user-generated video in a frictionless way,” said Vivian Schiller, senior vp and chief digital officer of NBC News, Manhattan.
“We are exploring all the ways it’s incorporated into our products, from our on-air programs to digital platforms like NBCNews.com and BreakingNews.com,” she said. “We believe there are non-news applications in addition.”
Mobile news gathering
According to NBC News, Stringwire will allow the scoop organization to assemble content from eyewitness contributors world wide.
Once a Stringwire channel have been shared, consumers can take and shoot video straight from their mobile browser.
NBC News will reportedly enjoy the acquisition by arming on-the-scene consumers with the tools to capture exclusive bits of video that may then be repurposed by the media organization.
A screenshot of the Stringwire product
With the company’s acquisition, NBC News would be the first media organization to apply Stringwire’s technology to assist cover live events.
In addition to acquiring the mobile video technology, NBC can even bring forth Stringwire’s founder, Phil Groman, because the product lead for the project.
What is interesting in NBC News’ acquisition is that the corporate jumped on Stringwire before the company’s service has actually rolled out, pointing to the shift for large organizations to usher in startups to assist increase a company’s mobile presence.
Consumers who visit Stringwire’s Internet site can register to receive updates when the product is live, and Mr. Groman will exercise routine of NBC News’s San Francisco office to complete building Stringwire.
A screenshot showing how Stringwire is shared via Twitter
Changing newsroom
News organizations are undoubtedly stretched for time and cash at the present time, and over the last few years some news organizations have trusted social media to fuel content for breaking news stories inexpensively.
NBC News’ acquisition of Stringwire may also give the inside track organization a competitive edge because the company shall be ready to start creating content immediately while other news organizations should wait while sending out reporters and producers to the scene.
However, as more news organizations put money into mobile, consumers’ attention spans are decreasing.
In fact, new research from Localytics found that the choice of consumers who launch news apps grew 39 percent year-over-year from July 2012. This translates to the common consumer opening up news apps 25 times per 30 days, up from 18 a month last year.
The session lengths from news apps, however, was down 26 percent year-over-year, meaning that users want more instant, quick content than they’ve prior to now.
NBC News might want to use Stringwire strategically to extend retention in some way that gives consumers a powerful value proposition to attract consumers into using the product.
“NBC News has an enormous newsgathering operation, but we won’t be everywhere right away,” Ms. Schiller said.
“Stringwire allows eyewitness contributors around the globe to take part within the newsgathering process,” she said.
“This product wouldn’t be possible without mobile and social. It’s born out of those two present-day realities.”
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York
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