Newspapers Find Online Video Niche - 6/11/2007 - Broadcasting & Cable

Newspapers Find Online Video Niche - 6/11/2007 - Broadcasting & Cable: "In the race to capitalize on the popularity of broadband video, newspapers are continuing to take a page from TV stations’ playbooks by producing increasingly sophisticated newscasts and other Web programs. And although the newscasts may not pose a threat to stations’ ratings, newspaper executives are hoping they will help secure their lead over broadcasters in the battle for local ad revenues on the Web. Indeed, stations have been aggressive with their own online plays; last week, Hearst-Argyle Television announced a deal with Google to run local news on dedicated YouTube channels. But when it comes to online advertising, papers have the upper hand: According to a study from Borrell Associates, they control 36% of all locally spent, online advertising, well ahead of TV stations’ 7.7%. And although newspapers have long offered Web video, they are turning to newscasts to grow that online stake. The Roanoke Times offers a daily afternoon program produced in a new multimedia studio and control room. The Naples (Fla.) Daily News produces 30-minute daily “VODcasts” on its online channel, Studio 55. And Gannett’s Wilmington, Del.-based News Journal offers the twice-daily Delaware Online, which features a dedicated Web anchor. "