As part of a move to increase its audience, Archant Anglia is putting heavy emphasis on video in the form of Mustard TV.

It hasn’t been an easy transition, according to Bob Crawley, publishing director at Archant Anglia.

“We’ve been telling stories in print for over 150 years,” Crawley said. “We think we’re pretty good online. But like many regional/local press in the U.K., we’re very poor at video story-telling.

“Previous attempts at journalism meant thrusting a camcorder into a journalist’s hand and telling them to get a clip for the website. The result of this was a cupboard full of unused camcorders and worse, when they were used laughably.”

But during the past 16 months, a transformation in the newsroom has taken place, thanks in part to winning a TV licensing agreement. Archant are embarking on a new journey to create interactive television on the Web.

“The real stars of what we’re doing are not the managers, not the editors, but the dozens of journalists who are learning to script, present, and in some cases edit packages as part of their daily routine,” Crowley said.

Much of this transformation came in the form of encouraging and training traditional journalists to use their iPhone to record video.

“There’s no doubt video storytelling is the future,” Crawley said.