Editor’s note: INMA’s European Media Conference in Budapest, Hungary, explored what media executives need to know now to put transformation into practice. This video is one in a series showcasing the most important messages from the conference.

Hanna Kouri, channel director at Sanoma Media’s ISTV, sees news media companies making three mistakes when it comes to video:

1. Waiting to get started until everything is ready: “It’s never going to be ready. You have to start doing and learning.”
   
   
2. Copying how other media companies are doing video: “You have to think why your readers come to your site and why do the read your newspaper? Then you have to learn ... how to do it in video format.”
   
   
3. Copying TV: “It doesn’t work.”