The TV school
2020 Finalist

The TV school

Expressen

Stockholm, Sweden

Category Best New Initiative to Enhance Corporate Culture

Overview of this campaign

Expressen TV is a vivid, fast-growing part of Expressen - a print tabloid that dates back to 1944. During the past few years, Expressen TV has set the goal of being the “future of TV news”. Media consumers get more and more used to getting live TV images from news events, almost as-they-happen. With this is mind, we wanted to step up our TV journalism skills even more. Also, a lot of print and digital reporters had expressed a strong wish in becoming better at making and understanding video journalism. 
Therefore, in early 2019 we launched the "TV school"; a project with the mission to give all Expressen journalists better tools to enhance their video storytelling. 

The objectives:
*We wanted TV to be a natural part of our storytelling
*We wanted everyone to “think TV” and make TV
*TV should always add extra value to the viewers
*Everyone should learn the basics in video editing 
*Everyone should learn the basics in video storytelling
*Everyone should feel comfortable behind and in front of the camera
*Everyone should be able to make videos for the mobile siteThe project was the start of a collaboration with

Wochit, a video platform “for beginners” that everyone could log into on their computer. The Wochit interface is user-friendly and based on a “drag and drop” template. That way, the journalists could focus on their content and creativity, rather than having to deal with new technical challenges. The Wochit template made it easy for everyone to start making “explainer videos” that could be used in many articles on the topic.
We also expected to see a positive effect on Expressen’s mobile site, which is Expressen’s fastest-growing platform, as a result of this project.The 300 journalists were divided into small groups of 6-8 persons, with at least 2 Expressen TV educators. 

The workshop (two occasions) focused on:
*Storytelling - this makes a news video great. This is how you, by small means, make great content.
*Wochit - getting to know the work tool.
*Work flow - how to find the right material, image rights.
 In the courses, the participants got to make at least one Wochit video.  
*For supervisors: Quality of the videos, publishing.
*Field work: How to make video content with the mobile phone.
*After Effects, voice-over and more (for the TV journalists)


Results for this campaign

*300 journalists at Expressen and regional editions GT and Kvällsposten were educated in video storytelling. 
*120 educational occasions
*Everyone was involved, no matter their work of field or the length of their employment.
*The project was initiated in February and lasted until summer.
*The reactions were overwhelmingly positive. Several participants started making videos that were published on site, the very first day of the course. The project had a teambuilding effect on all of the team.
*Many journalists with many years of print experience appreciated to learn brand new skills.
*A lot of the Wochit videos were made specifically to suit Expressen’s social media platforms, with successful outcome. 
*The many “explainer videos” have added up to Expressen TV’s total amount of videos-on-demand. The “explainers” have been used in multiple articles on the site.
*As we had expected, we could se a positive effect on the mobile site. When the project was finished, the participants continued making “explainers videos” which increased the total number of videos on site. The video completion rate increased by 19 % in October-December compared to January-March 2019.


Contact

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