Why video online sucks

Pete Clifton, the head of BBC Interactive, says stop doing standups that suck:

"What irritates the hell out of people is if they click a story which says 'Britain buys 100 new tanks for the war in Afghanistan' they then click on the video and it's just a bloke standing in Whitehall saying 'they’re going to buy 100 new tanks for the war in Afghanistan'. The viewer could say 'you've wasted my time'.

"We have done a lot of that. We have put up hundreds of pieces of video on the news site and too often they have replicated what the story has already said.

"We should think more about what that page does in the round and come up with a piece of video that absolutely complements the text… we should do less video but be much more focused on how it works and give it a higher profile where it can work alongside the story."

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