This announcement that the Telegraph has employed Shaun Gregory from Emap to develop new ventures in broadcasting, mobile and online, deserves more coverage than I see it getting.
It would indicate that the Telegraph has much greater ambitions as a pan-media group than have been revealed before.
Newspapers, broadly, have a great deal of good content which is daily poured over by radio and television journalists and used as the basis or background for reports on their own medium. Re-authoring this content onto other platform itself might be seen as a logical move by the Telegraph to extract more from their brand.
However, I hope they know quite how much producing even average quality (both editorial and technical) video costs. You need to get new skills into the production process, you need the cameras and equipment, you need time to edit and produce and if you are *really* going to capture the benefits right down the content creation chain, you need phenomenal forward planning.
There’s one last thing. You need a multimedia-capable infrastructure, which is something most British newspapers, being used to shifting text and still images around, do not have.