Online Journalism News

Trinity Mirror launches YouTube channels for its regional newspapers

Trinity Mirror has launched a series of branded YouTube channels for the video content of its regional newspapers.

As part of an ongoing redevelopment of its portfolio of web titles the publisher has launched 20 channels on the video-sharing platform, each branded as a companion to one of its local or regional newspapers websites.

"It's very much in its infancy but the aim is that every video we put up on our sites will be put into YouTube," Jessica Healy, online marketing manager for Trinity Mirror Regionals, told Journalism.co.uk.

"We've got 20 live at the moment, but we are launching new sites all the time. Every new site that we launch, we set up the functionality [to automatically upload videos] and encourage them to use it."

The publisher is part-way through a project to intensify its online presence by bringing online smaller titles without an existing web presence, relaunching older websites and developing companion for its leading big city titles sites away from its IC portals.

Currently, between one and three new or revamped sites are launched each week.

As part of this redevelopment, each title that produces web video content will also launch an accompanying YouTube channel.

The first title in the group to develop a branded channel was Liverpool Daily Post - going live in May. Channels launched since include Liverpool Echo, Huddersfield Examiner and Teesside Gazette.

The publisher used the YouTube API, through which developers can change coding of the video sharing website to suit its own needs, to adapt its group-wide content management system so that videos can be uploaded to new YouTube channels through a single button click.

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