Founded in 2012, naTemat is one of Poland's leading digital-native news publishers, reaching audiences through its news platform, YouTube channels and social media. In recent years, the company has made video a central part of its editorial strategy, investing in studio production, podcasts and platform-native formats.

In this interview, head of video content Paweł Orlikowski explains why successful newsroom video is about more than publishing at scale, how shorts and long-form content complement each other, and why authenticity and audience engagement matter more than simply producing more videos.

Q: Let’s start with the basics. How is video production organised in your newsroom today?

PO: We're still in the growth phase when it comes to the technical team. Right now, five people handle production, editing, realisation, and studio operations for our editorial content – by which I mean our own signature programs and podcasts.