World Media Economics and Management Conference 2016

Online Video is a promising product option for newspapers, whose traditional business models are under pressure. However, the introduction of new media forms in newsrooms frequently meets resistance. Therefore, a coherent execution of innovation and change management is needed to successfully integrate online video production and distribution into the existing production routines. Bases on a qualitative, multi-method research design carried out in five of Germany’s leading newspapers, the study examines the approaches companies take regarding strategy development and implementation (organisation, staffing/building competencies as well as communication/leadership and organisational learning). We find that editorial needs and approaches to problem solving clearly dominate. Further optimisation potentials include a better documentation of strategy, assumptions and goals (also enabling learning and refining in later stages). Competencies are largely built inhouse, limiting the speed of adopting online video. Additionally, existing organisational features tend to be reproduced at first, leading to coordination and communication issues. The study finally highlights the crucial roles of individual ‘change agents’ that drive adoption and diffusion of online video capabilities throughout the organisation.