Top Story

e4m_logo.png

Home >> Digital >> Article

Firstpost's 5 hour long live digicast on Facebook sets record

24-May-2016
Font Size   16
Firstpost's 5 hour long live digicast on Facebook sets record

Last month, when Facebook introduced its live video feature which allows people to use their smartphones to record and share snippets about their lives, Firstpost decided to make the best use of this feature by creating videos on various genres of news for its audience.

During the Assembly Elections 2016, when the Bharatiya Janata Party created history for itself by breaking new ground with its Assam win and its long awaited account in Kerala, Firstpost made its own record with its path breaking five hour long live digicast on Facebook.

“Readers know Firstpost for its razor-sharp views, opinions and analysis that hit the website no sooner than events unfold. But video is the new cool for digital content consumption. Firstpost embraced this new trend as well. From 8 am when counting began, to noon, when the trends became clear, Firstpost brought news and views to its audience live from our make-shift studio,” said BV Rao, Editor, Firstpost in a note on its Facebook page.

Watch video here:

https://www.facebook.com/firstpostin/videos/vb.165818073477856/1096857540373900/?type=2&theater

The digicast, called ‘Decode 2016’, which beamed election news and views on firstpost.comand Facebook Live, managed to garner a staggering reach of 6.18 lakh viewers on the latter’s platform alone.

A make-shift studio was set up in less than a week and caffeine-fuelled staffers – who had never seen the insides of a studio or production control room (PCR) – were trained to deliver quality news broadcasts. Graphics, ads – paid and promos – multi-location reportage, talking heads, live-visual grabs, helped deliver videos that could be matched to television quality. As anchor and director of the show, senior journalist Rupali Mehra was the only external consultant.

With the initial reaction being phenomenal, Firstpost will use this as a regular feature. “This was on a trial basis, to test the technology. Now that it has withstood such a big stress test, we will be using this more often, for sure. We are now in the process of procuring the technology,” said Rao.

To add to its laurels, Facebook also complimented Firstpost for making the best use of Facebook Live, globally.

Another win for ‘Decode 2016’ was that the digicast happened with commercial ad breaks.

Given that the Firstpost Decode series is a two-way engagement in real time, the number of unique viewers can be seen, where the viewer is not left out, the shares and comments are visible and the likes are transparent. All the metrics are clean and efficient.

Firstpost is one the first media houses to try various formats with Facebook Live. 

The Firstpost team kept adding new elements like aston bands, graphics, visual overlays etc. They kept testing their digicast on a closed Facebook page till they achieved a degree of proficiency with mixing visuals and confidence that this could be done on scale.

Their efforts paid off  with five full hours of live digicast with the full complement of visuals, graphics, live ticker, live election tally cards (for all five states), story packages, live talking heads in six locations including New York and full blown commercial breaks.

The updated reach figure is 7,91,230 for Decode 2016 digicasts as of now.

Tags Firstpost Bharatiya Janata Party BV Rao Rupali Mehra

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular