I’m not sure what this does for the brand image of ITV as a big player, but it may be seen as a means of making the service feel more accessible and “ordinary”. I don’t have a problem with this especially if the journalism stands out as being excellent. ITV‘s great strength in Yorkshire is its approachability in my view.
The great news is that for any aspiring journalists, you can create a news website which follows this model and uses these very tools. The next step, I imagine, is to encourage the participation of citizen journalists in ITV’s news coverage – a step we began to take when my team established ITV Local Yorkshire a few years back but proved too expensive at the time.
Another interesting aspect is that if you have a Vimeo account you can get statistics about how many people have viewed the videos and for how long – introducing a daring competitive element.