The Independent has built its Independent Studio division into a revenue-generating multimedia engine, accounting for 20% of the newsbrand’s total revenue this year, according to a report published by WAN-IFRA.
The publisher accelerated its video strategy in 2020 by launching a standalone Independent TV section and adopting a monetisation-first approach to commissioning. “with the video content sitting across a variety of platforms, devices, and destinations,” Christian Broughton, then managing director and now CEO of The Independent, said at the time.
Investing in Tech and Talent
The multimedia push relies on an ongoing investment in professional studios, hardware, and automation software. Broughton explained that about 80% of the actual editing process can be automated, allowing newsroom staff to generate audio and video content without needing deep technical production backgrounds. Human oversight handles the remaining 20% of the production pipeline.
The strategy also involves recruiting external specialists whose native platform sensibilities differ from traditional newsrooms. Broughton highlighted the impact of bringing in external creators, pointing to YouTuber Adam Clery, whose football analysis channel ACFC operates out of Independent Studio and has grown into a major platform.
“You do need a good balance of external talent that you bring in, because the roles are different,” Broughton told News – WAN-IFRA.
Personality-led podcasts like “In The Room” form another pillar of the strategy. Broughton said that such shows depend entirely on the personalities of their hosts, with the newsbrand positioned second to the individual creators.
Optimizing Content for Platforms and Integrating AI into Products
To maximize distribution, the publisher tailors its audio and video specifically for third-party platforms. Broughton emphasized that content production works best when optimized for YouTube first before being clipped for distribution across other social platforms.
Beyond video and audio, The Independent has integrated artificial intelligence into its product development. Last year, the publisher launched Bulletin, an AI-powered news section designed for mobile readers. Built using Google’s Gemini and trained exclusively on the publisher’s own journalism, Bulletin operates with top-level human oversight.
“We’re just in development with our second business that would be launched off the back of using AI for great journalistic reasons,” Broughton told News – WAN-IFRA, adding that the organisation is actively incubating businesses that rely on the technology.
The discussion around these multimedia operations will continue on Wednesday, 25 November, during a WAN-IFRA webinar titled Multimedia Readiness of Newsrooms: Turning Investment into Execution, which focuses on executing long-term digital strategies.
