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Seeking new functionality, New York Times opts for HTML5

When it comes to visual content, HTML5 is the standard for sources such as The New York Times.

The online multimedia format war between Flash and HTML5 has bigger repercussions for the rest of the digital world. This is especially true in the case of HTML5, which can be used for a number of important purposes including cross-platform software creation. As more companies decide to back this standard instead of Flash, they are reshaping their visual offerings across both the mobile and desktop arenas. The relevance to content creators is great, as the reasons to convert from Flash to HTML5 are growing every month. Selecting a format could define a business's media output and, as such, it's important to watch developments in the industry world.

The new normal at The New York Times
A recent Beet.TV report revealed that The New York Times has opted for an HTML5 player for both the videos in its new travel series and the ads that play before them. As traditional news outlets struggle to retain their relevance in a fast-paced digital world, these types of initiatives could be hugely important to their producers. This means the tech investment is vital. The source noted that the Times has been working with HTML5 as its standard for new projects under development for years, with departments from editorial to interactive to sponsored content dipping into the technology.

One of the exciting elements of developing in HTML5, and perhaps one of the factors that is leading new users to the language, is the ability to integrate advanced interactive items. New York Times Product Management Director Sara Poorsattar told Beet.TV that the new features in the publication's video series include clickable elements of the videos that link users directly to related Google services. This is possible because of a Google HTML5 API that brings the search giant's content together with the original elements created by the Times. More large software players putting their weight behind HTML5 has strengthened the environment in recent years.

Poorsattar also touched upon another element HTML5 brings to the table. She told the source that the newspaper has to find a way to serve ads to mobile consumers of content. These individuals make up more than half of the Times' online traffic and must therefore become a piece of its revenue generation. One of the most important moments for overall HTML5 adoption came when Apple's then-CEO Steve Jobs banished Flash from the iPhone line of devices. From there, HTML5 became the mobile standard and companies that are hoping to reach smartphone audiences were forced to second-guess Flash.

The language of video
Just as HTML5 became the default for mobile content access, it may soon take over video products of all types. YouTube is the gold standard of online video popularity and, not coincidentally, it has just made HTML5 its default. According to ReadWrite, the relationship between Flash and YouTube lasted 10 years, an eternity in tech terms. However, it is over, signaling a major changing of the guard. The news source framed this in transformational terms, stating that "There's no stopping HTML5 now." With this vote of confidence, companies developing video have a strong indication of industry trends.

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