ABSTRACT
This chapter looks closely at how specific groups and businesses have integrated live-streaming into their 'marketing mix'. One of the fastest take-ups of mobile live-streaming has been in the media community. After all, reporters are trained storytellers and professional presenters, so these apps have extended what they have already been doing. Live-streaming is a way to get a story out immediately when a traditional news programme is not actually on the air. People love to see an unexpected event unfold in real time, and being able to go live with a story as it happens is also the stuff of dreams for a journalist. If videos have more traction and engagement with audiences, then making an appeal for help or information in a live-video may be more effective than a similar text-only version. Live-streaming platforms are increasing the range of stories that are being told, from people and places that previously were ignored by 'network news'.
