Digital news consultancy
Editorial strategy for organisations with something important to say.
David Ross helps expert-led organisations turn knowledge into credible long-form journalism, authoritative interviews and influential video.
Nearly three decades in British digital journalism.
- Head of Video The Sun
- Digital News Editor ITN
- Founder David Ross Content
Services
Long-form video & YouTube strategy
Building a serious presence on the platforms where audiences now expect depth.
- Channel positioning and editorial identity
- Editorial planning and commissioning
- Packaging: titles, framing, openings
- Audience growth and monetisation
- Workflow, team structure and capability
Interview strategy & production
Interviews that hold attention because the questions are better and the structure is deliberate.
- Format development and editorial framing
- Research and question development
- Interview structure and narrative arc
- Remote and in-person recording
- Production and post-production
Media training
For interviewers and interviewees: better questions, difficult conversations, calm under pressure.
- Interview technique for hosts and presenters
- Preparing experts to be interviewed
- Message development and discipline
- Handling difficult and adversarial exchanges
- On-camera confidence and delivery
Digital news consultancy
Strategic advice for organisations looking to improve their digital journalism.
- Editorial strategy
- Audience development
- Video-first publishing
- Newsroom workflow
- Cross-platform strategy
- Digital storytelling
Who I work with
David works with organisations whose credibility depends on being understood: institutions with genuine expertise and a duty to communicate it well.
Particular relevance to geopolitics, defence, security and public policy.
- Think tanks
- News organisations
- NGOs
- Research institutes
- Universities
- Public affairs
- Corporate communications
Approach
Much of this work is confidential. The organisations best placed to speak publicly are often the most careful about how they do it — that discretion is part of the service.
Every engagement starts with the editorial question: what do you know that matters, and who needs to hear it? Strategy, formats and production decisions follow from the answer — not the other way round.
The standard applied is a newsroom standard. Accuracy, fairness and clarity are not constraints on influence; they are the source of it.
Recent consultancy work
- Long-form YouTube strategy
- Interview-led content
- Editorial workflows
- Audience growth
- Media training
About
David began his career in radio journalism before moving into digital news, spending around five years at ITN before joining The Sun, where he spent more than sixteen years as Head of Video.
There he led one of the UK's most dynamic newsroom video operations — a team of more than twenty producing over two hundred videos a day, and a YouTube channel grown to six million subscribers — with audience and revenue growth across every major platform.
He has worked with major broadcasters and agencies including Sky, the BBC, ITN, Reuters and AP. Today he works with organisations that want to communicate complex ideas through high-quality journalism, long-form interviews and digital video strategy.
Experience
Founder & Digital News Consultant
David Ross Content
Helping newsrooms, think tanks and policy organisations shape digital video strategy, grow their audiences and build lasting content revenue.
Head of Video
The SunLed all video across The Sun's global digital platforms for sixteen years — a twenty-strong team producing two hundred videos a day, and a YouTube channel grown to six million subscribers.
Digital News Editor
ITNProduced and managed digital news coverage at one of the UK's most respected broadcast news organisations, translating broadcast journalism for online audiences.
Earlier career
Began in radio journalism, building the reporting and editorial craft that has shaped two decades in digital news.