Tag: CNN International

CNN international bets high on ‘native’ digital ads

MUMBAI: CNN is rolling out industry-leading native advertising solutions to optimise the performance of digital campaigns from commercial partners and enhance the experience of audiences engaging with branded content and digital advertising on CNN platforms.

Through a new partnership with the industry’s leading native advertising platform Sharethrough, CNN International Commercial (CNNIC) is now offering dynamic native and branded content advertising formats in prominent positions across CNN Digital platforms – a move that takes advertising on CNN Digital even further beyond the traditional ad banner. Using Sharethrough, CNNIC developed and tailored exclusive new formats and templates so that native solutions on CNN’s international digital properties offer both a seamless user experience and tremendous value to CNN’s advertisers. The main benefits are in dwell time and engagement, as the Sharethrough/Nielsen Neuroscience Study shows that native ads receive double more visual attention than banner ads.

CNN Digital’s “Native 2.4” programme focuses on several key benefits:

DYNAMIC FORMATS: New ad formats on CNN Digital platforms include instant play native video, graphic text over video, infographics, long-form video, articles and galleries to increase engagement across all digital platforms, focused on mobile. All native content is labelled as “Sponsor content” and includes clear disclosures to ensure transparency with the user.

SMART PLACEMENT: Placement of native advertising fits in naturally across the international edition of CNN Digital properties including key verticals such as CNN Style, CNNMoney, CNN Sport and CNNTravel, and premium inventory such as the CNN homepage. Clearly labelled native content is now presented in the style of CNN editorial content, with the ability to be placed directly in editorial streams of content and alongside relevant CNN editorial videos and articles.

INTELLIGENT DATA INSIGHT: Building on CNNIC’s CNN AIM (Audience Insight Measurement) commercial data offering, the new native solutions are powered by data. This enables targeting of specific audience segments, A/B testing of creative executions, real-time optimisation of campaigns and detailed reporting metrics to deliver clients with true marketing insight.

CREATIVE EXCELLENCE: CNNIC’s award-winning brand content studio, CREATE, which has produced branded content for international advertisers for ten years, is the creative powerhouse behind the native content delivered through these solutions. Separate to CNN editorial, CREATE works with CNNIC’s commercial partners to deliver branded content that resonates with CNN audiences across linear, digital and social platforms

“We are bringing together the full suite of new formats, prominent and seamless placement, and the power of data and creative content for clients to truly engage with CNN audiences in a native environment,” said Rob Bradley, Director of Digital Revenue and Data, CNN International Commercial. “The result is an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimisation. Clearly labelled to ensure transparency, this solution created with our partners at Sharethrough also ensures that our users are served high quality and engaging native content that’s relevant to them. In an age of overused buzzwords, this solution, which we’re calling Native 2.4, finally adds real substance to the term ‘native advertising’.”

“Like us at Sharethrough, CNN believes in a future where ads are built on a foundation of respect and quality — ads that fit in. The CNN team has enthusiastically embraced this new advertising model, and are using the Sharethrough platform in a unique and sophisticated way. When combined with the high quality content being created by CNN’s brand content studio, native ads have the power to engage and persuade unlike any traditional marketing strategy,” said Dan Greenberg, CEO and Co-Founder, Sharethrough.

August 8, 2016
Suzlon group promotes ecological innovation through Global Campaign On CNN

MUMBAI: Suzlon Group is embarking on a global multi-platform sponsorship of ‘Eco Solutions’, CNN’s TV and digital series that tells the stories of people around the world creating innovative solutions to preserve the planet. This annual campaign builds on the longstanding relationship between CNN and Suzlon Group and will amplify the company’s position as one of the leading clean energy solutions providers in the world.

Starting in July, the brand solution is tailored to reach CNN’s upscale and sought-after international audiences across all CNN platforms – this includes on-air billboards, vignettes and exclusive digital ads on the ‘Eco Solutions’ feature page. Furthermore, the campaign takes advantage of CNN Audience Insight Measurement (CNN AIM) to specifically reach audience segments such as opinion leaders, C-suites and business decision makers across CNN’s digital platforms. CREATE, CNN International Commercial’s award-winning, in-house brand studio, has devised and produced branded video content and adverts for Suzlon Group.

“CNN is delighted to build on the longstanding relationship with this key global client Suzlon Group through this international multi-platform campaign”, said Sunita Rajan, AdSales Vice President, Asia Pacific, CNN International. “Delivering global insights into smart ecological innovations, ‘Eco Solutions’ is an ideal property to align with Suzlon Group to raise awareness of its brand and core business activities amongst an engaged and relevant global audience. This campaign is specifically designed for Suzlon Group to harness both the scale and precise targeting of CNN’s TV and digital platforms to reach the affluent CNN audience of business decision makers, policy makers and C-suites.”

“Suzlon Group is looking back at a successful relationship of ten years with CNN International. An important factor in that success has been CNN’s ability to offer new products and creative options to tell our story”, said J.P. Chalasani, Group CEO, Suzlon Group. “’Eco Solutions’ matches our business vision of supporting and providing renewable energy solutions across the globe. With the renewal of the sponsorship, we remain committed to further growing Suzlon Group’s exposure to our global target audience of decision makers and governmental authorities.”

July 28, 2016
Suzlon group promotes ecological innovation through Global Campaign On CNN

MUMBAI: Suzlon Group is embarking on a global multi-platform sponsorship of ‘Eco Solutions’, CNN’s TV and digital series that tells the stories of people around the world creating innovative solutions to preserve the planet. This annual campaign builds on the longstanding relationship between CNN and Suzlon Group and will amplify the company’s position as one of the leading clean energy solutions providers in the world.

Starting in July, the brand solution is tailored to reach CNN’s upscale and sought-after international audiences across all CNN platforms – this includes on-air billboards, vignettes and exclusive digital ads on the ‘Eco Solutions’ feature page. Furthermore, the campaign takes advantage of CNN Audience Insight Measurement (CNN AIM) to specifically reach audience segments such as opinion leaders, C-suites and business decision makers across CNN’s digital platforms. CREATE, CNN International Commercial’s award-winning, in-house brand studio, has devised and produced branded video content and adverts for Suzlon Group.

“CNN is delighted to build on the longstanding relationship with this key global client Suzlon Group through this international multi-platform campaign”, said Sunita Rajan, AdSales Vice President, Asia Pacific, CNN International. “Delivering global insights into smart ecological innovations, ‘Eco Solutions’ is an ideal property to align with Suzlon Group to raise awareness of its brand and core business activities amongst an engaged and relevant global audience. This campaign is specifically designed for Suzlon Group to harness both the scale and precise targeting of CNN’s TV and digital platforms to reach the affluent CNN audience of business decision makers, policy makers and C-suites.”

“Suzlon Group is looking back at a successful relationship of ten years with CNN International. An important factor in that success has been CNN’s ability to offer new products and creative options to tell our story”, said J.P. Chalasani, Group CEO, Suzlon Group. “’Eco Solutions’ matches our business vision of supporting and providing renewable energy solutions across the globe. With the renewal of the sponsorship, we remain committed to further growing Suzlon Group’s exposure to our global target audience of decision makers and governmental authorities.”

July 28, 2016
CNN International Commercial has commissioned new research

MUMBAI: CNN International Commercial commissioned new research that shows huge demand from worldwide audiences in following the story of this year’s U.S. Elections. The study also confirms CNN as the leading international media covering the U.S. Election – building on the network’s agenda-setting coverage and record TV and digital ratings during the Presidential race so far.

To understand how the world views and is following one of the biggest stories of 2016, CNN commissioned independent research company Toluna to assess* the viewing habits and opinions of adults in 23 countries across Europe, Middle East, Africa, Latin America and Asia Pacific, plus Canada. The findings of this research were released ahead of CNN International launching a new nightly U.S. Election show – State of the Race. From May 17, the show will be anchored from CNN’s New York bureau by Kate Bolduan and give international audiences 30 minutes of insight and analysis into the story that the world is watching with intense interest.

In the research findings released today, 51 per cent of all respondents select CNN as the #1 international news provider for following the U.S. Election – a figure higher than all other news organisations combined and dwarfing any preference for other media such as BBC (19 per cent), Reuters (5 per cent and Sky News (4 per cent). 78 per cent of respondents say they have viewed or read CNN coverage, with 83 per cent of these people consuming CNN’s political content within the last week. The majority of people getting their news fix about the U.S. Election are doing so through CNN International’s linear channel – 50 per cent say they consume via TV, 31 per cent on the CNN website, 14 per cent on social media and 8 per cent via the CNN app.

Outside of news consumption habits, the study found huge interest amongst international audiences for the U.S. Election. 85 per cent of people view the election as important for the world at large, with 73 per cent of respondents saying they are personally interested in U.S. Election news.

The top reasons that people state as why they are interested in the U.S. Election are: importance for the world at large (68 per cent); importance for their country (47 per cent); potential to affect individuals economically (38 per cent); insight into the US political system (35 per cent); shows how Americans view the world (34 per cent); and the personalities of the competing candidates (33 per cent). Asked why they think the U.S. Election is important to the world at large – respondents say it is due to: the US’s significance to the global economy (64 per cent); implications for international relations (63 per cent); US’s role in global security and counter-terrorism (57 per cent); trade prospects and potential for a shift to more hardline US foreign policy (both 43 per cent).

In Asia Pacific:

•52% of respondents select CNN as the #1 news source – ahead of BBC (16%), Reuters (7%) and CNBC (5%)

•80% of people have followed the U.S. Election story on CNN – of these 46% have done so via TV, 35% on the CNN website, 19% on social media and 12% via the CNN app

•The top reasons that Asia Pacific audiences list are interested in the U.S. Election are: its importance for the world at large (68%); its importance for my country (50%); its potential to affect me economically (44%); the insight it gives me into the US political system (38%); shows me how Americans view the world (37%); and the insight it gives me into the US political system (37%)

•This research follows the recent Ipsos Affluent Survey Asia Pacific which confirmed CNN as the leading international news brand, TV channel and digital platform across the region in all metrics. Ipsos found that every month, 35% of the region’s affluent audiences consume CNN at a multiplatform brand level, and both CNN’s TV and digital audiences are at least 50% ahead of BBC, and more than twice the level of CNBC and Bloomberg

Specifically commenting on CNN’s coverage of the U.S. Election, 66% say the network’s coverage is informed and intelligent, 64% expertly presented, 64% comprehensive, 62% engaging, and 60% as setting the standard.

These findings follow record-breaking TV and digital ratings in CNN US for the network’s coverage of the election. With CNN leading the way in exclusive interviews, townhalls and debates, the network had its most watched quarter in seven years in January-March 2016 – a performance that saw CNN as the fastest growing Top 40 cable network in primetime, up triple-digits in total viewers and adults 25-54. In September 2015, CNN broadcast the most-watched programme in its history as its GOP debate was watched by an average 23.1 million people. On digital, CNN Politics posted its highest ever traffic in February 2016 – in its 12th straight month as the US’s #1 source for political news online, it had a record 36 million unique multiplatform visitors.

Rani Raad, President, CNN International Commercial, said: “This research shows the unprecedented interest in this year’s U.S. Election – it has global reach and a mix of policy debates that have the potential to affect the world at large. In a world where consumers have more access to news and information than ever before, CNN continues to lead the way as the world’s news leader and the trusted source that audiences turn to more than anyone else. This study builds on CNN’s record-breaking ratings and traffic in the US and is the type of insight that shows us the level of demand there is for coverage of this race.”

*CNN U.S. Election Global View Study, conducted by Toluna, surveyed 4,792 adults in 23 countries across Europe, Middle East, Africa, Latin America and Asia Pacific (+ Canada). The study was conducted in March 2016. For Europe, there were 1,260 interviews in six markets; for Middle East and Africa 827 interviews in four markets; for Latin America 839 interviews in four markets, and in APAC 1,656 Interviews in eight markets.

*Ipsos Affluent Survey Asia Pacific Q1-Q4 2015: The Ipsos Affluent Survey Asia Pacific represents the top 18% of adults aged 25-64 by income across the following 10 markets: Australia (Sydney + Melbourne), Bangkok, Hong Kong, India (Delhi + Mumbai + Bangalore), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei.

May 10, 2016
CNN International Commercial has commissioned new research

MUMBAI: CNN International Commercial commissioned new research that shows huge demand from worldwide audiences in following the story of this year’s U.S. Elections. The study also confirms CNN as the leading international media covering the U.S. Election – building on the network’s agenda-setting coverage and record TV and digital ratings during the Presidential race so far.

To understand how the world views and is following one of the biggest stories of 2016, CNN commissioned independent research company Toluna to assess* the viewing habits and opinions of adults in 23 countries across Europe, Middle East, Africa, Latin America and Asia Pacific, plus Canada. The findings of this research were released ahead of CNN International launching a new nightly U.S. Election show – State of the Race. From May 17, the show will be anchored from CNN’s New York bureau by Kate Bolduan and give international audiences 30 minutes of insight and analysis into the story that the world is watching with intense interest.

In the research findings released today, 51 per cent of all respondents select CNN as the #1 international news provider for following the U.S. Election – a figure higher than all other news organisations combined and dwarfing any preference for other media such as BBC (19 per cent), Reuters (5 per cent and Sky News (4 per cent). 78 per cent of respondents say they have viewed or read CNN coverage, with 83 per cent of these people consuming CNN’s political content within the last week. The majority of people getting their news fix about the U.S. Election are doing so through CNN International’s linear channel – 50 per cent say they consume via TV, 31 per cent on the CNN website, 14 per cent on social media and 8 per cent via the CNN app.

Outside of news consumption habits, the study found huge interest amongst international audiences for the U.S. Election. 85 per cent of people view the election as important for the world at large, with 73 per cent of respondents saying they are personally interested in U.S. Election news.

The top reasons that people state as why they are interested in the U.S. Election are: importance for the world at large (68 per cent); importance for their country (47 per cent); potential to affect individuals economically (38 per cent); insight into the US political system (35 per cent); shows how Americans view the world (34 per cent); and the personalities of the competing candidates (33 per cent). Asked why they think the U.S. Election is important to the world at large – respondents say it is due to: the US’s significance to the global economy (64 per cent); implications for international relations (63 per cent); US’s role in global security and counter-terrorism (57 per cent); trade prospects and potential for a shift to more hardline US foreign policy (both 43 per cent).

In Asia Pacific:

•52% of respondents select CNN as the #1 news source – ahead of BBC (16%), Reuters (7%) and CNBC (5%)

•80% of people have followed the U.S. Election story on CNN – of these 46% have done so via TV, 35% on the CNN website, 19% on social media and 12% via the CNN app

•The top reasons that Asia Pacific audiences list are interested in the U.S. Election are: its importance for the world at large (68%); its importance for my country (50%); its potential to affect me economically (44%); the insight it gives me into the US political system (38%); shows me how Americans view the world (37%); and the insight it gives me into the US political system (37%)

•This research follows the recent Ipsos Affluent Survey Asia Pacific which confirmed CNN as the leading international news brand, TV channel and digital platform across the region in all metrics. Ipsos found that every month, 35% of the region’s affluent audiences consume CNN at a multiplatform brand level, and both CNN’s TV and digital audiences are at least 50% ahead of BBC, and more than twice the level of CNBC and Bloomberg

Specifically commenting on CNN’s coverage of the U.S. Election, 66% say the network’s coverage is informed and intelligent, 64% expertly presented, 64% comprehensive, 62% engaging, and 60% as setting the standard.

These findings follow record-breaking TV and digital ratings in CNN US for the network’s coverage of the election. With CNN leading the way in exclusive interviews, townhalls and debates, the network had its most watched quarter in seven years in January-March 2016 – a performance that saw CNN as the fastest growing Top 40 cable network in primetime, up triple-digits in total viewers and adults 25-54. In September 2015, CNN broadcast the most-watched programme in its history as its GOP debate was watched by an average 23.1 million people. On digital, CNN Politics posted its highest ever traffic in February 2016 – in its 12th straight month as the US’s #1 source for political news online, it had a record 36 million unique multiplatform visitors.

Rani Raad, President, CNN International Commercial, said: “This research shows the unprecedented interest in this year’s U.S. Election – it has global reach and a mix of policy debates that have the potential to affect the world at large. In a world where consumers have more access to news and information than ever before, CNN continues to lead the way as the world’s news leader and the trusted source that audiences turn to more than anyone else. This study builds on CNN’s record-breaking ratings and traffic in the US and is the type of insight that shows us the level of demand there is for coverage of this race.”

*CNN U.S. Election Global View Study, conducted by Toluna, surveyed 4,792 adults in 23 countries across Europe, Middle East, Africa, Latin America and Asia Pacific (+ Canada). The study was conducted in March 2016. For Europe, there were 1,260 interviews in six markets; for Middle East and Africa 827 interviews in four markets; for Latin America 839 interviews in four markets, and in APAC 1,656 Interviews in eight markets.

*Ipsos Affluent Survey Asia Pacific Q1-Q4 2015: The Ipsos Affluent Survey Asia Pacific represents the top 18% of adults aged 25-64 by income across the following 10 markets: Australia (Sydney + Melbourne), Bangkok, Hong Kong, India (Delhi + Mumbai + Bangalore), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei.

May 10, 2016
Turner India announces Deepa Sridhar as CNN’s marketing head for South Asia

MUMBAI: Turner India has appointed Deepa Sridhar as head of Turner Corporate Communications and CNN marketing for South Asia effective from today, April 11, 2016.

Prior to joining Turner India, Sridhar was director of Corporate Communications, South Asia, for J. Walter Thompson

Based out of Mumbai, Sridhar is responsible for overseeing corporate communications for Turner India and all communications for Turner India’s kids, entertainment and news brands in South Asia including Cartoon Network, POGO, Toonami, HBO, WB and CNNInternational. Sridhar will also oversee CNN affiliate and brand marketing in the region. She will support Turner India MD Siddharth Jain and his senior leadership team on all communications initiatives.

Sridhar would report to Turner Asia Pacific Corporate communications and marketing VP Gregory Ho. “Deepa is a seasoned communications professional with an impressive track record and in-depth understanding of the South Asia market. 2016 is a hugely important year for Turner given the high interest in the US Presidential elections, the Olympics in Rio and the European Championships in France on the news front, while we will also launch the new Powerpuff Girls and Ben 10 cartoon franchises globally, as well as a host of new initiatives for our entertainment brands. Deepa joins us at a very exciting time and will be a valuable addition to our team of communications professionals, building upon the strength of the Turner brands in the region,” said Gregory Ho.

April 11, 2016
Turner India announces Deepa Sridhar as CNN’s marketing head for South Asia

MUMBAI: Turner India has appointed Deepa Sridhar as head of Turner Corporate Communications and CNN marketing for South Asia effective from today, April 11, 2016.

Prior to joining Turner India, Sridhar was director of Corporate Communications, South Asia, for J. Walter Thompson

Based out of Mumbai, Sridhar is responsible for overseeing corporate communications for Turner India and all communications for Turner India’s kids, entertainment and news brands in South Asia including Cartoon Network, POGO, Toonami, HBO, WB and CNNInternational. Sridhar will also oversee CNN affiliate and brand marketing in the region. She will support Turner India MD Siddharth Jain and his senior leadership team on all communications initiatives.

Sridhar would report to Turner Asia Pacific Corporate communications and marketing VP Gregory Ho. “Deepa is a seasoned communications professional with an impressive track record and in-depth understanding of the South Asia market. 2016 is a hugely important year for Turner given the high interest in the US Presidential elections, the Olympics in Rio and the European Championships in France on the news front, while we will also launch the new Powerpuff Girls and Ben 10 cartoon franchises globally, as well as a host of new initiatives for our entertainment brands. Deepa joins us at a very exciting time and will be a valuable addition to our team of communications professionals, building upon the strength of the Turner brands in the region,” said Gregory Ho.

April 11, 2016
‘CNN Style’ launches on CNN International from 9 April

MUMBAI: ‘CNN Style’ is coming to TV screens from 9 April, 15 years after the iconic Elsa Klensch was last on the network, and on the back of style being reimagined for the digital age in 2015 with the launch of cnn.com/style.

The first 30-minute monthly CNN Style show will air on CNN International from 9 April fronted by journalist and author Derek Blasberg. With exclusive access to the biggest names and events, Blasberg will bring the worlds of art, luxury, fashion, autos, architecture and design to life for CNN’s global audience. He will build on the unique legacy of style on CNN – epitomised by the iconic Elsa Klensch who defined style for viewers around the world for over 20 years.

In 2016, ‘CNN Style’ will be at the definitive events in the style calendar – biennales, expos, fashion weeks, design festivals. The launch episode focuses on the contemporary art world, set against the backdrop of Asia’s pre-eminent international art fair, Hong Kong Art Basel.

The show has a lot offer. For example, in her first major international TV interview in almost two years, the undisputed queen of the art world Sheikha Al Mayassa Bint Hamad Bin Khalifa AL- thani, sister of the Emir of Qatar and chairman of the Qatar Museums, speaks to CNN about her role in preserving and growing the family’s extraordinary collection of art.

‘CNN Style’ isn’t just a monthly TV show – its multi-media content will feature right across the CNN International network, with new segments and reports all under the ‘CNN Style’ banner. The first of these will be The Invitation – a regular feature that will air in prime time shows CNN Today and The World Right Now with Hala Gorani. Starting on April 20, CNN invites viewers to experience the personal workspace and headspace of the world’s most celebrated creatives, the homes they design, the runways they furnish, the exhibition spaces they fill.

The return to TV follows the successful launch of ‘CNN Style’ on digital in July 2015. Since then, cnn.com/style has become a global destination that has collaborated with guest editors from Olivier Rousteing to Daniel Libeskind and Glenn Lowry, commissioned stylised content for CNN digital platforms and direct to social media, attracted a range of luxury advertisers and built a large audience with an average of 5.5 million unique users every month.

Ellana Lee, Senior Vice President, CNN International, said; “We are taking inspiration from CNN’s rich past in style and reverse engineering the DNA from our hugely successful digital product to bring ‘CNN Style’ to TV viewers worldwide. With Derek Blasberg at the helm, our mission is to interview the most interesting people at the definitive events. This will be a surprising and elegant journey through the concepts and worlds of style.”

Derek Blasberg said: “Style is so much more than getting dressed, or looking at pictures on a wall. Artistic expression comes in a variety of mediums and is an international, multi-billion dollar a year industry. What I’m excited about with ‘CNN Style’ is peeling back the layers of the worlds of art, architecture and design, and taking hard looks at the fashion, luxury and automotive industries to show how they affect the world at large. My career has introduced me to creative people from all walks of life, and it’ll be a pleasure to bring them to viewers around the world.”

April 6, 2016
‘CNN Style’ launches on CNN International from 9 April

MUMBAI: ‘CNN Style’ is coming to TV screens from 9 April, 15 years after the iconic Elsa Klensch was last on the network, and on the back of style being reimagined for the digital age in 2015 with the launch of cnn.com/style.

The first 30-minute monthly CNN Style show will air on CNN International from 9 April fronted by journalist and author Derek Blasberg. With exclusive access to the biggest names and events, Blasberg will bring the worlds of art, luxury, fashion, autos, architecture and design to life for CNN’s global audience. He will build on the unique legacy of style on CNN – epitomised by the iconic Elsa Klensch who defined style for viewers around the world for over 20 years.

In 2016, ‘CNN Style’ will be at the definitive events in the style calendar – biennales, expos, fashion weeks, design festivals. The launch episode focuses on the contemporary art world, set against the backdrop of Asia’s pre-eminent international art fair, Hong Kong Art Basel.

The show has a lot offer. For example, in her first major international TV interview in almost two years, the undisputed queen of the art world Sheikha Al Mayassa Bint Hamad Bin Khalifa AL- thani, sister of the Emir of Qatar and chairman of the Qatar Museums, speaks to CNN about her role in preserving and growing the family’s extraordinary collection of art.

‘CNN Style’ isn’t just a monthly TV show – its multi-media content will feature right across the CNN International network, with new segments and reports all under the ‘CNN Style’ banner. The first of these will be The Invitation – a regular feature that will air in prime time shows CNN Today and The World Right Now with Hala Gorani. Starting on April 20, CNN invites viewers to experience the personal workspace and headspace of the world’s most celebrated creatives, the homes they design, the runways they furnish, the exhibition spaces they fill.

The return to TV follows the successful launch of ‘CNN Style’ on digital in July 2015. Since then, cnn.com/style has become a global destination that has collaborated with guest editors from Olivier Rousteing to Daniel Libeskind and Glenn Lowry, commissioned stylised content for CNN digital platforms and direct to social media, attracted a range of luxury advertisers and built a large audience with an average of 5.5 million unique users every month.

Ellana Lee, Senior Vice President, CNN International, said; “We are taking inspiration from CNN’s rich past in style and reverse engineering the DNA from our hugely successful digital product to bring ‘CNN Style’ to TV viewers worldwide. With Derek Blasberg at the helm, our mission is to interview the most interesting people at the definitive events. This will be a surprising and elegant journey through the concepts and worlds of style.”

Derek Blasberg said: “Style is so much more than getting dressed, or looking at pictures on a wall. Artistic expression comes in a variety of mediums and is an international, multi-billion dollar a year industry. What I’m excited about with ‘CNN Style’ is peeling back the layers of the worlds of art, architecture and design, and taking hard looks at the fashion, luxury and automotive industries to show how they affect the world at large. My career has introduced me to creative people from all walks of life, and it’ll be a pleasure to bring them to viewers around the world.”

April 6, 2016
Is digital taking over print?

MUMBAI: With the growing number of avenues available for news consumption in India, viewers are often puzzled about which source to trust. The explosion of digital, television and print media has changed the way of news consumption.

And discussing how news had moved avenues with changing time were Indian Express whole time director Anant Goenka, BBC World News television presenter Ros Atkins, Extentia Information Technology CEO Umeed Kothavala, Inshorts founder Azhar Iqubal, The Wire founding editor Siddharth Varadarajan, Zee Media Group CEO Bhaskar Das and CNN International chief New Delhi bureau Ravi Agarwal. Moderating the session was MxM India editor-in-chief Pradyuman Maheshwari.

Over the years, we have seen news moving from print to magazines to TV and now to digital platforms. Shedding some light, Zee Media’s Das said, “That the market is supposed to move, is a basic axiom. The problem that the majority of the houses are facing is that they are stuck to one business model. With digital, there are multiple ways of making money. Monetisation moves from format to format. In the end, it’s not about the medium. You can’t compare a conventional way of system with a realistic model. There are four monsters like Google, Facebook, Apple and Amazon. They make money. There will be monopolistic tendencies.”

Indian Express’s Anant added, “Digital has arrived. Our revenues have increased over four years and I see print is going to be there for a long time. I can say that Indian Express can survive digitally with the same reportage and structure. But I think in digital you can’t just stick to advertising. That will not be much. You will have to get audiences to pay for content.

“Every story is different, and depending on the story, we file digital first or print first. The best investigative story we like to give to print first; exclusivity is a one minute word. At the moment we find it is exclusive on the web only for a minute. Also if it is time critical to break the story, then we do break it on web”, he explained further.

Das said, “The audiences that consume newspapers today they were born before 1970 and are not post 1990 born. At the same time, most of the stars want to see their names in newspapers.

The Wire’s Varadarajan added, “With digital the ability to tell stories has enhanced due to the enhanced interactivity. The viewers can consume content according to their convenience on digital platforms. Every TV channel and newspaper today recognises digital as the future. But the old adage of dollars for print, dimes for digital and pennies for mobile still holds true for most organisations.”

Inshorts Azhar Iqbal when asked about how his news application was working and what was its future replied, “We are not making any money as of now. I don’t know how are we going to perform in the future. We are focused on ‘time is money’. As long as we can attract eyeballs, we will be able to monetize”.

Adding, Extentia Information Technology’s Umeed Kothavala said, “Digital and technology have changed the context of consumption. Along with monetization, organisations also need to keep track of the growing power of social media, citizen journalism and also the fact that there are many more options for people to get their news from”.

Anant took on Inshorts Azhar Iqubal, making his displeasure known at the latter copying news from Indian Express without the media group’s consent and rehashing it into a 60 word article for Inshorts’ usage.

On the entertainment front, Varadarajan commented how a majority of entertainment news in the print sector was paid for by artistes and hence they would always prefer their exclusive interviews to be printed in the print medium rather than digital.

CNN’s Agrawal said, ““Digital news is the present, not just the future. It is the present and is very important for us. CNN International looks at providing content globally. We don’t have a print medium. The news that we cover is from a global perspective and the information can be accessed by all the people irrespective of the geography. We as an organisation think of being the first to put out the news. We then decide on how news can be distributed across the various delivery platforms.”

BBC’s Atkins pointed out that if BBC didn’t provide relevant news to the audience, they would not come to it. “On my show BBC Outsource, if there is a credible story, say from CNN, I will show it to my audience. Given that social media is expanding and that news can be accessed through it, we have to provide credible content to the audience.”

The panellists also discussed the importance of maintaining the same level of credibility and gate-keeping standards on a digital platform as on traditional print or television platforms.

Voicing his opinion, Varadarajan said, “There are two things which are important – credibility and reliability. One should always try to achieve both these elements. If you can’t pick on one, than you should always give preference to credibility”.

“We get higher fee from most of our advertisers because the news that we are providing is credible and they know this”, added Das.

When television came in, the pundits said that it was the end of print. When roll out of the internet, they said that print and television would not be able to compete. All the mediums have so far been able to co-exist, and even grow. With so many upcoming digital avenues, what will be interesting to see is how print will retain for itself its space in the ecosystem and how digital will be a game changer that it is already has become.

April 1, 2016