CNN

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CNN (Cable News Network) is an American pay news television channel founded by Ted Turner in 1980. Read More

The channel on its launch was the first to air 24-hour news coverage, and it was also the first all-news TV channel in the US.

An analysis of quality vs. quantity
While the most established terrestrial networks continue to influence the US broadcasting market, the 100 news channels now available by satellite, cable and digital terrestrial continue to fragment the marketplace in a drastic change of the broadcasting landscape that is being mirrored.
Meanwhile, the possibilities came up with the move from analog to digital for even more channels and the running competition for carriage in a limited cable universe, coupled with the propagation of online services providing PC-based alternatives to television viewing, has seen broadcasters rush to deliver branded services over as many of the new platforms as possible.
A debate about whether the broadcasting industry is sacrificing quality for quantity has started to take place ever since the viewer saw a blasting number of choices in a single category, e.g., news.
More than ever, this has ended in an increased need for effective marketing and branding so that channels can catch the eye from the competition with a logically defined communications strategy to make them reach their target audience.
Let’s take an example from CNN, a network that offered a lot to its industry and its viewers.
In the year that CNN scores 20 years since it first introduced the concept of 24-hours rolling news, the UK has observed ITN enter the 24-hours news category with the launch of the ITN News Channel alongside other players like BBC News 24 and Sky News.
On the pan-European side, BBC World, Euronews, CNN, and business news services Bloomberg and CNBC remain the key players in the news broadcast field.
Now the question that comes to everyone mind is that “How CNN earned what he had now?
When launched in 1980, CNN was the only US network to reach to over 1.7 million homes. About twenty years later, the channel comprises 14 television networks, two radio networks, 15 websites, and a mobile phone information service, and is available to more than 1 billion people across the globe.
Soon after its first launch, the Cable News Network started to appear synonymous around the world with breaking news that is fast, detailed, and unbiased. Since the exclusive story about a shooting in Indiana, the network has become a visual history book for the world, offering images from as wide as canvas as the Gulf War, the Challenger Space Shuttle disaster, Tiananmen Square, the Bosnian battle, the Hong Kong handover, and the turn of the millennium.

Regionalization strategy 

In its early years, CNN used to offer a comprehensive, highly acclaimed American news service. In the last few years, it has begun to present those same core brand values for regional audiences worldwide. CNN, in 1997, projected  regionalization strategy that made CNN International comprise of five separately scheduled networks for the US, Africa, Middle East, Europe, Latin-America, Asia- Pacific, and South Asia, as well as a fraction of local-language shared venture television and online services.

CNN Live TV

CNN’s pioneering appeal to news broadcasting and its eagerness to speed credibility, and integrity has earned it recognition from competitors and partners alike.
As the CNN brand enters the 21st century, it’s pursuing to evolve as a source that can meet the needs of today’s news consumers – not just through the traditional medium of television and radio, but also through advanced media like the internet and mobile telephony.

The first round-the-clock news channel

The brain-child of media entrepreneur Ted Turner, CNN, first went on air on June 1st, 1980. The fledgling cable network, initially disregarded by skeptics as the Chicken Noodle Network, is now one of the world’s most recognized brands.

It is a generally held misconception that it was with its ground-breaking coverage of the famous Gulf War that earned CNN a reputation. In fact, CNN was the only network to provide live television broadcast of the Challenger Space Shuttle five years earlier than the Gulf War.

CNN’s reputation is followed by a string of events in which the channel attained critical acclaim for delivering the live coverage of events of global concern, including:
– Tiananmen Square
– Olympic Park bombing
– Bosnian War
– Hong Kong handover
– OJ Simpson trial
– Clinton/Lewinsky scandal
– The bombing of the American embassies in Africa
– Tragic earth shakes in Taiwan and Turkey and the turn of the millennium.

With this kind of track record, CNN has helped itself as the news channel of choice for world leaders, bosses of industry, and even its media peers, as well as millions of viewers around the world.

Launch of CNN International took place in 1985 when the 24-hour network became a defining part of the burgeoning cable and satellite industry across Europe, Africa, Latin America, the Middle East, and Asia, confirming that CNN was an international channel that happened to be working in America – not an American channel that just happened to air internationally.

At the time, the international version of CNN is reaching over 151 million homes worldwide, 230 million, including its US distribution.
Internationally, London, Hong Kong, and Berlin are now major production centers with nearly 50 hours of programming a week presented from Europe and 30 hours a week from Asia.
Additional newsgathering bureaux in major citifies allow CNN International to broadcast more than 90% of its programs exclusively for worldwide viewers.

Product

There’s no substitute for first-hand reporting, and CNN International keeps on with the highest level of access and maintains a notable presence in almost all major parts worldwide.
While several news organizations might have shrunk their bureau operations, the Cable News Network remains persistent in expanding, with new bureaux in 2000 in Belgrade and Islamabad, and they’re still more on the list.

While CNN’s commitment to breaking news remains its trademark, its range of regionalized programming implies it is not entirely a network to turn to when there’s a major breaking story. With news programs on style, arts, business, technology, environment, travel, and music, this is an evolving brand that tailors its programming for its viewers.Breaking News

More than 90% of the output is now explicitly created for an international audience, and the network has come a long passage from its early days as a pure American export.

News Analysis

Breaking News and moreCable News Network Analysis

CNN’s largest bureau outside of the US, CNN London, is a leading resource of output for the European feed. It currently generates over three hours of live morning news and financial programming, and two live daytime shows as well as evening news airings.

In autumn 2000, CNN launched a new digital state-of-the-art production center in Hong Kong: CNN’s first fully integrated television and internet news studio.

Online availability

CNN news is available online at the award-winning CNN.com and on mobile telephony services via CNN Mobile.

Recent developments

CNN’s regional approach continues apace through foreign- language joint venture partnerships to make the network’s content available to as many viewers as possible.
The year 1999/2000 saw the inauguration of television facilities:
– CNN+ in Spain
– CNN Turk
– The European edition of CNN.com
– CNN.com Europe.

Different local language websites from CNN:
– CNNItalia
– CNN.co.jp in Japan
– CNN.de in Germany
– CNNNenEspanol.com
– CNNBrasil.com
– CNN Sverige
– CNN Denmark
– CNN Norge.

CNN keeps on with aggressively pursue its new media opportunities – including broadband and interactive television facilities – to fulfill its place as the pre-eminent provider of news content.

The CNN brand values of accurate, fast news are now available in more than thirteen languages around the globe, and CNN is well-positioned to maximize its presence across all platforms as the digital age progresses.

Promotion

The Cable News Network logo is one of the industry’s most instantly recognized brands. CNN’s core theme of being the world’s news leader has kept unchanged over the decades, and the logo has retained its persistent look since launch.

In January 1999, CNN unfolded a series of new ‘timelapse’ on-air idents for its global networks. Shot on 35mm film to generate a cinematic quality, these series comprised a diverse range of country landmarks from around Africa, Europe, Latin America, and Asia to give the brand a contemporary personality that would link both geographically and emotionally with the Cable News Network viewers in 212 countries.

CNN News Live TV

CNN brand, at this time, is showing to its audience in the following categories:
1) The Network Trailers: CNN logo animated over a series of bouncing backgrounds to convey the passion and technology of the network.
2) The Global Identities: Time-lapse images to convey that the network is truly a worldwide brand.
3) The current ongoing introduction of regional identities: Lapsed concept being introduced with a more intimate feel by exhibiting the faces up close and personal of a specific audience in their regions.
4) House-brand: the animation that displays prior to individual programming – using textures, images, colors, and music – from the relatively light context of a travel show to the more thoughtful tone of a current affairs discussion show.

The trailers for programming have now incorporated the new logo treatments to deliver a more stylish feel to the network identity without corrupting the logo itself.
In October 1997, CNN London inaugurated its first Creative Services unit, enabling a bulk of the European network’s promos to be made for Europe from Europe. The unit also outfits off-air backing to the channel, through sale tapes and marketing show reels.

Brand values

Despite the surge in competition, CNN remains the breaking news service against which others continue to be measured. The network aims to stand by values, impartiality, accuracy, speed, integrity, and credibility. It also stands for entrepreneurialism and ubiquity.

Things you don’t know about CNN:

1) CNN CEO Tom Johnson lent Mikhail Gorbachev (Secretary of the Communist Party of Soviet Union) his pen to sign the documents officially dissolving the Soviet Union.

2) American actor James Earl Jones celebrated 20 years of being the voice that announces” “This is CNN.”

3) CNN’s audience at night for the Gulf War was the largest for a non-sporting event in television history.

4) The outside the US distribution of CNN International has grown 1,700% in less than ten years, from 8.5 m to 151 m.

5) It requires 300-400 watts of energy – nearly half of the average microwave oven – to project CNN network signals to satellites that positioned 23,600 miles above the Earth.

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