CNN | broadband | local-language news networks | Time Warner
The World Is (still) Watching
by
Tracy Staton
In a way, she says,
CNN's biggest challenge is just dealing with
its maturity. The cable news outfit started out in the media
business as a brash, risk-taking upstart that lost money for Turner
Broadcasting; today, it's a solid corporate citizen. She wonders if
CNN is willing to take big gambles again. Are they willing to lose
big sums in a high-stakes game of revamping a successful
strategy?
As far as losing big sums go, probably not. One of Walton's four
measures of success at CNN is that old public-company mantra:
building shareholder value. After all, CNN is now part of a public
company,
Time Warner. Like most companies with successful brands,
CNN plans to take its business into new markets, in an
appropriately slow, corporate fashion. In some countries it plans
to start local-language news networks instead of delivering
English-language news. Just where we'll see CNN offspring next,
Walton won't say, but the company is "in discussions in a few
places" and expects them to bear fruit by 2007.
But CNN may be edging out on the branch at the same time. CNN
Headline News has broken away from its format during prime time in
favor of Klein's baby, storytelling. Soon, a full spectrum of
programming will be delivered via
broadband, for viewers who like
their news interactive and on the computer. If Walton fears this
might cannibalize those news-on-demand viewers that boost
CNN/U.S.'s numbers, he's not saying.
Set to roll this summer, the broadband initiative sounds compelling
as Walton describes it: TV on the computer screen, but completely
searchable. Live, but available on demand. Fast-forward to the news
you want, rewind and rewatch to make sure you caught Aaron Brown's
wordplay. "I think you'll like it," he says.
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