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| Jeff Zucker |
CNN is increasing its emphasis on consumers who get its
content from mobile phones and tablets, its top executive said Wednesday,
investing about $15 million so far in 2013 on reworking its digital
infrastructure to make the placement of news content and advertising across
different digital outlets easier, according to Variety. The maneuver, said Jeff Zucker, president of
CNN Worldwide, is aimed at grabbing new viewers who increasingly reach for the
nearest screen when breaking news erupts, not necessarily the one that is part
of a TV set.
“The future of CNN is as much about digital as it is about a
television screen,” Zucker said at a media event. “I fervently believe mobile
is a big part of our future,” he added later.
To that end, CNN intends to unveil a new digital face in
November. Its system will free up editorial staff to focus on reporting the
news while facilitating the posting of stories across a variety of devices and
screens ranging from desktops to Androids, said KC Estenson, senior veep and
g.m. at CNN Digital. The Time Warner cable network has seen more rapid growth
in people accessing its content from social networks and mobile outlets and
believes those figures are only going to increase –and more rapidly than TV
viewership and even desktop viewing, he said. Additional interest from
international audiences is also fueling some of the activity, he added.
The challenge has been great: CNN publishes news across 20
different media venues, supporting nine different editions in six different
languages, he said.
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