CNN's Petra Malenicka: 'We don't talk about TV anymore'

It might seem strange to outsiders, but at CNN we don't talk about TV any more – not to viewers, not to our advertisers and not amongst ourselves. Pan-regional TV isn’t a medium in isolation, but the key component of a cross-platform sell.

In fact, cross-platform stands for over 80% of our advertising revenue coming from Europe. When a media company adds digital, social and shareable content to its linear programming, there is a powerful proposition for consumers to make you their news brand of choice and for advertisers to turn to you as their brand-building media partner.

No media company can afford to ignore this trend – particularly pan-regional media, which rely on an unrivalled scale of extensive reach figures.

This premise is at the very forefront of this week’s EMS Europe media consumption survey from Ipsos which, amongst other trends, shows a surge in the ownership of smartphones and tablets amongst affluent Europeans.

A total of 82% of those surveyed as part of EMS Europe are watching international TV channels on a monthly basis, but with such devices in their hands more often than ever before, more people are seeking out content with no regard to platform.http://www.mediaweek.co.uk/article/1300604/cnns-petra-malenicka-we-dont-talk-tv-anymore