This document discusses CNN's strategy for innovating its video content and experience from broadcast to digital. It provides statistics on CNN's global reach and performance metrics. The document then analyzes CNN viewers' behaviors and needs throughout the day to inform the types of video content CNN provides, from live and instant videos for mornings and evenings to longer form franchises and statements. It presents frameworks and examples of how CNN delivers different kinds of video content across platforms, from live streaming and social highlights to cinematic players and immersive hubs. The goal is true multimedia storytelling and personalized video experiences.

1. VIDEO CONTENT & EXPERIENCE
INNOVATING FROM BROADCAST TO DIGITAL
MPA (ASSOCIATION OF MAGAZINE MEDIA)
SWIPE 2.0 CONFERENCE
March 28, 2013
@MarisaGallagher
VP, Design - CNN DIGITAL

2. CNN BY THE NUMBERS
45editorial bureaus around the world
24broadcast networks worldwide
65million total monthly unique visitors
26million mobile monthly unique visitors
101million monthly video starts
1.8billion monthly page views
#1mobile news five years running
Battling for top spot in total video starts, pages views, and uniques
with just Yahoo-ABCNews
General and TV numbers are from the CNN Fact Sheet
CNN Digital Network numbers are from Comscore Media Metrix, Feb 2013
CNN Video Numbers and Mobile Numbers are from Nielsen & Nielsen Mobile View, Jan 2013 (latest available)

3. CNN VIDEO

4. USERS WE START BY TRYING TO UNDERSTAND THEIR NEEDS & FLOW
Newspapers
3X AVERAGE
Tablet
2X AVERAGE Desktop Web
TV
Phone App
24-HR AVG
Mobile Web
FOR EACH
PLATFORM
MORNING WORKDAY EVENING LATE NIGHT
6a
Sources: Nielsen 9/27/10-12/26/10, Experian Simmons Nationalp
a 10 a9/27/10-12/26/10, Omniture 11/2010, Bango p‘09 Full Year,1/2011.
12 p 2 Consumer Study,
4 11/2010, Bango p
6 8p 10 p 12 a 2a 4a
Mercury 4/26/10-5/23/10, Nielsen

5. EVENING LEAN BACK
TVs & iPads Connect Dots
WORKDAY LEAN FORWARD 9% of video starts
Computers Drive (Distr)Action
80% of video starts
10 a 12 p 2p 4 ANYTIME ON 8 p
p 6p THE GO p
10 12 a 2a 4a
Mobile Alerts, is the Glue
11% of video starts

6. EVENING LEAN BACK
WORKDAY LEAN FORWARD
MARVELS FRANCHISES
2-5minutes
15-60 seconds
STATEMENTS
6+minutes
LIVE
As long as it’s captivating
10 a 12 p 2p 4 ANYTIME ON 8 p
p 6p THE GO p
10 12 a 2a 4a

7. LIVE MARVELS FRANCHISES STATEMENTS
Right Now Gotta See Passions New Storytelling Forms
Access, Influence Experiential, Buzzy Talent, Lifestyle Worldview, Perspective
Perishable Timely Evergreen Transformative
A FRAMEWORK FOR CONTENT

8. LIVE MARVELS FRANCHISES STATEMENTS
Sports, Concerts Blockbusters, Comedies Series, Sequels Award-Winners, Auteur
Award Shows Visual Masterpieces Star Vehicles, Formulas Films, the Magnum Opus
THE CINEMATIC COROLLARY

9. LIVE TV & LIVE EVENT STREAMS ACROSS PLATFORMS
9

10. LIVE INSTANT, SNACKABLE SOCIAL HIGHLIGHTS
10

11. MARVELS HD-QUALITY CINEMATIC PLAYER, SQUEEZEBACK TO COLLECTIONS
11

12. FRANCHISES CROSS-PLATFORM, IMMERSIVE HUB FOR RETURN TRIPS
MOBILE WEB TABLET WEB DESKTOP WEB
12

13. STATEMENTS CRITICAL MASS OF RELEVANT ASSETS TO TELL A BIG STORY
13

14. SOCIAL VIDEO
POP-UP CHANNELS
WHAT’S NEXT
PERSONALIZED VIDEO
TRUE MULTIMEDIA STORYTELLING

15. CNN DIGITAL
THANK YOU @marisagallagher