VIDEO INTERVIEW: Broadcast media giant CNN has seen its relationship with US operators change in a big way over the last few years, with the company’s mobile strategy now focused on ensuring its news is delivered across all manner of devices and platforms.
“We used to work directly with carriers as it was very important to be pre-loaded on devices and be included in their preferred content,” Cathy Farr, senior director, mobile and emerging technologies at CNN, told Mobile World Live. “We worked much more closely than we do now. Now we try to be a good partner, we work with them on data needs we might have, but it’s more of a partnership than us having to beg them for placement,” she added.
Farr said it is important for CNN to have a presence on all devices a user may have, including mobile and even virtual reality devices.
It has also been “really successful” with its presence on Snapchat.
“That was kind of a great experiment, we weren’t really sure what was going to happen – but we knew we wanted to be part of it, and we had a great response.”
“We are able to give our message and our serious news stories in a more engaging way that speaks to a particular audience,” she explained.
Part of her job is also to keep an eye out for new technologies like bendable screens, to make sure “we are there when they come out in the market.”