How can Trump stamp journalistic freedom
"I am not going to give you a question! You are fake news. ”At least since the press conference of US President Donald J. Trump in January 2017, the fronts have been clear: CNN is an enemy, is“ fake news ”. Since then, the climate has deteriorated further. Most recently, Trump called on the CNN parent company, the US communications giant AT&T, to dismiss CNN boss Jeff Zucker. He had done his job badly, the broadcaster was convicted of lies.
Zucker guided CNN through critical times, perhaps the most exciting. News television in the age of "fake news", polarized societies in the USA and worldwide, digitization and countless competitors on the Internet. And a president who fights CNN personally.
Crisis transmitter with "on-the-fly reporting"
What does CNN stand for? The station's image is considered ambivalent. For a long time, Ted Turner's news channel was considered a dirty kid outside the United States. The manner in which American reporting was carried out seemed strange to many viewers outside the United States. In the 1990s, when most TV stations had their own correspondents in hot spots around the world, CNN relied on “flying reporters” at an early stage. During crises, wars and disasters, CNN reporters quickly flew in by plane or helicopter from outside, reporting on the course of the front in action-packed images in CNN-typical infotainment. The main thing is that it cracked and flashed. Background and analyzes often fell by the wayside, a European criticism that was often heard at the time. At the same time, CNN always had the best pictures, up close, live, everyone wanted them.
When two planes raced into the twin towers in New York in 2001, CNN broadcast the burning and ultimately collapsing skyscrapers live all day. The television world, completely surprised and overwhelmed by the events, switched to CNN's program, including numerous public television broadcasters in Europe. With that, CNN had arrived as a news player for a broad European public.
CNN also changed the relationship between media and politics forever. Mediaized propaganda and counter-propaganda became part of the action. The “CNN effect” was used when the power of images could force governments to act.
In the meantime, CNN has upgraded. "We are able to paint an objective picture from all angles of the world," says Matthias Heinze, CNN Vice President Commercial Central and Eastern Europe. CNN currently has 36 editorial offices. This means that you can be on site quickly anywhere in the shortest possible time, which makes CNN the fastest source for objective reporting.
German markets speak English
Fast images of world events are no longer CNN's unique selling point, especially on the Internet, private shaky images via YouTube are a fast source for news TV. The CNN logo can now be found less and less in the broadcast material of ZIB 2 and Tagesschau. At the same time, the content and affiliate relationships with several publishers and broadcasters from the DACH region (Germany, Austria, Switzerland) have grown, including RTL, oe24.tv and CNNMoney Switzerland. The latter was launched this year as a CNN-branded multimedia business channel.
CNN reaches more than 475 million households worldwide on TV screens, computers and mobile devices in seven languages. CNN Türk or CNN Méxiko broadcast via license models. After a few experiments, a decision was made for the German-speaking market for programs in English. A learning process. First, in 1994, CNN joined the news channel n-tv, which had been founded only two years earlier, at times with a share of 50 percent. (Today 100% RTL group). In 1997, CNN ventured another Germany experiment: a regional program window in German in the English-speaking environment of CNN International. The 15-minute news program “CNN Germany” was broadcast three times a day on CNN's program. "When we saw the program window in German at the time, we noticed that our viewers were irritated when an English-language program was suddenly interrupted by a program in German," says Matthias Heinze.
Today, CNN is consciously addressing an international target group - the top decision-makers from politics and business - who expect an English-language program. Studies such as the Ipsos Business Elite Survey have confirmed for years that CNN is the most widely used broadcaster among international broadcasters in the core target group of top managers in Europe. „Thanks to a strong distribution and reach in combination with a high level of brand awareness, CNN has a large audience in the DACH region - both in the TV and digital sectors. The DACH region is one of the most important regions for the CNN audience in Europe, ”said CNN.
TV is falling, digital is rising
CNN international and CNN in the US are two separate programs. The international editorial team is based in London, among others, from where most of the programs intended for the international market come, but some are taken over by CNN US.
In its home market, the USA, the US channel has long since lost its undisputed market leadership and is now in the grip of competitors who have long since left the field of impartial reporting. Compared to the arch-conservative FOX News, which is close to the Republicans (2.4 million viewers), CNN no longer even reaches half of the viewers (1.07 million)
On the other hand, the popular with Democratic voters, MSNBC, with 1.6 million viewers, is also in front of CNN. CNN continues to promote itself with facts rather than opinion. Claims that cannot be easily upheld when the White House throws CNN reporters out and accuses an entire channel of lying.
As opinion channels, the competitors are primarily characterized by a pro and contra Trump understanding. CNN insists that the channel be the first to send an objective image, before everyone else. In the meantime, the bottom has been passed, and CNN has benefited significantly from Donald Trump and his policies when it comes to the quota. Although the US news network fell back to third place, around 76 million viewers followed the news channel in 2017, including almost 29 million viewers in the target group of 25 to 54 year olds. Since the election of Trump, the primetime program has increased by 44 percent for the target group of 25–54 year olds.
In an effort to attract more viewers to cable channels such as Discovery Channel and A&E, CNN is now relying on documentaries that are intended to offer viewers “unique settings and recordings”. News, said the CNN boss, should continue to be a top priority. In an interview with the New York Times, the CNN boss said that they understood that politics was also something like sport. That too is part of the new self-image.
CNN feels the increased need for information especially on the Internet. CNN Digital is doing brilliantly, with the brand outperforming all its competitors online every year and remaining the leader in digital news in July 2018. Today, with 115 million unique visitors in the USA, CNN points to a greater reach on the Internet than any other news source.
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