Mukesh Ambani-owned CNN News 18 is all set to go beyond television broadcasting and transform itself into a multi-platform content provider. The channel intends to do so by establishing integrated newsrooms in Mumbai and Delhi.
“We have begun to re-imagine ourselves as a content provider across platforms and not just a television broadcaster. Digital is the mantra now, even for money management, thanks to Modi and demonetization,” wrote CNN News 18’s Managing Editor Radhakrishnan Nair on Friday.
The internal email accessed by exchange4media intimated the employees of the organisation’s ambitions of a bold digital thrust. “We are moving towards an integrated newsroom in Mumbai to start with and later in Delhi as well. To usher in this culture it’s important to start reflecting our digital ambition on the TV screen,” Nair said.
As a starter, the channel will begin projecting web exclusives of News18.com on television. For the purpose of “improved brand recognition”, the logo of News18.com will be “embedded” on the small screen.
A number of Indian news organisations have exhibited keenness in switching to an integrated newsroom. While HT Media is one print giant that has tried to make the move towards integrated newsrooms, Zee’s latest television project WION is also following in the same direction.
This is not the first time that Network 18 is attempting to integrate its news operations. Earlier in 2013, the company announced the creation of “Network 18 Business Newsroom” through which they synergized “broadcast and digital news” properties in business media.