Adapting to Change: CNN's "Go There" Show's Shift from Facebook Watch to Owned-and-Operated Platforms
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The landscape of news media outlets has rapidly changed in the past few years, facing challenges in reaching their target audiences. As a result, CNN's "Go There" show made a significant move from Facebook Watch to CNN's owned-and-operated platforms in 2021 after running for a year and a half on this social media platform. CNN's "Go There," with a worldwide audience and over 120 contributors and correspondents, covers various topics, including climate, race, identity, women's issues, and immigration (Spangler, 2021).
CNN is trying to expand its audience by leveraging its platforms. This decision was crucial for CNN, given the decreasing referral traffic for news media outlets on Facebook Watch. By moving to their owned-and-operated platforms, CNN could sell advertising and focus resources on maximizing viewership. Over 600 episodes are now available on CNN's website and mobile apps (Weiss, 2021).
Media organizations must adapt to cultural changes to stay competitive and relevant in the digital age. They should experiment with new platforms and distribution methods to maintain and expand their audience base. Partnering with diverse communities and stakeholders, hiring various teams, and incorporating diverse perspectives into news production can help media organizations remain relevant and engaging to audiences (Barone, 2023).
Moreover, media organizations must invest in new technologies, such as AI-powered content distribution platforms or personalized news feeds, to improve technological or cultural limitations. By doing so, they can continue to provide their audiences with high-quality, engaging news content (Barone, 2023).
In conclusion, media organizations must prioritize adapting to cultural changes and investing in new technologies to remain relevant and engaging to audiences. CNN's decision to move from Facebook Watch to its owned-and-operated platforms exemplifies how media organizations can leverage their platforms to expand their audience and maximize viewership. By partnering with diverse communities and stakeholders and incorporating diverse perspectives into news production, media organizations can remain relevant and engaging to audiences with varying backgrounds and interests.
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References
Barone, A. (2023, March 26). Digital Marketing Overview: Types, Challenges, and Required Skills. Investopedia. [Retrieved on 2023, September 9]. https://www.investopedia.com/terms/d/digital-marketing.asp
Spangler, T. (2021, February 1). CNN Ends Facebook Video Deal, Moves 'Go There' Daily Show to Its Own Platforms. Variety. [Retrieved on 2023, September 9]. https://variety.com/2021/digital/news/cnn-ends-facebook-watch-deal-go-there-1234896864/
Weiss, G. (2021, February 1). CNN Ends Distribution Deal With Facebook Watch, Brings 'Go There' Series In-House. Tubefilter. [Retrieved on 2023, September 9]. https://www.tubefilter.com/2021/02/01/cnn-ends-distribution-deal-with-facebook-watch-go-there/
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