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CNN-IBN (2)

CNN-IBN (2)

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Published by Shantanu Chauhan

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Published by: Shantanu Chauhan on Sep 03, 2012
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09/03/2012

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CNN-IBN
Attaining Recognition for a New Company
Overview
TV18 and Time Warner joined hands to bring CNN-IBN, India’s first world-class English news channel,headed by one of the most credible faces of news journalism, Rajdeep Sardesai. Launched inDecember 2005, the channel’s aim was to emerge asone of the leading news channels in the Englishnews genre.
The Challenge
Position the channel as an Engine of NewJournalism; a journalist-driven channel based on thephilosophy of inclusive journalism and establishCNN-IBN as the leading news channel.
Strategy
The PR programme was conceptualised to reach outto viewers across the country, through the varietyof credible and engaging programmes and newsstories on CNN-IBN.
Execution & Tactics
Leverage the channel’s programmes and the teamincluding:
 –The Special Investigative Team (SIT) and itsImpact - Scoops –Exclusive Interviews featuring on CNN-IBN –Promoting Channel Properties like CNN-IBN Indianof the Year –Own the concept of citizen journalism –Profile leadership and build thought leadership
Special Investigative Team (SIT)
SIT has uncovered loopholes on various issues like BeggarsDon’t Scream. These stories have generated a positiveimpact, compelling decision-making authorities to take actionagainst those responsible. Press coverage of these covertinvestigations not only supported the channel’s credibilitybut also proved the channel’s dedication to the spirit of 
Whatever it takes 
!
CASE STUDIES
BUSINESS WORLD
 
Mumbai MirrorThe Hindu
 
Exclusive Interviews
CNN-IBN features interviews with prominentpersonalities across various disciplines. Transcripts of the interviews were disseminated across mass mediato result in wide spread coverage.
CNN-IBN Indian of the Year
 As part of 60 years of Indian Independencecelebrations, CNN-IBN instituted this award, aimedat recognising Indian(s) whose contributions havestrengthened our society and helped build BrandIndia. The awards saluted dynamic Indian iconsacross six main categories: Politics, Business,Entertainment, Sports, Public Service and NRI.PR effectively communicated the principle behind theawards, its credibility and prestige as the highest,non-governmental, civilian award conferred on anindividual across the three phases of Nominations,Panel Discussions & Category Winners and GrandFinale & Felicitation.National coverage comprising 70 clippings and anadvertising value equivalent value of Rs39lakh aidedawareness and interest on the awards.
CASE STUDIES
Hindustan TimesVerve
 
The Hindu

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