CASE STUDY: CNBC

four hostile newspapers are

more to be feared than
10,000 bayonets.
- Napoleon Bonaparte-

 Truyn thng l s cn thit trong mt x

hi dn ch.
Tn ch trong hot ng kinh doanh ca
ngnh ny l s lim chnh(integrity).
in hnh l knh truyn hnh CNN vi
chng trnh The Global Minute!.
Tin tc nhn c s c nh i n
gin ho v pht li trn knh sau khi
c bin tp bi b phn PR ca mnh.

 Knh tin tc ca CNN to ra s kh

khn cho cc doanh nghip v cc hnh
ng vt ngoi khun kh o c.
Cc doanh nghip nhn thc c
rng vi th gii CNN, nhng hnh ng
sai tri ca h ngay c ti cc quc gia
khc s b pht gic bi nhng nh hot
ng a phng v tin tc s c pht
sng n cc khch hng ca mnh ti
nc nh.

 Knh truyn hnh CNN, c thnh

lp vo thng 6/1980, tr thnh knh
live ca th gii ni chung cng
nh khu vc Bc M ni ring trong
sut cuc chin Vng Vnh ln th
nht (1991)
CNN l knh truyn hnh duy nht
cung cp trc tip nhng hnh nh v
cuc chin ang din ra ti th
Iraq - Baghdad

 Vai tr ca knh CNN khi truyn ti thng tin

n cng chng M cng nh ca ton th
gii khin chnh ph M phi cn nhc
nhng hnh ng qun s ca mnh. Sai lm
la chn mc tiu, nh hng n tnh
mng dn thng s c CNN ng ti n
ton th ngi xem trn th gii.
V d: i s qun Trung Quc ti Belgrade
trng bom dn ng JDAM vo thng
5/1999 dn n cng thng ngoi giao gia
hai nc M v Trung Quc (Operation Allied
Force part of Kosovo war)

 Ngoi ra, CNN cn c cng c l CNN test

c cc tng lnh cn nhc khi la chn
nhng mc tiu tim nng trong cc cuc
chin ngy nay.
V d: trong cuc chin Iraq ln 2 (20032011), cc tng lnh ngoi vic tham vn cc
t vn php l th h vn phi quan tm v
CNN test. Liu rng nhng mc tiu chin
lc c ng gi thit hi v thng dn hay
khng v c th dn n s bo lon t dn
chng khng?

 kin ca cng chng c tc ng

mnh n chnh sch ngoi giao ca
mt nc (d rng, sau cng, cng
ch l cuc chi ca nhng chnh tr
gia)
Tm nh hng ca gii truyn thng
n cng chng l iu khng th
ph nhn
Hnh nh c tc ng mnh m n
nhn thc ca ngi xem, n lng
tm ca cng chng

 Thnh cng ca CNN thc y s

cnh tranh t cc nh i khc nh
BBC World, Al-Jazeera, Fox News sn
xut nhng sn phm mang tnh
cnh tranh hn
Cuc khng hong ti chnh th gii
nm 2008 (the Financial Crisis)
to iu kin cho knh CNBC pht
trin tng t
S thnh cng ca CNBC cng n t
nhng tin tc c cp nht lin tc,

 V s tranh ci gia Jon Stewart (l host ca chng trnh

the Daily Show) v Jim Cramer (l host ca chng
trnh Mad Money, knh CNBC)
V Jon Stewart:
L ch "The Daily Show"
y l mt trong nhng talk show nh hng ln nht x
hi M v c th gii.
Chng trnh ny thng mi nhng ngi ni ting hay
chnh tr gia n ngay trng quay v chn thi s, c
bit l chnh tr lm ch .
y l mt chng trnh chm bim trc tuyn ch
khng phi truyn hnh, chng trnh truyn hnh Internet
ph cp nht hin nay, c n 21% gii tr M thng qua
"The Daily Show" tm hiu thi s v thng tin m h
quan tm. (theo BBC)

 V Jim Crammer:
Cramer giao dch mt thi gian ngn trong
cc qu u t trc khi tr thnh bnh lun
vin khch mi ca CNBC.
ng sng lp ca TheStreet.com v dn
chng trnh truyn hnh ti chnh Mad
Money.
Ti y, ng s dng kinh nghim ca mnh
vi cc qu u t ca mnh truyn t
thng tin v chng khon v giao dch vi
i tng xem ca mnh.

 Trong show ca mnh, Stewart cho rng ti

li ca knh CNBC trong truyn thng kinh
doanh ca mnh (v ti chnh) khng
mang tnh lim chnh ca gii bo ch.
Tri ngc li, gii truyn thng th khng
ngng tm kim nhng anchor mang li s
ch ca ngi xem nh l Jim Crammer
Ln ranh ngy cng m nht gia tin tc
v gii tr tc ng n s hiu bit ca
ngi xem v cc s kin ca th gii

 Vi dng chy t do ca thng tin n

mi ni trn th gii, doanh nghip nn
quan tm n s nh hng ca n n
cc stakeholders ca mnh mt khi
doanh nghip khng kim sot c n
Doanh nghip phi ch ng tng tc
vi cc stakeholder ca mnh v khng
h l nn nhn do thng tin xu ca
doanh nghip tc ng n h