A few weeks ago, I had the pleasure of sitting down with Craig Kirkland, Director of Mobile Products for CNN, and asked him to share some of his experiences in using mobile to drive viewership and awareness for the network. The full On Air with Jamie Turner interview with Craig can be seen below (or on our YouTube Channel). That said, here’s a quick overview of some of the tips and techniques he shared with me during the our conversation.

  1. Know Your Audience: When CNN explores ways to deepen their engagement with viewers, the first thing they do is to understand their audience’s wants and needs. For their mobile audience, it’s important to know demographics, but it’s even more important to understand context. Will the viewer be at their office watching via tablet? At the grocery store watching via smartphone? Or at home in front of their TV? All of these are important considerations for CNN as it expands its reach across multiple platforms.
  2. Test Your Way to Success: In the interview below, Craig discusses the importance of trying new technologies and occasionally failing. In many organizations, experimenting with new technologies is frowned upon. But CNN tries to stay at the forefront of new and emerging media as a way to differentiate itself from the competition. The result is that they’re able to stay one step ahead of many other networks.
  3. Embrace Cross Platform: Research indicates that a growing number of viewers are watching CNN while they use other media (e.g., tablets, smartphones, desktops, etc.). Understanding how consumers use multiple platforms to absorb and digest the news is a critical component of CNN’s future success.

Craig sheds additional light on the these tips in the On Air with Jamie Turner episode below. Watch the episode and find out why CNN continues to stay at the forefront of new and emerging media.

Special thanks to ARKE+threesquared marketing communications for graciously providing the video production on this episode of On Air with Jamie Turner.