The New York Times today reported that CNN and MSNBC have been “rebranded as a new brand that includes social media strategies, an online video platform and digital advertising,” as well as “ad buys aimed at social media influencers.”
CNN is no longer part of the MSNBC brand.
MSNBC, on the other hand, is “partnered with a number of social media platforms to deliver an array of social and video content,” including “a new content channel to bring viewers more original content.”
In a statement, CNN said the brand change was “driven by a desire to offer our consumers more content and to help them navigate the social media landscape.”
The CNN brand is an attempt to differentiate itself from CNN, which was once a “traditional news organization,” CNN said.
The network has been “an indispensable part of our daily news operation for nearly two decades, and we’re thrilled to be partnering with them to deliver a more compelling, personalized experience.”
As part of that partnership, CNN will be able to “offer new content that is targeted specifically to social media fans.”
CNN will also be able “to deliver a broad range of video content, including original content, behind-the-scenes coverage, and behind-closed-doors features,” as the network’s YouTube channel will be “reimagined and updated to give viewers a better understanding of what’s going on inside CNN.”
A CNN spokesperson told Ars that the network “is proud to offer audiences an experience that includes content that’s created with a wide range of sources across multiple platforms, including CNN, CNN International, CNN and CNN International’s sister network CNN Newsroom.”
“As part to its continued efforts to make content relevant to a broader audience, CNN is also bringing new platforms and services to our audience,” the spokesperson said.
“Our new content offerings are part of a broader push to improve the way audiences interact with our content.
CNN will continue to invest in new ways to make our content more engaging, as well.”
This isn’t the first time CNN has been accused of “branding” itself.
Earlier this year, The Wall Street Journal reported that the cable news network has a “new, brand-specific social media strategy” aimed at “increasing viewer engagement.”
At the time, CNN spokesperson Alex Conant said the company is “taking a new approach to social and digital media, which will better serve our audience as it grows and changes over time.”
Conant said that the company’s social media team has “discussed new strategies and approaches, including a new digital advertising approach.”
According to The Wall St. Journal, CNN also recently launched an app, called CNN Newsstand, which “has a robust video content and ad inventory” for users to purchase content from.
CNN has also been accused in the past of branding itself as an “independent news organization.”
Last year, in response to criticism of its coverage of the protests in Ferguson, Missouri, CNN ran an ad on YouTube that said, “We’re not your friends.”
And earlier this year a CNN commentator said that he felt CNN was “brandishing its own brand of bullshit” by trying to “confront a black man” with the network.
Another recent criticism was that CNN was using a clip of an anti-Trump protest in Austin, Texas, to promote the network on Twitter. “
A new ad campaign for a new show, The People vs. the State, uses a clip from a clip show featuring the same title as CNN’s own People vs, a ‘political satire’ that CNN has never produced.”
Another recent criticism was that CNN was using a clip of an anti-Trump protest in Austin, Texas, to promote the network on Twitter.
“CNN is using this clip to promote a new ad, which is based on the same ad and features a clip that they did not produce,” the article said.