CNN versus CNN

IN CONVERSATION

Chris Cramer

Chris Cramer is managing director of CNN International and a member of the CNN Executive Committee. Based in Atlanta, he was in India recently to catch up with the CNN bureau and the network's new Indian partner, IBN.

Since joining CNN International, Cramer has led the introduction of 80 hours of new programming each week and launched "regionalisation", an initiative that led to the creation of five separately scheduled English language international CNN channels that serve Europe/Middle East/Africa, Asia Pacific, South Asia, Latin America and North America. He is also one of the driving forces behind increased safety training for staff working in danger zones. He speaks to Business Standard about all that and more...

So what brings you here?

I wanted to meet up with the folks at CNN-IBN which just completed its 100 days. I must say it was a flawless launch, which is very unusual in the broadcasting industry. I also wanted to spend some time with our CNN bureau here.

CNN International has recently repackaged its on-air look and feel for the Indian audience. Where's it headed?

We've been in the business of broadcasting since 1985. In these last 20 years, we've emerged as the pre-eminent provider of global news. Through innovation and repositioning, we've worked hard to maintain our position. CNN International is a series of very successful regionalised feeds. We've been profitable since 1989. And profitable news channels are as rare as snow flakes in July.

What's your focus in India?

India provides extremely attractive opportunities. We have 26 bureaus around the world, the one in India has 20 people. We provide comprehensive news coverage around the world. And growing the CNN presence in India makes sense both journalistically as well as financially.

What do you think of the growth of the news genre in India?

Oh, it's very vibrant. There's phenomenal audience choice in this country. I salute the integrity of news broadcast here. It's an exciting market out here, though the competition is cut-throat. CNN is present in 10 million Indian homes and 97 hotels in total.

How is the CNN-IBN partnership working out?

The partnership signifies the coming together of like-minded journalists to share information and news gathering facilities. It's primarily a licensing arrangement. And I think it's been very successful.

These are formidable journalists, very smart and charismatic individuals who know the business extremely well; the management of IBN is entirely local. They turn to us for international coverage and access to big players around the world, while their in-country news gathering services are available to us.

Does CNN plan to come up with India specific programmes?

We don't do India specific programmes as such because that's not the nature of what CNN does. Our strategy around the world is to look for opportunities to go inter-language, inter-region or inter-country with other branded CNN services that in turn do country specific programming. That's why the partnership with IBN.

Recently you came up with a programme, Art of Life, on high end living... a move towards feature programming?

We've always had an eclectic collection of programmes because we've always known our audiences which comprise the affluent medium to senior level managers who are keen on art, music and good living. Our complexion of programmes has remained the same since the last three years.

But this year we look for opportunities to produce or acquire some more documentaries which cater to our basic "news" and "breaking news" format in order to maintain our brand promise to the audience.