Wednesday, December 29, 2010

Q&A With CNNI Managing Editor - Asia Pacific talks to Ellana Lee, CNN International Managing Editor - Asia Pacific.

How is CNN's coverage different than other international players like BBC? What is your DNA?

Production and ownership of our content is our cornerstone and it has allowed us to expand the depth and breadth of coverage. It is very important for us that CNN provide original news to its audiences and not aggregate third party material which people can get from elsewhere. In 2009, we embarked on the biggest newsgathering expansion in our history, a multi-million dollar investment in staff and resources to bolster our world-class, award-winning journalism as well as give us the power to move swiftly into developing new business models.

CNN also continues to evolve to meet the needs of our international audience through platforms including online, broadband, mobile and interactive television. Our strategy is to make use of most of the growing digital technologies and platforms to enhance our reach and be in continuous touch with our audience. That's why we offer multiple touch points for the consumer to access CNN content anytime, anywhere.

You were promoted as managing editor of the APAC region in 2007. In the last three years, what changes have you brought in the editorial during this time?

Rigorous editorial discussion and accountability, clarity of thought and speed of action from all our journalists. As Asia itself grows in influence, we strive to reflect its rise through smart story telling. In my short time as managing editor, we have seen explosive growth in the digital and social media sphere and so we make sure our journalists are comfortable on all platforms and work across divisions to maximize a story's impact.

The full interview - which includes hints at expanded CNN International coverage from India - can be read here.

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