CNN is making a bold move that could either revolutionize how we consume news or become another forgotten experiment. They're diving headfirst into the creator economy, a space traditionally dominated by YouTubers and TikTok stars, but can a news giant truly thrive in this world?
The network's international division is launching a new initiative called "CNN Creators." This includes a dedicated unit based in Doha, Qatar, and a weekly 30-minute show premiering on October 23rd, also branded as "CNN Creators." Think of it as CNN's attempt to speak the language of Gen Z and Millennials.
Meara Erdozain, a CNN International executive, boldly claims this show is unlike anything they've ever launched. She emphasizes its focus on how younger audiences engage with stories, promising compelling, entertaining content delivered in diverse formats. The focus will be on topics adjacent to hard news – think culture, social trends, and personal narratives – aiming for content that feels "real, relevant, and relatable." But here's where it gets controversial: Can a news organization, known for its traditional reporting, truly connect with younger audiences in an authentic way, or will it come across as inauthentic and forced?
Leading this new venture is Andrew Potter, formerly a producer at Vice Media. His team will concentrate on areas like AI, technology, art, culture, sports, and social trends. This choice of leader signals CNN's intention to embrace a more modern, fast-paced content creation style.
This launch comes at a pivotal time for CNN, as they undergo a significant digital transformation. They're preparing to launch a standalone subscription product this fall, testing a metered paywall for their digital content. This marks their first major subscription effort since the ill-fated CNN+ app, which was quickly shut down in 2022. What lessons did they learn from that expensive failure, and how will they avoid repeating those mistakes?
Since Mark Thompson, former New York Times business chief, took the helm at CNN two years ago, he's been determined to steer the network beyond its traditional 24/7 cable TV model. Back in January, Thompson announced a major restructuring involving hundreds of job cuts, all aimed at shifting CNN's focus toward the digital platforms where audiences are increasingly spending their time. A $70 million investment backs this strategic pivot. And this is the part most people miss: it's not just about being on these platforms, it's about creating content specifically for them.
Furthermore, CNN has rebranded CNN Audio as CNN Podcasts, expanding its show lineup and bringing in new executive-level talent to lead and reimagine its digital operations. With nearly 75 million unique monthly visitors, CNN's website is one of the few that can rival the New York Times in terms of scale. They're also planning to integrate new lifestyle content and further align their linear and streaming programming teams. It's a complete overhaul!
CNN Creators seems to be a small piece of this larger strategy, but the announcement subtly echoes a past digital experiment: "iReport for CNN." Back in the 2000s, Time Warner launched iReport, which included an international TV show showcasing citizen journalism. It was a pre-social media attempt to tap into the power of independent creators. However, the key difference this time is that the creators involved are experienced producers with journalism backgrounds. Yet, the final product is designed to feel distinctly different from a traditional news broadcast.
A job listing for a role on the CNN Creators team describes a weekly show that resembles a digital media studio production. The listing states: "The weekly linear show is a high-stakes storytelling challenge where two teams of content creators go head-to-head. At the start of the week, they choose a topic to tackle and set out to craft the most compelling stories around that topic. Viewers get a front-row seat to their creative process — brainstorming, scripting, filming, editing, and refining their work — before the teams present their final pieces in an energetic live showdown." This sounds more like a reality competition than a news program!
So, will CNN Creators be a hit or a miss? Will it attract younger audiences and revitalize the network's digital presence, or will it be another failed attempt to adapt to the changing media landscape? More importantly, can a news organization successfully blend journalistic integrity with the entertainment-focused approach of the creator economy? Is it possible to be both informative and engaging without sacrificing credibility? Share your thoughts and predictions in the comments below! What kind of content would you like to see from CNN Creators?
