How to Brand the News? Fox just launched its first business news channel on October 15th: In this crowded market, how will burgeoning news channels differentiate themselves from established news channels and networks? Which strategy should a channel adopt to gain and keep viewers watching? News design and channel positioning can create our first impression of a channel. Decisions about headlines, set design, visual identity and screen presentation reflect the network's strategy. As news is dependent on the same current events, what is the differentiator between programs with similar content? In other words, how to write differently a same story, with the same characters, the same beginning, the same development and the same end? If design, visual effects, coverage and journalists can make a difference, viewers choose first a well-known and trusted name. How to build a name in the news? Has the News become a brand? MODERATOR: Sree Sreenivasan
Vice Dean
Columbia School of Journalism CONFIRMED PANELISTS: Bill Hartnett
Advertising and Promotion
NBC News Bob Murphy
Vice President
ABC News Scot Safon
Executive Vice President
CNN Worldwide Marketing Sarah Bernard
President
236.com/Huffington Post MBA COORDINATOR:
Frederic Ruaz - fruaz09@gsb.columbia.edu
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