CNN Pulls UGC Closer with Integration of iReport

By on 10/26/2009 6:45 AM @beet_tv

Having established iReport three years ago, CNN is the most established mainstream media organization publishing user generated content. 

With the launch today of the newly revamped CNN.com, the role of community content has been prominently elevated.  It is now a regular section of the site.  Although the news generated from this is labeled as "contributed," it will be more part of the CNN general offering.

iReport has been important to CNN's news gathering on big stories, notably the post-election unrest in Iran.

On Thursday in New York, I interviewed Lila King who has run iReport from Atlanta.  She was in New York for the big press kick-off.

You can find more information about the site redesign and the new position of the iReport in the company's press release

The new site went live last night.  Here is the newly named  CNN iReport.

Andy Plesser, Executive Producer

Video Transcript

Lila King:  I feel like we're coming home. iReport is moving back into CNN.com where it belongs and we're bringing an incredible community of citizen journalists who have really done amazing work for the last three years over on iReport.com. We're bringing them back to CNN.com, which is exactly where they belong.

Andy Plesser:  Tell me a little bit about the content and the contributions have changed. You've been at it since the beginning, I think.

Lila King: Yes!

Andy Plesser:  So tell us sort of where things are now, both the kinds of videos, the forms of videos, the scope of the contributors…where are things now?

Lila King:  Well I always like to tell this anecdote. The very first iReport, back in 2006 that was on CNN was literally a squirrel. It was in the middle of a heatwave, it was Kokomo, Indiana, it was a squirrel that looked really hot stretched out on a tree branch and it was a still photo and in the last three years we've come a really long way since then.

One thing that we've started to see too, and it started kind of small, and has gotten much more popular is not just raw footage that's shot from cell phones or even small video cameras, but actually full video produced packages on iReport.com and the soon to be CNN iReport, I'll have to get used to saying that. But people like Chris Morrow in San Diego, CA, who's one of our superstar iReporters, goes out, shoots videos, shoots b-roll, and then comes back home and in her home studio lays on fonts and graphics and cuts together with transitions and turns real packages that run all the time on CNN. She's doing absolutely incredible work and she's just one of almost 400,000.

What I would really love to see and what bringing iReport to CNN really sets us up for is some new collaboration, I think. We've built a community and we've built a set of tools to upload stories and what I'd really like to see next is people working together to tell stories in real time, in the same place. I can't wait!

Andy Plesser:
  That'll be exciting. Well congratulations Lila. Great to see you; great to have you on the show.

Lila King:
  Great to see you too!

 

Recent Videos
image
Rubicon’s Stevens Sees Retailers Becoming Publishers

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he ...

image
Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and ...

image
Embrace Programmatic or Be Left Behind, Carat’s Jarvie

CANNES — It’s a given that the massive change in consumer habits and their interaction with new devices is causing great ripples in the ad business too. The byproduct of that change is the widespread creation of new technologies, says Euan Jarvie, Executive Director at Carat Global, in an ...

image
Teads Finds Success with Bet on Video Viewability

CANNES – When Paris-based Teads launched back in 2011, there was very little conversation about the viewability problems around video advertising, but that has changed and the bet by co-founder Bertrand Quesada looks like it is paying off. The company has recently raised a $30 million round and has ...

image
We Are “Short Step” to Full Automation of Advertising Transactions, PHD’s Cooper

CANNES – The  rate of change in the automation of advertising buying and selling and the industry will reach full automation in short order, say Mike Cooper, Worldwide CEO of Omnicom’s PHD media agency unit.   In the interview he also comments on the unprecedented number of media agencies in ...

image
“Xaxis Sync” Reached Short List at Cannes Lions: Caspar Schlickum Explains Why it Matters

CANNES – Powering real-time advertising buying is determined  by a number of signals, including data on which commercials are being aired at a particular time. Xaxis, the automated media buying unit of GroupM, launched a product last year called Xaxis Sync. It  synchronizes TV ads and serves related ...

image
Programmatic Will Transform Outdoor Advertising: VivaKi’s Hopwood

CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays. That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He ...

image
Dispatch from Cannes: “This was the year of Snapchat,” Mindshare’s Johnston

CANNES – Every year at the Cannes Festival  there is a new player that captures the attention of media world.  “This was the year of Snapchat,” says Norm Johnston, Global Chief Digital Officer of Mindshare, in this interview with Beet.TV He says that Snapchat has proven its value to ...

image
Addressable TV Advertising is Here, Finally, says AT&T’s AdWorks Dunsche

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with ...

image
AdTech Firms Need to Adhere to Attribution Standards, GroupM’s Tilds

CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV. “The one single thing I see in new technology ...

image
Bankoff Wants Vox’s Video On Mobile And Everywhere

CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code. But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned ...

image
Mondelēz’s Bough Wants To Build Bigger, Better, Faster “Unicorns”

CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International. Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business ...

loader