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
Cadreon’s Arun Kumar on Advanced TV and Why the AT&T DirecTV Acquisition Matters

Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television.  He says that the merger will mean more intelligent targeting of consumers with data on the household level. He says that inevitable evolution of the new ...

image
Taboola Adds AP To List Of Publisher Clients

In the battle of the content recommendation titans, the two leading contenders routinely trade new client announcements. Amongst the latest is Taboola, which says it will power content recommendations inside Associated Press’ mobile apps and websites. The deal is a two-year exclusive, meaning Taboola ...

image
Former P&G CMO: Fundamentals of Brand-Building Haven’t Changed

Despite the rapid pace of media and technology innovation, Procter & Gamble’s former top marketer Jim Stengel observes that the fundamentals of brand building haven’t changed. “A lot of companies lose sight of that,” says Stengel, who left P&G in 2008, in an interview with Beet.TV. ...

image
Integral Ad Science Raises $67 Million Round to Fund Expansion, Combat Ad Fraud & Viewability

Integral Ad Science, the New York-based tech company that describes itself as  “the leader in quantifying digital media quality” has raised $67 million: $27 million in venture funding from Sapphire Ventures and $40 million in debt financing from Silicon Valley Bank. In this previously published ...

image
14 Chinese Companies Now Among Top 100 Most Valuable Brands: Millward Brown

Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba. “Most of them are big brands, but they’re not truly globalized brands ...

image
4C Insights Acquires Teletrax to Drive Addressable TV Ad Decisioning

CHICAGO — The latest incarnation of a leading TV-synced online ads enabler is coming in to focus, with the announcement, by ad data company 4C Insights, that it has raised funds to acquire Teletrax, aiming to beef up its activities in social and TV advertising. “We’re playing aggressively in ...

image
Video Ad Platform Jun Group Raises $28 Million In First Venture Round

The Jun Group, a New York-based video ad platform that places ads in custom video players on publisher sites and within mobile apps, has taken its first venture round since being formed in 2005, the company announced today. The company, founded in 205, has taken some debt financing and is profitable, CEO ...

image
Hearst CEO Swartz’ Career Advice: Follow Your Passion To The Top

Steven R. Swartz isn’t the only business reporter to make it big on the business side of reporting. Sequoia venture capitalist Michael Moritz wrote for Time magazine before making tech investments, for example. But he is one of the few to have risen to the very top of the company he has worked in for so ...

image
“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” ...

image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

loader