The revamp -- the first in five years -- covers all parts of the on-air look, including full-screen graphics, fonts and the network colour scheme.
"This is more of an evolution than revolution," said Jill Dougherty, CNN managing editor. "The audience needed something cleaner and easier to navigate. When viewers turn on the TV, they should know where you are and the story you are talking about."
According to Dougherty, the redesign seeks to address issues facing CNN viewers for whom English is not the first language. "We call (our viewers) 'global citizens'. These are affluent, multilingual, high achievers and business leaders. It was necessary to have a more sophisticated look to reach these viewers."
The new look sees CNN drop the news ticker for an information bar displaying one complete sentence or story. "This should allow viewers to concentrate on the main part of the screen," explained Dougherty, adding that new navigational tools and graphics will also allow viewers to see the news coverage and programming coming ahead.
The next phase of the revamp will include new sets in Hong Kong, London and Atlanta. William Hsu, VP, news advertising sales for Asia-Pacific at CNN, said the network's viewer base rose by 29 per cent last year.
CNN streamlines to cut clutter for new on-air look
Time Warner has redesigned the on-air look of CNN International, moving away from a cluttered on-screen presence and the use of heavy graphics.
