Marie Green
Dec 14, 2010

VIDEO: Managing editor Ellana Lee on CNN's Asian audience

HONG KONG - Campaign recently caught up with CNN International Asia-Pacific managing editor Ellana Lee. Here's what she had to say about the news organisation's Asian audience and creating multiple media points for viewers.

CNN International APAC managing editor Ellana Lee
CNN International APAC managing editor Ellana Lee

In her interview, Lee says Asian viewers, through focus groups, have emphasised how essential business news is to them and have expressed a desire to see CNN go beyond breaking news and dive deeper into a wider range of topics.

She goes on to say that CNN was the first news organisation to launch an online site back in 1995. Today, however, she said online is much more that just a compliment or extension of television. She adds that social media is a big part of their online content as research has shown that every person sharing content on, brings back five friends to the site.

As for user generated content, Lee said that the majority of contributions still come from the States but they are seeing an increase in Asia, particularly India.

Related Articles

Just Published

23 hours ago

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

23 hours ago

Tech MVP 2022: Sunil Naryani, Dentsu

MOST VALUABLE PROFESSIONAL: Chief product officer Sunil Naryani has been instrumental in elevating the product offerings from Dentsu and driving radical collaborations across market product leaders.

1 day ago

Why purposeful creativity is more important than ...

Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.

1 day ago

Here's Google's plan to to help advertisers manage ...

David Temkin, senior director of product management, ads privacy and user trust at Google, who is leading the charge on preserving ad targeting and measurement while tracking restrictions loom, discusses these shifts.