Partnership Opportunities

Executive Summary

For thirty years CNN has reported on the biggest political, environmental and humanitarian challenges facing mankind. It has maintained a balanced editorial that has enlightened and shaped the collective view and encouraged progress. CNN and General Electric share an innovative history that has shaped the world.

CNN is the global and credible platform to empower and communicate effectively with business and policy decision makers, influentials and opinion leaders on both a global and local level. This audience rely on the in-depth analysis and progressive reporting of global events to keep up to date and informed. Through this insight, analysis and engagement, CNN are at the forefront of innovation and imagination.

CNN is an industry leader in premium content creation with a proven track record of delivering award winning material. Providing a truly global property, and unrivalled scale and reach, GE will achieve a huge footprint within key markets and will benefit from association with this high quality content by further communicating their corporate brand message amongst CNN’s affluent and influential audience.

The CNN Audience

The CNN audience are seen as global citizens; affluent, intelligent, well travelled and influential. Our consumers are focused careerists with significant decision making authority, reinforcing our position as the No.1 international news channel and media website to reach key business decision-making audiences across EMEA.

CNN delivers the highest reach of C-Suites, Opinion Leaders and Decisions Makers;** Source: EMS Summer 2009

o 52.3% CNNo 45.4% BBC Worldo 39.0% Euronewso 27.2% CNBCo 23.3% Bloomberg

o 21.0% CNN.como 19.9% FT.como 13.9% Skynews.como 8.8% Bloomberg.com o 6.5% CNBC.com

Mobilised Imagination

CNN’s audience are naturally inquisitive and intrigued by the challenges that are faced internationally. At the height of the Gulf Oil Disaster, they put their imagination to work and submitted hundreds of their own solutions via CNN citizen journalism channel I-Report.

CNN then asked Bill Nye to take a look.

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This video has been shared 2365 times since May 2010.

Just Imagine

‘Just Imagine’ is an editorial initiative designed to inform, educate and entertain the CNN audience with visions of what life might be like in the future. Bringing to life the concept of imagination, the series will explore and enlighten the target audience on what tomorrow’s world might be like…..

Just imagine; streetlamps don’t exist and streets are instead lit by elevated cars and their headlights. Just imagine; 50% of all homes across the globe are solar powered. And Just Imagine, waiting lists for medical surgery no longer exist.

Portraying a more imaginative, and inspirational feel, the editorial films will each feature a unique ‘visionary’ sharing their thoughts on what the world will be like in 2020 and beyond.

Through provocative programming, themes to be explored could include; health, sustainability, technology and energy. Association of which, would help demonstrate GE as a forward thinking, innovative company – reinforcing the brand messaging of “imagination at work”.

To ensure engagement and interaction with the target audience, the Just Imagine initiative will benefit from a bespoke editorial feature page, exclusively sponsored by GE, which will enable audiences to comment, blog, view and interact with the concepts explored in the series.

The programme will also benefit from a WAP site which will ensure that audiences feel empowered and involved by the imagination captured, on the go, anytime, anywhere.

What If?

Increased population and life expectancy will strain existing infrastructures. Innovation is needed to cope with increased demand. How we choose to tackle these challenges will have a significant impact on the health of inhabitants and the ecosystem that surrounds and supports them.

CNN analyses the challenging scenarios facing modern living and investigates the innovative solutions being prepared across the globe.

For example

What If? There wasn’t enough water to power the future…..?

What If? Antibiotics were no longer effective against infections…?

A catalyst for debate amongst GE’s core audience, ‘What If?’ will ignite discussion and actively engage C-suite and Decision Makers often calling upon them for contributions.

What If? will be monthly programme (3x5 min segments per month in a prime time programme) that examines a scenario with a fully developed case study presented to a panel of executive decisions makers from various view points, coming together to debate their collective reactions to the ‘situation’.

Each scenario will be supported by a comprehensive website with specially shot material, archive and audience participation on the key questions raised.

Each scenario will concern innovation in environmental technology and new approaches to healthcare.

One Simple Thing

Simple acts can serve as the catalyst for change in our own lives and in the lives of others. Subtle differences can be the beginning of revolutions. The power of imagination and commitment is driving many to change the world one idea at a time. ‘One Simple Thing’, a brand new CNN initiative, is set to highlight the work done to solve some of the world’s most important problems.

The 52 week series will report from around the world and unearth the innovations that allow people to live healthier more sustainable lives.

Alignment with ‘One Simple Thing’ will promote GE’s dedication to facing the world’s toughest challenges. Sponsorship will also show support for those who also strive to reduce costs, increase access and improve quality for those who need it most.

Using some of CNN’s best talent, the series will highlight the people whose simple ideas are solving some of the earth’s most vexing problems. Airing within CNN International’s primetime programming, the concept will be complemented digitally through online, mobile and social networking.

‘One Simple Thing’ will provide GE with a fresh avenue enabling them to reach their audience. The range of topics covered will provide opportunity to promote both Ecomagination and Healthymagination.

CNN Heroes

There are people among us who look around and see a world of possibility and hope. While they see people and places in need, they also see how their personal power can quietly accomplish remarkable things. They are CNN Heroes.

CNN Heroes honours people -- unheard and unrecognized -- who are making extraordinary contributions to the world, one idea at a time. CNN will utilize the global assets of the network to highlight these people and tell their stories, having already profiled more than 100 people as CNN Heroes since the campaign launched in 2007.

CNN Heroes culminates in an All-Star Tribute; a global broadcast that captures the spirit of our Heroes. Past winners include the 2009 Hero of the Year, Efren Peňaflorida who gives Filipino youth an alternative to gang membership through education and the 2008 Hero of the Year Liz McCartney whose dedication to helping Hurricane Katrina through her non-profit St. Bernard Project has rebuilt the homes of more than 120 families.

In 2009, CNN’s audience was more engaged with CNN Heroes than ever before. There were more than 9,000 Heroes nominated and more than 2.5 million votes cast. In 2011, CNN will expand upon the success of CNN Heroes, by adding more interactivity and viewer/user participation.

CNN Bespoke Theme Week

This brand new editorial initiative will feature a dedicated segment within EMEA prime-time, Monday – Thursday, leading up to a Friday feature interview with an industry expert or associated individual.

The content can be hooked around a specific event, or act as a great feature within a longer term branding campaign. Areas of focus can range from Health, to Environment, Energy to Technology.

This dedicated feature will give GE the perfect opportunity to exclusively associate their brand with this premium content. Communicating at high impact, GE will further raise awareness and focus on their core themes, whilst reinforcing their brand messaging of Ecomagination and Healthmagination to CNN’s affluent and influential audience.