Interview: CNN’s Caroline Faraj talks journalism in a digital world

Caroline Faraj, vice president for Arabic Services at CNN. (Supplied)
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Updated 10 May 2021
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Interview: CNN’s Caroline Faraj talks journalism in a digital world

  • Caroline Faraj, Vice President for Arabic Services at CNN, shares the news channel’s growth and strategy

DUBAI: With more and more people consuming news online, it has become increasingly important for news outlets — print or TV — to digitize their offerings.

CNN, one of the biggest news outlets in the world, broke all records last year with CNN Digital reaching its largest and most engaged global audience. In the region, CNN Arabic registered its highest year on record for average monthly unique visitors, which was up 34 percent from 2019 largely driven by record-high levels of mobile consumption which grew by 24 percent from 2019.

Arab News spoke to Caroline Faraj, vice president for Arabic Services at CNN, to learn more about the growth story and future strategy of CNN Arabic.

Can you share how much of the traffic is organic, versus from other sources such as social media?

It is a significant strength and differentiator that the vast majority of CNN Digital and CNN Arabic’s traffic comes to us directly. CNN is one of the few remaining destinations on the Internet where people seek out our home page or coverage of a particular story as they associate us with trusted news and information. While it is important for us to have a social presence, we are much less reliant on traffic referral from those platforms than other media due to the strength of our brand, both globally and with CNN Arabic.

What is the strategy to drive growth?

CNN Arabic is the Middle East’s leading independent news platform. What makes us stand out is that independence and our credible, authentic, factful reporting and the huge trust in the CNN brand which has tremendous value for our audience. We offer a global perspective, both on international news and on stories that are more regionally relevant or focused.

Being part of the world’s largest news network, with journalists working on stories from every continent, is an enormous asset in terms of the renowned quality of our journalism, the resources and wealth of talent in our teams and the recognition and confidence that the audience has in us. As we’ve seen with the record audience numbers, CNN is more essential than ever before in providing trusted news.

Our audience is powerful; the caliber of our audience differentiates us from other news media. Political leaders, CEOs, celebrities and people at the top of their industry, actively share, reference and act upon our reporting. We reach these audiences at scale including opinion-formers, change-makers, high-spenders, travelers and business decision-makers.

Having an impact, creating change and being an essential trusted news source is key to maintaining and driving growth among our influential audience and reaching new and younger audiences.

Analysis from a recent brand study that we conducted showed that with the news events of 2020 and the outlook for 2021, 91 percent of consumers from the Middle East and Africa region feel the role of international news media is now more important than ever.

Our strategy is based on constant innovation and responding to the audience and their consumption habits, the formats and the stories that they’re engaging with. The closer we are to our audience the better we are in offering and curating the content they are interested in.

Underpinning everything is a data-led approach that analyzes audience trends and behavior to give insight on where we can grow and serve our audience even better in the future. For example, our analysis shows that our Arabic audience expands well beyond the region and there are growth opportunities with Arabic speakers in the US. Along with breaking news, we know that business, technology, travel, sports and entertainment are key areas of interest for our audiences.

Another area for growth is in our products such as audio and newsletters. Globally downloads of CNN audio content increased by over 75 percent in 2020 compared to 2019 and there’s been a huge demand for CNN newsletters as subscriptions grew by 90 percent in 2020 compared to 2019. We’re currently developing concepts for Arabic audiences.

How did CNN Arabic adapt to digital and mobile?

CNN Arabic has been a digital destination from the outset when we launched almost 20 years ago. As a digital-first brand, we have been well ahead of many of the competitors. Mobile has been at the core of our offering ever since the introduction of the smartphone. It will remain a focus, in line with the Middle Eastern audience’s preference, as we’re currently seeing the majority of traffic on mobile, which is at almost 90 percent in some cases.

What are your plans for the future?

We are listening to our audience’s needs and making changes as part of our commitment to them. Plans include expanding into audio and newsletters, which as I mentioned we’re seeing huge growth in globally. The product portfolio will grow, content formats will evolve and become more immersive and we’re exploring a move into events.

An area that I am very passionate about is training the next generation of journalists. For many years we’ve offered internships at CNN Arabic; we’ve had more than 120 interns from around the world and have provided training courses in the region. This has been formalized this year through the CNN Academy Abu Dhabi, which I was proud to be part of. As we look to the future, I am keen for CNN Arabic to bring this level of training for Arabic speakers that want to learn about the skills of our trade.

From a commercial perspective, we are also looking forward to working with more brands. CNN Arabic is the ideal platform if an advertiser wants to reach Arabic audiences at scale in a premium environment. We work closely with our commercial partners to develop innovative solutions and ensure that their messages cut through in sponsorships, digital advertising and audience targeting.

How has news media changed in the past few years – especially during the pandemic – both from a user consumption perspective as well as from a media owner perspective?

People can get news in numerous different ways and are surrounded by so many of sources of information. The pandemic has certainly prompted behavioral changes and accelerated the need and appreciation for factual, trustworthy and accurate reporting. With the growing prevalence of information sources, people are turning to brands they trust for news and information. We’ve seen that with our record-breaking traffic. Even though there are more sources than ever, and more platforms than ever, we had our best year on record.

We’ve also seen changes in consumption habits with round the clock engagement as audiences are regularly checking in on the latest news on their phone and we’re seeing high demand for video content.

What are your thoughts on the relationship between news media and companies such as Facebook and Google and the consequent idea of these companies compensating publishers?

We work with all the major platforms, and last year we partnered with Facebook on a campaign about maintaining community and connection during Ramadan.

When working with any of the platforms, publishers need to have a path to revenue. It’s important for us to have a presence on various platforms, but our focus is on our owned and operated platforms, such as with the move of the Go There show from Facebook onto our own website and mobile apps.


Taliban shut down Radio Zhman over alleged music broadcast

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Taliban shut down Radio Zhman over alleged music broadcast

  • Officials closed the radio station after warnings about broadcasting background music during programs
  • Afghanistan Journalists Center says closure is a ‘significant infringement on the fundamental rights of free media’

LONDON: Taliban authorities have shut down Radio Zhman TV in Afghanistan’s southeastern Khost province, accusing the station of using background music in its broadcasts, a violation of the Taliban’s media policies since their takeover of the country in August 2021.

The Afghanistan Journalists Center condemned the closure on Wednesday, calling it a “significant infringement on the fundamental rights of free media” and warned of potential repercussions if restrictions on local media continue to escalate.

According to AFJC, Afghanistan’s media law stipulates that journalists and media organizations should be able to conduct their professional duties without undue restrictions, and that authorities have a responsibility to support media freedoms.

US-based Amu TV reported that the decision was made during a commission meeting at Khost’s Directorate of Information and Culture, which included representatives from the Ministry of Vice and Virtue, local intelligence, police, and information officials.

The commission determined that the station’s use of light background music in a social issues program was a breach of the Taliban’s strict media policies.

The Taliban’s Ministry of Vice and Virtue, which enforces its interpretation of Islamic law, had previously issued warnings to broadcasters about playing music, which the group deems inappropriate.

Radio Zhman, established in 2017, broadcasts a mix of political, social, cultural and educational programming from 7:30 a.m. to 10 p.m., reaching listeners in Khost and parts of neighboring Paktia province.

It is the second local media outlet to be shut down in Khost recently. Gharghasht Radio was closed on Oct. 31 but allowed to resume operations three days later on the condition that it refrains from broadcasting any music.


Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index

Updated 07 November 2024
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Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index

  • Emirati city moves up 4 places to 5th in overall global rankings, based on all measured attributes, behind London, New York, Paris, and Tokyo
  • Riyadh and Jeddah climb 4 and 6 places respectively to rank 75th and 79th on the overall global list

LONDON: Dubai claimed the title of most reputable city in the world in the 2024 Brand Finance Global City Index, which revealed notable improvements across the region.

The brand valuation and strategy consultancy firm’s second annual global survey on city perceptions, the results of which were released on Thursday, placed Dubai fifth in the overall global rankings, which are based on all measured attributes, behind London, New York, Paris and Tokyo.

Last year, the Emirati city ranked ninth. This time, the survey found it had made substantial gains in terms of investment appeal and reputation, bolstered by strong governance and strategic investments.

Riyadh and Jeddah also improved, climbing four and six places respectively to rank 75th and 79th on the overall global list.

Riyadh enjoyed some impressive gains in specific attributes, moving up 37 places in the rankings in recognition of its high-profile sports teams and clubs, 24 places for its private schools, and 20 places for its shopping, dining and nightlife options, making it one of the fastest-growing cities by these measures.

Andrew Campbell, managing director of Brand Finance Middle East, attributed the rapid improvements in the regional rankings, particularly the success of Dubai, to strategic investments by governments in infrastructure, tourism and the business sector.

“The substantial improvements in Dubai’s consideration metrics further highlight the city’s increasing allure as a premier destination for visitors, residents, businesses and global investors,” he said.

Dubai’s appeal in terms of business and innovation, along with a stable economy and favorable corporate tax policies, were credited with moving it four spots higher in the overall rankings than a year ago. It also achieved significant improvements in its rankings for local working (from 16th to 8th) and remote working (from 24th to 4th).

The index is based on a survey of more than 15,000 respondents. It measures factors related to familiarity, reputation and consideration to assess how desirable a city is viewed for living, working, studying, visiting, retiring and investing.

Abu Dhabi ranked 30th on the overall global list, the same as last year, but improved in terms of science, technology and economic appeal.

Other cities in the Middle East and North Africa that appear on the list include Cairo (63rd place in the overall rankings), Doha (69th), Casablanca (73rd) and Tel Aviv (83rd), which dropped six places amid ongoing conflicts.


Saudi stories pique audience interest, says Bloomberg Media MD

Updated 07 November 2024
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Saudi stories pique audience interest, says Bloomberg Media MD

  • Visiting the Athar Festival of Creativity in Riyadh, Amit Nayak told Arab News: “We’ve seen a real appetite from our global audiences for content from here”

RIYADH: Stories and articles about Saudi Arabia and the region are among the most widely read by audiences, according to Bloomberg Media’s managing director in the Middle East and Africa.

Visiting the Athar Festival of Creativity in Riyadh, Amit Nayak told Arab News: “We’ve seen a real appetite from our global audiences for content from here.”

He said that with such a large and diverse team based in the Middle East, Bloomberg Media was able to bring local insights and perspectives to provide content based on what audiences wanted.

“We remain focused on deeply understanding our Middle Eastern audience, fostering direct relationships, and delivering trusted news and insights tailored to their needs,” he said.

“We work with leading entities across the region, such as Saudi Tourism Authority and Red Sea Global, using custom content across different platforms to help tell their stories to regional and global audiences.”

The use of smart technology has been big part of Bloomberg’s strategy for over a decade, with The Bulletin being a predominant feature on the app. Launched by Bloomberg’s Media Innovation Lab in 2018, it provides single-sentence summaries of the top three stories.

“We leverage first-party subscriber data through our AI-powered Audience Accelerator platform,” added Nayak. “This allows us to precisely target key demographics to inform machine learning models that predict the population of users on the site, enhancing campaign performance and building brand credibility.”

In 2022, Bloomberg Media Studios opened a regional studio in Dubai and earlier this year launched “Bloomberg Horizons: Middle East & Africa,” a flagship morning program.

Bloomberg News also launched the Mideast Money newsletter, which focuses on “the intersection of wealth and power, and the impact of regional sovereign investors and dealmakers in global finance.”

Evolving as a commercial team that, 10 years ago, predominantly sold advertising, Nayak said that as clients became more sophisticated and keener to reach global audiences, Bloomberg Middle East was fostering internal talent to better collaborate with them.

“We were well placed because we have invested heavily in our teams on the ground here — whether that’s expanding sales, building a client marketing team, or hosting events on the ground in the region,” he said.


Tunisia influencers sentenced to jail over content: media

Updated 06 November 2024
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Tunisia influencers sentenced to jail over content: media

  • Some Internet users condemned the spread of crude language and obscene images on social media, while others saw the move as a new restriction on freedoms

TUNIS: Four influencers on Instagram and TikTok have been sentenced to jail in Tunisia for content authorities deemed immoral, local media reported Wednesday.
The Business News outlet said an Instagrammer known as Lady Samara, with about one million followers, was sentenced to three years and two months in prison on Tuesday.
TikToker Khoubaib received four years and six months, while Instagrammer Afifa was sentenced to a year and six months and her husband Ramzi to three years and six months.
On October 31, as part of the same investigation, an Instagrammer known as Choumoukh was sentenced to four and a half years’ jail on similar charges.
The private radio station Mosaique FM also reported a series of sentences ranging from 18 months to four and a half years, without identifying those being sent to prison.
It said they were being prosecuted for “public indecency, dissemination of content contrary to good morals or adopting immoral positions, using inappropriate language or adopting inappropriate behavior that undermines moral and social values and risks negatively influencing the behavior of young users of these platforms.”
The investigation was opened after the justice ministry on October 27 urged prosecutors to “take necessary judicial measures and launch investigations against anyone producing, displaying or publishing data, images, and video clips with content that undermines moral values.”
The decision sparked widespread debate, both on social media and in the media.
Some Internet users condemned the spread of crude language and obscene images on social media, while others saw the move as a new restriction on freedoms.
Online magazine Nawaat, which frequently criticizes the Tunisian government, said the arrests come amid “a climate marked by repressive restrictions on freedoms.”
“Following the systematic dismantling of judicial power, the prosecution of opponents and journalists, and the repression of civil society, social media influencers — regardless of the quality of their content — are now in the regime’s crosshairs,” said an article.
Tunisia’s opposition and civil society have condemned what they call an “authoritarian drift” by President Kais Saied, who was re-elected on October 6 with a sweeping majority but low turnout.


Trump Media reports $19 million loss in third quarter on TV streaming costs

Updated 07 November 2024
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Trump Media reports $19 million loss in third quarter on TV streaming costs

  • Trump Media & Technology Group said the figure includes $12.1 million in legal fees
  • It also reported $3.9 million in research and development spend

Former US President Donald Trump’s media company reported a net loss of $19.2 million in the third quarter, due to legal fees and costs tied to its TV streaming deal.
Trump Media & Technology Group said the figure includes $12.1 million in legal fees in the quarter, stemming from its acquisition of TV streaming technology in August and residual fees related to its SPAC deal in March.
It also reported $3.9 million in research and development spend.
Shares of the company reversed earlier losses in extended trading and were last trading about 2 percent higher.
The report comes as the US presidential election is in the final stretch, with polls showing Trump and current vice president Kamala Harris running neck and neck, as the world awaits the results of one of the most unusual elections in modern US history.
Shares of Trump Media, which operates the Truth Social media platform, have seen wild swings in recent days with the stock serving as something of a proxy for Trump’s chances of election.
Trump Media said its revenue was $1 million for the quarter ended September and had cash and cash equivalents of $672.9 million, including short-term investments, with no debt.