1 cbc news digital renewal strategy proprietary and confidential 1 digital renewal strategy spring...

CBC News Digital Renewal StrategyProprietary and Confidential

1

Digital Renewal StrategyDigital Renewal StrategySpring 2010Spring 2010

CONFIDENTIAL: NOT FOR ONPASSINGCONFIDENTIAL: NOT FOR ONPASSING


2


3


4

Where We’re Going

CBC News’ refreshed digital platforms will give Canadians the up-to-the-minute news they need to make informed decisions about issues that affect them.

Distinctive, accessible formats will give depth and context to the headlines.

We’ll be a meeting place for Canadians who want to discuss the stories that matter – and a jumping-off point for those who want to find out more.

In doing so, we’ll retain our current users and reach out to new audiences.

CBCNews.ca will be Well Informed. Now.


5

Values

Four key qualities apply throughout: Excellence

In our journalism, our speed, our design and our technology. Trust

Give users the information they rely on through news that we write or aggregate.

Multimedia

Showcase the best News video/audio; optimize CBCNews.ca for media as well as text.

Innovation Enhanced storytelling using new formats and design, and explore fresh ways of reaching Canadians.

Key Areas of Focus

Engagement

Mobile & EmergingPlatforms

Breaking News& Immediacy

Local

Depth & Context

Staffing


7

Breaking News & Immediacy


8

Deliver “Now”

Grow frequency of visits, appeal to news grazers through better breaking news service online and other platforms.

Live 24/7, CBCNews.ca offers up-to-the-minute breaking news and frequent, reliable updates.

Consistently “live” at news events via live streaming video.

Boost transparency by showing evolution of a breaking news story through new formats.

Push local and national headlines to other digital platforms and CBC News Network.


9

Local


10

Deliver Local

Enhanced local experience attracts audiences to

rest of CBCNews.ca by acting as a gateway.

Main landing and story pages push to local.

Investigate 3rd-party feeds to supplement content. Offer more news relevant to ethnic groups with

strong interest in local to widen CBC News appeal.

Be a community hub, enabling people to contribute

content; suggest stories; debate and interact.

Mobile geo-location for local news on the go.


11

Depth & Context


12

Deliver “Well Informed”

Improve site relevance for users by tackling key questions on top stories and “big picture” issues.

Redirect resources to deliver engaging and accessible “added value” content using multiple media and formats.

Support need for background on major breaking news through swift creation of flexible, sharable topic pages.

Be a trusted pathfinder by aggregating and linking to recommended third-party content relevant to top stories.


13

Engagement


14

Deliver Engaged Users

Build trust and grow loyal audiences by reflecting a modern Canada and treating users as equals.

Re-examine value of comments on all news stories; devise methods to facilitate productive debate.

Streamline workflows and tools so users can upload easily and see UGC quickly reflected on CBC News.

Champion transparency by giving users insight into stories and decisions. Seek and reply to feedback.

Implement “awareness systems” on CBCNews.ca to acknowledge real-time social media debate about stories.


15

Mobile & Emerging Platforms


16

Deliver News Beyond the WebCBC News reaches users on the move, and wherever they work or play. We extend from the web, to mobiles, and, looking ahead, to multiple emerging platforms.

Mobiles and smartphones: • Offer mobile site optimized for all browser-capable mobile

devices, including next-gen smartphones.• Capitalize on iPhone growth by developing News iPhone app;

focus on national news offer, expand to local markets.• Priority content: Breaking news; rich media; location-specific

information and UGC uploads.

Emerging platforms:• In the future, deliver CBC News content to consumers on

convenient new interfaces (eg: iPad.)• Establish CBC-wide digital “lab” to foresee future directions

and platforms and develop innovative approaches to benefit all of CBC.


17

News Roles & Relationships


18

The Hub

Along with CBC News Network, CBCNews.ca is the Hub’s top priority to provide immediate content.

CBCNews.ca is present at the start of, and throughout, the news coverage process, and is an equal player.

Redesign workflows to facilitate assignment process between CBCNews.ca and the Hub.


19

CBC News Network

Fully align CBCNews.ca with CBC News Network in our provision of breaking news.

Both platforms share and adhere to strengthened breaking news protocols, developed in conjunction with the Hub.

Individual teams with expertise continue to own the online and on-air experiences.


20

The Centres

Tri-media integration of local newsrooms is key.

Local managers and journalists responsible for

shaping coverage tailored for distinct audiences

while aligning with overall CBC News brand.

CBCNews.ca in Toronto uses local stories with

national relevance; provides assistance and

resources on big breaking news stories.

Two-way relationship between Centres and

Toronto.


21

What Next?

Tim Richards manages project day-to-day.

Interdepartmental groups build out strategy: Breaking News Well Informed Local Emphasis Community Building Improving Workflow Beyond the Web Program Relationships

Staffing structures determined.

Technical roadmap with Digital Programming.


22

Timeline

Week of April 26th: Groups begin work

Week of June 14th: Groups report

End July: Implement “quick wins”

September: Soft launch

Wednesday drop-in meeting: 3pm.

1 cbc news digital renewal strategy proprietary and confidential 1 digital renewal strategy spring...

Documents

local news

uptotheminute news

news grazers

news events

goingcbc news

news relevant

cbc news appeal

breaking news story