CNN-News18 Reinvents News Experience with Clarity-Centric Strategy, Targets Double-Digit Growth

In a rapidly evolving media landscape where visual clutter and high-decibel debates often dominate screens, CNN-News18 is setting itself apart with a bold, clarity-first content approach. Under the leadership of Smriti Mehra, CEO – English & Business News at Network18, the channel is streamlining its on-screen presentation and rethinking its monetisation strategy, aiming to offer a premium experience for both viewers and advertisers.

A New Era of News Consumption: “One Screen, One Form, One Stream”

CNN-News18’s newly introduced mantra — “One Screen, One Form, One Stream” — focuses on delivering content through a seamless, immersive, and visually clean interface. This involves reduced text clutter, minimal animation, and an emphasis on deeper, story-driven journalism.

“We are creating a global-standard platform that caters to the modern viewer — someone who is just as invested in international affairs as in domestic issues,” Mehra shared in a statement. “The goal is to present impactful narratives without overwhelming the screen.”

Unlike many Indian news channels that rely heavily on panel-based debates, CNN-News18 is shifting towards well-researched, on-the-ground storytelling. This includes gathering multiple perspectives and building context-rich stories that go beyond surface-level headlines.

A Premium Space for Advertisers

For brands, this visual shift translates into a high-quality ad environment. “Advertisers are consumers too. They seek premium, distraction-free spaces for their messaging,” Mehra explained. The streamlined layout ensures better ad visibility and user engagement.

Initial feedback from advertisers has been overwhelmingly positive, with many appreciating the focus on a clean, viewer-first interface. The network is also piloting new ad formats that complement this refreshed design, offering advertisers more meaningful ways to engage their audiences.

Monetising Every Moment of the News Cycle

Despite a sluggish start to the year in terms of advertising revenue, CNN-News18 remains optimistic. The channel witnessed a strong performance last year, driven by central and state elections in India, and the U.S. presidential race — all strategically monetised through innovative ad solutions.

“This year may not have the same headline-grabbing events, but that’s where innovation steps in,” Mehra said. “We’re focused on building cross-platform synergies, especially through digital streams like YouTube and connected TVs.”

With English-language content in India facing headwinds on traditional platforms, CNN-News18 is betting big on digital expansion to consolidate viewership and revenue. This includes integration across smart TVs, mobile apps, and car infotainment systems.

Eyeing Double-Digit Growth in 2025

Even with 2024 being a high base year, the channel has set its sights on double-digit growth for 2025. “Our vision is to maintain leadership in the English news genre while transforming the way news is consumed and monetised,” Mehra concluded.