CNA’S 25th Anniversary: Mediacorp’s News Network Announces plans to scale up
Expansion strategy outlined at CNA’s Silver Jubilee includes the introduction of new editions in North America, UK and Indonesia, as well as plans for an increased presence in China
Mediacorp’s news and current affairs brand CNA will focus on reaching new audiences in regional and international markets like Indonesia, East Asia, US, and the UK, while continuing to serve Singaporeans by delivering trusted news and quality stories across its multiple platforms.
These plans were announced at CNA’s 25th Anniversary Gala Dinner, held on 19 March at Capella Singapore with Deputy Prime Minister Lawrence Wong as Guest-of-Honour.
Addressing a celebratory gathering of 300 guests, Mediacorp Chairman Niam Chiang Meng affirmed CNA’s commitment to continue evolving to meet the demands of a changing global mediascape: “We aim to be present at every touchpoint in people’s lives, engaging them through a combination of our own platforms and third-party platforms. This multiplatform approach is anchored on our understanding of how people consume content today – across platforms and devices, languages, and genres.”
Since its launch in Singapore in March 1999, CNA has grown from a local news channel to a network consumed around the world, reaching more than 94 million homes and hotel rooms in Asia Pacific and the Middle East. Digitally, CNA content is consumed by an average of more than 10 million unique visitors every month [1]. On YouTube, CNA has a combined four million subscribers and over 27 million views per month for its CNA and CNA Insider channels. Its strong presence on YouTube has introduced the brand to a growing international audience, with the US being one of the top three markets in terms of watch time for its content [2]. The brand has also earned recognition on the global stage, having garnered more than 500 international awards and accolades in the past decade. Please refer to the Annex for a list of key milestones since CNA’s establishment in 1999.
Fresh initiatives to expand audiences and enhance offerings
With an eye towards fostering further growth, CNA has embarked on developments aimed at building its existing base, meeting new needs, and engaging untapped audiences beyond Singapore:
Making inroads in the US, Canada, and the UK: The CNA brand will be introduced in North America, Canada, and the United Kingdom across a combination of platforms: television streaming services, YouTube, and a curated edition of the CNA website. The roll out will be conducted in phases over this year. This undertaking will cater to people in these regions who are looking for breaking news and insightful documentaries about Asia – in particular China, Japan, and Korea.
Strengthening depth of coverage on China: As part of its expansion strategy and to deepen its on-ground understanding and reporting of China-related news, CNA plans to augment its mix of TV and digital bureaus, with plans to open a new bureau in Shenzhen, and potentially station more correspondents at its Beijing and Shanghai bureaus.
Introducing East Asia Tonight: Audiences can also look forward to a new one-hour bulletin, East Asia Tonight. Airing on CNA every weekday at 6pm from April. Through a combination of ground reporting of the latest developments, original in-depth features and expert analysis, CNA will seek to help audiences around the world to better “Understand Asia”.
Adopting AI to debut a Bahasa Indonesia website: Tapping on a large audience profile closer to home, CNA has launched cna.id, a website in Bahasa Indonesia. To achieve this milestone, CNA’s first digital foray beyond English, CNA signed a research collaboration agreement with Agency for Science, Technology and Research (A*STAR) to build an English-to-Bahasa Indonesia AI translation tool. A dedicated team of Bahasa Indonesia editors then checks these translated as well as original news reports and features before publishing them.
Providing more engaging content experiences: Continuing to harness AI, CNA has introduced AI-generated summaries (FAST) for articles on the CNA app. Launched on 18 March, the FAST feature uses AI large language models to extract key sentences from stories. These are vetted by the CNA editorial team before publication, providing time-pressed readers with an option to sample content quickly and efficiently when on the go. This feature will be launched on the website soon.
Earlier this year, CNA also introduced a text-to-speech conversion to enable readers to listen to digital stories; and improved its personalised experiences with MyFeed, a feature which allows readers to select and receive more stories on topics of interest to them.
Mediacorp Editor-in-Chief & Chief Sustainability Officer Walter Fernandez said: “CNA’s Silver Jubilee marks a significant milestone in our journey as CNA goes global.”
Added Mr Fernandez: “In the past decade, CNA has won more than 500 international awards for its outstanding content; CNA was named ‘Channel of the Year’ by the London-based Association for International Broadcasting in November 2020; and two years later CNA was named the global winner of the ‘Best News Website or Mobile Service’ by the World Association of News Publishers. Building on this track record of high-quality content and engaging programming, CNA has set its sights on being the global news source to ‘Understand Asia’. The next leg of CNA’s growth will focus on expanding our coverage and sharpening the nuance of our reporting about China; while growing our global audience particularly in North America and Europe.”
[1] Source: Adobe Analytics, April 2023 – February 2024
[2] Source: YouTube Studio