The trio of broadcasters has committed $50 million of advertising inventory to promote vital public health messages that will reach over 800 million people across the globe.
BBC Global News, CNN International and Euronews have come together to donate free airtime to public health bodies for the promotion of messages to combat the coronavirus crisis.
The broadcasters announced today the combined inventory would be otherwise worth up to $50 million in advertising revenue. It will be available to major multilateral organisations and national health bodies to communicate information to help protect citizens and stop the spread of the virus.
Jim Egan, chief executive, BBC Global News, said: “Accurate information is one of the best weapons in our collective armoury for fighting this virus.
“We are telling the global story across our editorial output, but it also feels right to do whatever we can to help health agencies get their message out to the world as widely as possible.”
This is the first time that the three broadcasters have come together for a joint initiative, signalling how important it is to them to play their part in a worldwide effort to bring vital health information to people across the globe.
They are encouraging other publishers and platforms to replicate the model, in order to help spread the message even more widely.
Michael Peters, chief executive, Euronews, said: “In these challenging times for the world, we have an even higher responsibility to bring our audiences accurate information in real time, across our twelve language editions.
“Our newsroom has been working round-the-clock, including with major multilateral organisations like the WHO, to ensure that our audiences stay up to date with the latest recommendations to avoid the virus spreading. But we want to go one step further.
“We are proud to be launching this initiative with our long-time peers BBC Global News and CNN International; together, we want to help health authorities broadcast their vital messages more widely, and we hope many other media will follow suit.”
Demand for trusted news has been exceptional in the last few weeks, with the public tuning into traditional media for timely and accurate sources of information.
According to Global Web Index, the monthly reach across TV and digital for the three broadcasters is over 800 million. Campaigns running via this scheme will be across TV and digital platforms, with the ability to target messages to reach audiences in specific regions.
Rani Raad, commercial president, CNN International, said: “Wherever you are in the world, this situation we find ourselves in is unprecedented.
“Whilst CNN’s editorial staff are working tirelessly to ensure people everywhere have the most up to date and accurate facts, it also makes sense to promote the public health agencies’ messaging.
“By working with our competitors, I hope this combined effort has a positive impact and our global footprint helps reach as many people as possible.” IBC