Expressen Case Study

Expressen - hero

Expressen

Content & training transform video output

Objectives

Brand awareness | Market growth  

Challenge 

Established in 1944, leading Swedish tabloid, Expressen wanted to transform its online offering by significantly expanding its video content. 

Expressen needed a partner who could not only provide the high-quality video news content they were seeking but also training and support to help them fulfil their wider ambitions to launch a web TV news channel.  

Expressen - solution

Solution

Through CNN Newsource, we were able to provide Expressen with a comprehensive package of video reports and raw footage to strengthen their online video presence, as well as offering reporting from CNN talent from a variety of breaking news locations.

As a CNN Newsource affiliate, Expressen also benefited from the training needed to expand their own content production. The partnership has been so successful that Expressen has been named CNN’s exclusive affiliate partner in Sweden.  

Results

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2+ million

Daily online audience 

video
Expressen.se
80  million

Monthly video views

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18 hours

Daily video output 

growth
2016-2017
80   percent

Growth in video views

Services this project covered

Content 

CNN started providing newsgathering material and reporter packages for Expressen in 2015, enabling them to significantly strengthen their video news output, particularly in relation to breaking news. The affiliate relationship also created a newsgathering partnership allowing CNN to cover Sweden and the Nordics in more depth. This partnership has now evolved since its launch in 2015 with Expressen now being CNN’s exclusive affiliate partner for Sweden.  

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Training 

To assist with Expressen’s own ambitions to increase their own video output, CNN Consult provided training for 55 Expressen journalists, around news gathering in breaking news scenarios, field production and live television roles and workflows, which was key in ensuring a smooth launch to Expressen’s web TV proposition in time for the Rio Olympics. 

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Television

Expressen launched their own digital TV channel, broadcasting more than 18 hours a day with an ambition to be live within 180 seconds during any breaking news. Mixing local content with international breaking news provided by CNN has enabled Expressen to considerably grow its digital and video offering, growing audiences to 20M+ daily engagements across platforms.

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