CNN Brasil’s Multiplatform Model for News Consumption

Name: CNN Brasil’s Multiplatform Model for News Consumption
Uploaded: 2026-10-03T01:58:54+00:00
Description: Vanessa Gregoraci, commercial director at CNN Brasil, discusses how the network structured its multiplatform strategy from day one. The conversation explores the audience shift to social networks and the creation of commercial products built specifically for digital environments.

Vanessa Gregoraci explains creating native formats for social media and connected TV to reach new audiences.

Vanessa Gregoraci, commercial director at CNN Brasil, discusses how the network structured its multiplatform strategy from day one. The conversation explores the audience shift to social networks and the creation of commercial products built specifically for digital environments.

Vanessa Gregoraci, commercial director at CNN Brasil, spoke with Bruno Gimenes on Marketing - The Podcast about journalism's adaptation to shifting news consumption behaviors. In an excerpt from the episode that also explores other areas of the network's operations, Gregoraci explained how the Brazilian operation was designed from its debut to operate simultaneously across multiple screens.

In the video above, Gregoraci addresses the landscape presented by Bruno from the Reuters Institute Oxford's Digital News Report, which showed that social media and video platforms have overtaken news websites and apps as the primary news source globally, alongside a 36% trust rating in news in Brazil. Given this context, Gregoraci emphasized that the network launched in the country in 2020 already built for the digital environment. "So, it wasn't a TV channel that became digital; it was already born into this digital mindset," she stated.

According to Gregoraci, YouTube serves as the primary audience driver for the channel, complementing broadcasts on pay TV and connected TV. The distribution was designed to fit diverse consumption moments and the habits of younger audiences. "So, I say it's not just about the platform, but about content, right? Producing quality content is what we do," Gregoraci explained.

The commercial director noted that a digital presence required abandoning simple replicas of the television lineup. Instead of relying solely on linear broadcast clips, the company began designing shows created exclusively for social platforms, featuring dedicated monetization and a tone tailored to Gen Z. "So today, CNN has specific products created only for social media, right? That allows us to generate revenue exclusively from social," Gregoraci noted.