New York -- CNN is extending its TV Everywhere play with a next-generation product giving authenticated viewers access to 24-hour news rundown and access to on-demand segments, flanked by complementary digital content.
Initially, the CNNx service is available to verified CNN video subscribers through their iPad and will be accessible through other platforms later this year. The service will bow on set-top boxes and CNN.com by year-end, according to KC Estenson, senior vice president and general manager of CNN Digital, who showcased the service during the news network’s presentation to advertisers here on Thursday afternoon.
Upon logging onto to Watch CNNx with their TV username and password, users will be able to watch CNN TV live or access a full day’s worth of CNN television rundowns, with the video-on-demand functionality affording them the opportunity to catch up on what they’ve missed or see what’s upcoming on the menu.
As such, they will be able to play producer of sorts, said Estenson, as they can control their own news experience by previewing or scrolling back through the segments they want to watch.
Moreover, they can dive deep into any topic or issue, which will be supplemented by curated related digital content -- notably real-time articles, images and social commentary .