Turner Broadcasting has added a new home for its branded projects. The media conglomerate has launched its own in-house content studio, dubbed Courageous, for marketers working with Turner’s news networks HLN and CNN.
In a release, Turner said Courageous will utilize “journalistic instinct to identify culturally-significant brand narratives” and develop long-form series, multimedia pieces, and more content formats for advertising partners. All content created through Courageous will be distributed across CNN or HLN’s social platforms, with a clear sponsored label to “uphold CNN’s editorial integrity.”
The Courageous production team will consist of editors, videographers, data scientists, and producers to help create the most effective storytelling experiences for CNN and HLN brand partners. Courageous will be led by Otto Bell, Vice President and Group Creative Director, as part of Turner’s larger content strategy, headed by Executive Vice President of Integrated Marketing and Branded Content Dan Riess.
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“Now we can offer marketers the opportunity to harness the value proposition of CNN like never before,” said Riess. “CNN is the most trusted name in news. It has two fully distributed television networks as well as CNN Airport Network, one of the largest digital and social audiences in the world and a true global footprint. Combine all of this with CNN’s video storytelling heritage and it’s clear why Courageous is an important step as we build on Turner’s existing content marketing capabilities for our clients.”
