When decreasing production budgets meet exploding fragmentation of media distribution channels, repurposing content is key for global media players. The name of the game is channel neutral content production allowing easily adopting and repurposing the same content for multiple channels such as broadcast TV, VOD, webcast, blogs, mobile platforms and social networks.

Here’s a great example of how CNN smartly turned a content production challenge into a great piece of content. In an exclusive interview with Roger Federer following his press conference with his new sponsor, CNN was asking a set of standard questions in English. To be able to repurpose the same content for the Latin American market, the CNN reporter asked the same questions in Spanish. And that’s when Roger cracked up and could not stop laughing. Instead of cutting out the missed interview, CNN produced a Youtube making-of version. An excellent example of spontaneous and well done content repurposing, perfectly adapted for the (viral) distribution channel. Enjoy!

Beat Richert