"TV's news shows are often brought to you by a sponsor. Now, in the case of CNN, so too is its actual newsgathering. As part of a bold ad deal, T-Mobile 's logo will turn up often on screen when CNN reporters and correspondents deliver live reportage from outside the studio, a sign that the telecom giant's nascent "SuperMobile" service, tailored for business users who want quick, reliable connections and privacy safeguards, has helped establish the connection between journalists and audience."
""Our anchors and reporters and journalists can't have any implicit or explicit endorsement of any product," notes Guy Griggs, recently named senior vice president of advertising sales and partnerships at the Warner Bros. Discovery news operation. And there are times when having T-Mobile's logo on screen would not work, acknowledges Mo Katibeh, chief marketing officer of T-Mobile's business services. "We will be sensitive in our approach," he notes. When viewers "are there for the news" at critical moments, he adds, "we wouldn't manifest the logo" on screen."
CNN has struck a sponsorship deal with T‑Mobile that will place the carrier's logo frequently on screen during live, outside‑studio reporting. T‑Mobile's SuperMobile service for business users is the commercial tie behind the visible branding. The arrangement raises conflict-of-interest concerns if T‑Mobile becomes newsworthy or appears during crises such as riots or war. Past examples of sponsorship-driven optics include a televised show promoted as "brewed by Starbucks." CNN and T‑Mobile say editorial endorsements are prohibited and that the logo will be withheld during critical news moments, while the partnership aims to boost ad revenue.
Read at Variety
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