From forming a global perspective to promoting empathetic and open-minded discourse, international news has become essential for a global society. It is a platform for discussing a wide range of topics, from ensuring accountability from institutions and officials to bolstering cultural exchanges and combating misinformation. As the lingua franca of our global community, English-language international news is a significant part of people’s daily lives and influences their perceptions of and needs for the world around them.
Consumers across all markets desire to stay abreast of international events and developments through their choice of media. They want to know how a particular event will affect them on a local level and are keen for more in-depth reporting that offers differing perspectives on a story. They also want their news channels to be reliable and trustworthy, which aligns with Journalistic Attributes of accuracy and impartiality.
In addition, many consumers are actively seeking inspiration and positive content. They are keen for uplifting news that champions human-interest stories and focuses on the impacts of positive action by individuals during a negative situation. Moreover, they want to feel more connected to the world around them through their consumption of international news and are receptive to the voices of ‘ordinary’ people and global citizens. This, in conjunction with a knowledgeable and charismatic presenter, is likely to drive engagement and retention for an English-language international news brand.