News Broadcasting
Advertising sets heart racing: CNN Study
MUMBAI: Brands who choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are likely to enhance perception of their brands, reveals a case study conducted by CNN International.
The results carry weight for brands that place their advertising in an engaging environment, prompting an emotional response from the audience.
The case study (Cross-platform Advertising Study on Effectiveness and Engagement) consisted of a two-stage approach. Stage one involved a multinational online study of cross-platform effectiveness in which consumers were exposed to diverse media experiences. Stage two measured attention and engagement through a variety of techniques including biometrics, eye tracking and in-depth interviews.
Turner International Asia Pacific VP reserach Duncan Morris says, “We wanted to show that by complementing advertising on CNN TV with ads on CNN.com and CNN mobile, an advertiser can markedly increase campaign recall leading to positive shifts in brand attitudes. The fact that these respondents were not primed for an advertising study makes these results even more poignant.”
Engagement and Biometrics : Body responses such as heart rate, motion, respiratory rate and galvanic skin response (sweating) were translated into measures of “attention” and “engagement” – the Holy Grail for advertisers. These were collected by using a lightweight ‘smart vest’ which respondents wore while watching CNN programming and advertising.
Contrary to popular belief that viewers disengage once scheduled programming ends, the study results showed that engagement actually can increase during ad breaks, as much as 10 per cent.
CNN International VP ad sales Asia Pacific William Hsu says, “This study shows it is content that provides the springboard for advertisers to secure meaningful connections with audiences. In conjunction with our recent PWC study, it provides valuable industry insight to help brands market smarter.”
The level of attention an advertisement receives impacts the ability of respondents to remember the brand. When respondents viewed advertising online and on mobile, they were more attentive, increasing the likelihood of advertising being noticed and adding to the re-call of the overall campaign.
The research also showed that despite the high cross-over between the audiences of all the CNN properties, the audience is in a different state of mind when online or using a mobile phone versus watching television. Generally audiences were more attentive (though not necessarily more engaged) when online or mobile than when watching television.
News Broadcasting
Rising Bharat Summit 2026 spotlights India’s global ascent
PM Modi keynotes two-day event with ministers, diplomats and icons in New Delhi.
MUMBAI: India didn’t just host a summit, it threw a coming-out party for a nation ready to own the global stage. The News18 Rising Bharat Summit 2026, held on 27–28 February in New Delhi, emerged as a high-octane platform for ideas, vision and strategic dialogue, uniting national leadership, global policymakers, industry titans, defence strategists and cultural icons under the theme “Strength Within”.
Prime minister Narendra Modi set the tone with a keynote that framed India’s resurgence as a reclaiming of lost potential built over generations. “In previous industrial revolutions, India and the Global South were merely followers,” he said. “But in the era of Artificial Intelligence, India is a partner in decisions and shaping them.” He highlighted the country’s thriving AI startup ecosystem and the recent AI Impact Summit attended by over 100 nations.
Union minister Piyush Goyal (Commerce & Industry) stressed India’s readiness to scale exports and deepen manufacturing, while Ashwini Vaishnaw (Railways, I&B, Electronics & IT) positioned technology and infrastructure as twin engines of growth, especially in AI and digital trust. Jyotiraditya Scindia (Communications & North East Development) revealed India’s ambition to lead in 6G through the Bharat 6G Alliance and partnerships with over 30 countries.
Global voices added depth: former Singapore Foreign Minister George Yeo called India’s development “self-sustaining” and strategically vital; ex-UK Chief of Defence Staff General Sir Nick Carter asserted India deserves a seat at the great powers’ table; and former US Commerce Secretary Carlos M. Gutierrez joined ambassadors from Norway, Germany and Sweden in discussions on geopolitical realignment, sustainability and defence preparedness.
Other speakers included veteran investor Ramesh Damani, World Gold Council CEO David Tait, Vianai Systems founder Dr Vishal Sikka, DeepTech Bharat Foundation co-founder Shashi Shekhar Vempati, defence experts Rajesh Kumar Singh, Sunil Ambekar, Patrick McGee, Tom Cooper and Adrian Fontanellaz, plus cultural and sporting icons Kangana Ranaut, Saina Nehwal, PR Sreejesh, Mohammed Shami, Yuzvendra Chahal, Mithali Raj, Anil Kapoor and Yami Gautam.
The summit was supported by Jio Financial Services (Presenting Partner), Phonepe and DS Group (Co-Presenting Partners), Pernod Ricard India and Kia Seltos (Powered By & Driven By), state governments of Uttar Pradesh, Chhattisgarh and Uttarakhand (State Partners), and associate partners including NSE, M3M Foundation and Reliance Industries.
Broadcast live across News18 Network, CNBC-TV18 and CNBC Awaaz, the event reinforced India’s image as a confident democracy and emerging global power proving that when strength comes from within, the world can’t help but watch.
