In 2013, we were asked to do something that hadn't been done in the mainstream media for over seventeen years: Launch a major cable TV news network from scratch.
And there were challenges.
The market was already saturated with news. The brand was a relative unknown. What little awareness they had was negative. And they were a foreign-owned news channel ripe for prejudice and preconceived misconceptions.
But we also knew that American news was a mile wide and an inch deep: Lots of fluff and not a lot of substance. On top of that, research told us there was a large audience hungry for real news and tired of agenda-driven coverage. Viewers who wanted to form their own opinions based on real facts.
Our insight? Perspective changes everything.
Al Jazeera America was the only news outlet delivering real news and the people doing it were unbiased, award-winning journalists and world-class producers. We believed those two simple truths would be enough to shift perspective and win over audiences. Which led us to a concept that spoke to both:
There's More To It.