Top regional advertising group ramps up staff training programs

Top regional advertising group ramps up staff training programs
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Updated 06 September 2024
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Top regional advertising group ramps up staff training programs

Top regional advertising group ramps up staff training programs
  • Focus on skills, says Ricarda Ruecker of Middle East Communications Network
  • Firm’s academy has begun collaboration with Harvard Business School Online

DUBAI: Regional advertising group Middle East Communications Network is ramping up efforts to train staff with a new platform, collaborations and programs.

The firm’s MCN Academy is “designed to advance professional and personal progression at all career stages for our people,” said Ricarda Ruecker, chief talent officer of MCN Middle East, North Africa and Turkiye, during a recent interview.

In the past, the academy has collaborated with partners including the Berlin School of Creative Leadership.

In addition, it has held an MCN AI Week, which had experts provide workshops, training and talks for all employees, she told Arab News.

Although the academy has existed for nearly 10 years, the network has “relaunched and revamped the platform with upgraded, tailored programs and new partnerships,” she added.

In June, MCN Academy announced a dedicated Harvard Business School Online learning collaboration including two programs for mid-management and executive leader talents.

The two-month-long programs focus on areas including leadership in change and innovation and “designing and delivering unique value to teams and clients,” Ruecker said.

The partnership will be continued in 2025 with “further strategic programs” as well as other “high-profile collaborations,” she added.

The academy will focus on three areas in the next two years: leadership development at all career stages, generative AI, and emotionally intelligent and inclusive leadership.

Ruecker said that these three “strategically important areas” are equally relevant to all 15 MCN agencies. This includes creative agencies FP7 McCann and MullenLowe MENA, media agencies UM and Initiative, and public relations agencies including Weber Shandwick.

Moreover, MCN Academy’s focus on these areas will complement the individual agencies’ efforts in “providing upskilling and knowledge in functional areas and technical skills,” she added.

Ruecker explained that development of talent at all career stages is crucial for the network, whether it is training the next generation of talent or upskilling its top leaders.

Referring to the third area, she said: “We believe that behavioral skills are critical in successfully leading high-performing teams and bringing out the best and unique skillsets of our teams.”

For MCN, it is important to not only form large-scale partnerships at the parent company level but also “ensure our people in market feel empowered and well equipped to integrate AI tools into day-to-day projects,” Ruecker explained.

The fast-paced nature of the AI sector has driven the need for MCN Academy to focus on it in the past and continue to do so as part of its longer-term program.

Critics often question the threat AI may pose to human talent, but Ruecker said that AI should be “the partner, enhancer and facilitator for our industry”.

“With the correct guardrails and usage, it opens the door to not only change the way we work, collaborate and create but also shape the future of our workforce with new skills and opportunities for our talent,” she added.

Ruecker’s views on generative AI are seemingly supported by data of its adoption as a crucial investment for businesses. According to a 2024 McKinsey report, 65 percent of respondents said that their organizations are regularly using generative AI.

The same report found that AI adoption has seen a massive surge this year jumping to 72 percent compared to 55 percent last year.

 


CNN International Commercial exec discusses launch of ad-supported streaming channels, says ‘trusted, verifiable and accurate reporting’ is now more important than ever

CNN International Commercial exec discusses launch of ad-supported streaming channels, says ‘trusted, verifiable and accurate reporting’ is now more important than ever
Updated 19 min 39 sec ago
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CNN International Commercial exec discusses launch of ad-supported streaming channels, says ‘trusted, verifiable and accurate reporting’ is now more important than ever

CNN International Commercial exec discusses launch of ad-supported streaming channels, says ‘trusted, verifiable and accurate reporting’ is now more important than ever
  • CNN Fast features short-form videos covering a range of topics
  • Dedicated kids’ channel to launch later in 2025

DUBAI: Late last year, Warner Bros. Discovery extended its partnership with Evision, the media and entertainment arm of e&.

The extended agreement provides users access to seven new channels including Fatafeat, Discovery Channel, TLC, HGTV, Food Network, Investigation Discovery, and Discovery Family.

It also includes two new free ad-supported streaming TV, or FAST, channels on Evision’s streaming platform, STARZ ON: CNN Fast, which is already available, and an upcoming kids’ FAST channel launching later in 2025.

“This partnership highlights a shared commitment to delivering diverse, high-quality content to audiences in the region,” Humphrey Black, vice-president of Distribution, CNN International Commercial, told Arab News.

CNN Fast features short-form videos covering international stories across major news events, business, entertainment, sport, tech, travel and the environment. It first launched in Europe in 2023, followed by Canada and New Zealand.

These countries are “where the main FAST channel platforms have been building audiences,” and now “these platforms are starting to get traction in MENA (Middle East and North Africa), and the growth of FAST channels will naturally follow,” Black said.

“With a younger population in the region who really engage with video content, it’s a natural fit, and this succinct format will keep viewers informed and engaged,” he added.

The second FAST channel is dedicated to kids’ content and will feature classics from Warner Bros. Discovery’s content library.

Explaining the reason behind a FAST channel dedicated to kids, Black said: “There is a high demand for children’s content across traditional TV channels, streaming platforms, as well as YouTube, where kids’ channels consistently dominate viewership globally.

“With that in mind, we want to reach and entertain kids through our most loved characters.”

Moreover, he added, cross-platform viewing continues to grow, meaning that viewers consume and access content across multiple devices.

Children in the MENA region own at least one device allowing Warner Bros. Discovery to “meet our young audiences wherever they are and engage with them across the various platforms and devices,” he added.

In recent years, streaming platforms that rose to popularity during the COVID-19 pandemic have increased their subscription rates. In a full circle moment, some have even introduced ads on lower-priced subscription tiers reminiscent of the days of traditional TV.

This, along with the sheer number of platforms users might need to subscribe to, has given rise to FAST channels.

Black explained: “The first streamers focused on subscribers for their business models, but now we’re seeing ad-supported services coming back into favor as this offers customers the option to lower or replace subscription fees in return for consuming advertising, thus making the content available to an even wider group of potential customers.”

Between 2022 and 2023, in the US alone, the number of FAST channels increased by 81 percent, according to a whitepaper by Whip Media.

In the MENA region, several broadcasters introduced FAST channels last year including Indian media conglomerate Viacom18’s DesiPlay TV and DAZN Group’s Dazn Combat, both of which are available on STARZ ON.

Although FAST platforms generally tend to feature lifestyle or entertainment content, they are “increasingly featuring news channels in their propositions as these are seeing strong uptake amongst audiences,” said Black.

Warner Bros. Discovery’s launch of the two FAST channels is part of its strategy to continue digitizing its content and reaching people on the platforms they use most.

In addition to reporting news, CNN’s “brand promise” is to make its content “available on a device or platform of your choosing,” Black said.

He stressed the importance of “trusted, verifiable and accurate reporting” at a time of decreased regulation and increased instances of deep-fakes, AI-generated content and misinformation.

Black added: “A focus on video and innovative products in compelling formats and experiences is central to CNN’s digital transformation and reflects the way we are adapting production, distribution and monetization models in line with the changing nature of consumers’ media habits and consumption of news.”


Meta agrees to pay $25 million to settle lawsuit from Trump after Jan. 6 suspension

Meta agrees to pay $25 million to settle lawsuit from Trump after Jan. 6 suspension
Updated 30 January 2025
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Meta agrees to pay $25 million to settle lawsuit from Trump after Jan. 6 suspension

Meta agrees to pay $25 million to settle lawsuit from Trump after Jan. 6 suspension

WASHINGTON: Meta has agreed to pay $25 million to settle a lawsuit filed by President Donald Trump against the company after it suspended his accounts following the Jan. 6, 2021, attack on the Capitol, according to three people familiar with the matter.
It’s the latest instance of a large corporation settling litigation with the president, who has threatened retribution on his critics and rivals, and comes as Meta and its CEO, Mark Zuckerberg, have joined other large technology companies in trying to ingratiate themselves with the new Trump administration.
The people familiar with the matter spoke on the condition of anonymity Wednesday to discuss the agreement. Two people said that terms of the agreement include $22 million going to the nonprofit that will become Trump’s future presidential library and the balance going to legal fees and other litigants.
Zuckerberg visited Trump in November at his private Florida club as part of a series of technology, business and government officials to make a pilgrimage to Palm Beach to try to mend fences with the incoming president. At the dinner, Trump brought up the litigation and suggested they try to resolve it, kickstarting two months of negotiations between the parties, the people said.
Meta also made a $1 million donation to Trump’s inaugural committee and Zuckerberg was among several billionaires granted prime seating during Trump’s swearing-in last week in the Capitol Rotunda, along with Google’s Sundar Pichai, Amazon’s Jeff Bezos and Elon Musk, who now owns the platform X, formerly known as Twitter.
Ahead of Trump’s inauguration, Meta also announced that it was dropping fact-checking on its platform — a longtime priority of Trump and his allies.
Trump filed the suit months after leaving office, calling the action by the social media companies “illegal, shameful censorship of the American people.”
Twitter, Facebook and Google are all private companies, and users must agree to their terms of service to use their products. Under Section 230 of the 1996 Communications Decency Act, social media platforms are allowed to moderate their services by removing posts that, for instance, are obscene or violate the services’ own standards, so long as they are acting in “good faith.” The law also generally exempts Internet companies from liability for the material that users post.
But Trump and some other politicians have long argued that X, formerly known as Twitter, Facebook and other social media platforms, have abused that protection and should lose their immunity — or at least have it curtailed.
The Meta settlement comes after ABC News agreed last month to pay $15 million toward Trump’s presidential library to settle a defamation lawsuit over anchor George Stephanopoulos’ inaccurate on-air assertion that the president-elect had been found civilly liable for raping writer E. Jean Carroll.
The network also agreed to pay $1 million in legal fees to the law firm of Trump’s attorney, Alejandro Brito.
The settlement agreement describes ABC’s presidential library payment as a “charitable contribution,” with the money earmarked for a non-profit organization that is being established in connection with the yet-to-be-built library.
The Wall Street Journal was first to report on the settlement.


OpenAI says Chinese firms try to copy US AI tech

OpenAI says Chinese firms try to copy US AI tech
Updated 30 January 2025
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OpenAI says Chinese firms try to copy US AI tech

OpenAI says Chinese firms try to copy US AI tech
  • OpenAI’s statement came after Chinese startup DeepSeek sparked panic on Wall Street this week with its powerful new chatbot developed at a fraction of the cost of its US competitors
  • It said rivals were using a process known as distillation in which developers creating smaller models learn from larger ones by copying their behavior and decision-making patterns

WASHINGTON: ChatGPT creator OpenAI on Wednesday said that Chinese companies are actively attempting to replicate its advanced AI models, prompting increased security measures and closer cooperation with US authorities.
OpenAI’s statement came after Chinese startup DeepSeek sparked panic on Wall Street this week with its powerful new chatbot developed at a fraction of the cost of its US competitors.
DeepSeek’s performance has sparked a wave of accusations that it has reverse engineered the capabilities of leading US technology, such as the AI powering ChatGPT.
OpenAI said rivals were using a process known as distillation in which developers creating smaller models learn from larger ones by copying their behavior and decision-making patterns, similar to a student learning from a teacher.
“We know (China) based companies — and others — are constantly trying to distill the models of leading US AI companies,” an OpenAI spokesperson told AFP, highlighting tensions over AI intellectual property protection between the United States and China.
We “believe as we go forward that it is critically important that we are working closely with the US government to best protect the most capable models from efforts by adversaries and competitors to take US technology.”
David Sacks, the new Trump administration’s AI czar, told Fox News there was “substantial evidence that what DeepSeek did here is they distilled the knowledge out of OpenAI’s models.”
OpenAI said the process was against its terms of service and it would work at detecting and preventing further attempts.
The company led by Sam Altman is itself facing multiple accusations of intellectual property violations, primarily related to the use of copyrighted materials in training its generative AI models.
“Distillation will violate most terms of service, yet it’s ironic — or even hypocritical — that big tech is calling it out,” said Lutz Finger, senior visiting lecturer at Cornell University.
Copyrighted material “helped train ChatGPT, which now helps DeepSeek. Knowledge is free and hard to protect,” Finger added.


German government says criticism of Musk does not mean exit from X

German government says criticism of Musk does not mean exit from X
Updated 30 January 2025
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German government says criticism of Musk does not mean exit from X

German government says criticism of Musk does not mean exit from X
  • “It has no repercussions,” said the spokesperson

BERLIN: German Chancellor Olaf Scholz’s sharp criticism of Elon Musk’s backing of right-wing parties in the European Union does not influence how the German government uses his social media platform X, a government spokesperson said on Wednesday.
“It has no repercussions. Our statement still holds that we are looking at and weighing up what is happening there case by case,” said the spokesperson in a press conference, adding there was no pre-defined “red line.”
Scholz on Tuesday described Musk’s backing of right-wing parties in the EU as “really disgusting,” saying it was hindering democracy in the bloc.


Harvey Weinstein due in court as judge weighs scope of his #MeToo retrial and when it will start

Harvey Weinstein due in court as judge weighs scope of his #MeToo retrial and when it will start
Updated 30 January 2025
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Harvey Weinstein due in court as judge weighs scope of his #MeToo retrial and when it will start

Harvey Weinstein due in court as judge weighs scope of his #MeToo retrial and when it will start
  • Judge Curtis Farber is expected to decide Wednesday when the disgraced movie mogul’s #MeToo retrial will start
  • He will also decide whether it will include an allegation involving a woman who wasn’t in the original case

NEW YORK: Harvey Weinstein is due back in court Wednesday as a judge is set to decide when the disgraced movie mogul’s #MeToo retrial will start and whether it will include an allegation involving a woman who wasn’t in the original case.
Weinstein, 72, wants the extra charge thrown out, arguing through lawyers that Manhattan prosecutors only brought it to bolster their case with a third accuser after New York’s highest court overturned his 2020 conviction on rape and sexual assault charges involving two women.
Judge Curtis Farber is expected to rule on that and other matters, including the trial date — a task that’s been complicated by an increasingly crowded court calendar.
Weinstein’s lawyer, Arthur Aidala, is representing conservative strategist Steve Bannon in a border wall fraud trial that’s set to start March 4 before a different Manhattan judge. Meanwhile, Farber has a murder trial in March.
Before Bannon’s trial date was set last week, Aidala had suggested that Weinstein’s trial go first in “the interest of humanity,” citing the ex-studio boss’ declining health.
Weinstein is being treated for numerous medical conditions, including chronic myeloid leukemia and diabetes.
“They know that Mr. Weinstein is dying of cancer and is an innocent man right now in the state of New York,” Aidala argued in court last week. He pleaded to prosecutors: “Can I try this dying man’s case first?”
Weinstein is being retried on charges that he forcibly performed oral sex on a movie and TV production assistant in 2006 and raped an aspiring actor in 2013. The additional charge, filed last September, alleges he forced oral sex on a different woman at a Manhattan hotel in 2006.
The Manhattan district attorney’s office said in court papers that the woman, who has not been identified publicly, came forward to prosecutors just days before the start of Weinstein’s first trial but was not part of that case.
Prosecutors said they did not pursue the women’s allegations after Weinstein was convicted and sentenced to 23 years in prison, but they revisited them and secured a new indictment after the state’s Court of Appeals threw out his conviction last April.
Farber ruled in October to combine the new indictment and existing charges into one trial.
Weinstein’s lawyers contend that prosecutors prejudiced him by waiting nearly five years to bring the additional charge, suggesting they had elected not to include the allegation in his first trial so they could use it later if his conviction were reversed.
Prosecutors called that thinking “absurd,” countering that Weinstein’s lawyers would have also been outraged if he had been charged based on the third woman’s allegation either during his first trial or immediately after his conviction.
Weinstein “would likely have characterized that timing as a vindictive and gratuitous pile-on,” prosecutors wrote in a court filing last month.
Manhattan District Attorney Alvin Bragg’s office said the previously uncharged allegation “required a sensitive investigation” and serious contemplation before seeking an indictment, in part because there are no eyewitnesses to the alleged assault and no scientific or other physical evidence.
Weinstein co-founded the film and television production companies Miramax and The Weinstein Company and was once one of the most powerful people in Hollywood, having produced films such as “Pulp Fiction” and “The Crying Game.”
In 2017, he became the most prominent villain of the #MeToo movement, which erupted when women began going public with accounts of his behavior.
He has long maintained that any sexual activity was consensual.
In vacating Weinstein’s conviction, the Court of Appeals ruled that the trial judge, James M. Burke, unfairly allowed testimony against him based on allegations from other women that were not part of the case. Burke is no longer on the bench.
Weinstein was convicted in Los Angeles in 2022 of another rape. His 16-year prison sentence in that case still stands, but his lawyers appealed in June, arguing he did not get a fair trial.
Weinstein has remained in custody in New York’s Rikers Island jail complex, with occasional trips to a hospital for medical treatment, while awaiting the retrial.
The Associated Press does not generally identify people alleging sexual assault unless they consent to be named.