December 17, 2007
FOX News Channel, mobile portal extension to cable news channel )Proteus)
A subsidiary of Rupert Murdoch’s News Corporation, FOX News Channel is the top-rated cable news channel in the United States – available to more than 85 million households in the United States alone and reaching an even wider audience internationally.
Aware of the ever-changing needs of its target audience and the increasing demand for multi-channel communications, FOX News approached Proteus to develop an industry-leading mobile Internet portal to serve as its flagship presence within the mobile landscape.
Challenge
The challenge to Proteus was clear: deliver a ‘mobile experience’ that not only maintained the power of the FOX News brand, but also provided news to consumers through a mobile portal that closely resembled the company’s online presence. In addition, the Proteus solution needed to overcome the technical challenges of screen size limitations and compatibility issues associated with the growing diversity of mobile phones.
Solution
The Proteus team guided FOX News through a series of choices that involved storyboarding the mobile user experience. Through efficient content management and design consulting together with the provisioning of an automatic news feed from the FOX News Web site, Proteus was able to conquer the constraints of the mobile medium to deliver a leading-edge mobile Internet presence.
The new FOX News mobile portal now acts as a further extension to the successful cable news channel and FOX News Online service, offering breaking news stories and real-time reports. Launched within a matter of weeks, the portal further strengthens the FOX News brand and ensures ubiquitous availability of news content while individuals are on the go.
The solution deployed by Proteus enables FOX News to extend its brand, reach a wider audience and open up new revenue streams offered by the mobile channel, including additional advertising sales and the cross-promotion of FOX News service.
