International news refers to the reporting of world events by a variety of journalistic organizations. These may be based in the United States, Europe or elsewhere in the world. The bulk of international news originates from news agencies. These are organizations that prepare hard news stories and feature articles, often on a freelance basis, and then sell them in bulk to individual news outlets, including newspaper, radio and television channels. In addition, they sell them to governments, corporations, individuals and intelligence agencies. Typically, the work of these news agency journalists is coordinated by one or more full-time editors. This is sometimes referred to as a wire service, or simply a newswire.
Across all markets, consumers seek out brands that offer accessible, unbiased and trustworthy international English-language news. They want their news to be relevant and inspirational, and they expect a balance between serious and light-hearted topics. They are also eager to receive well-rounded perspectives on global issues and are keen to know the impact of their personal actions on world affairs.
In a number of markets, particularly in Africa and Asia, there is also a strong desire for international news to champion the voices of ordinary people and human-interest stories. Consumers in these markets often feel that news channels focus too heavily on negative and disaster-driven content and want brands to provide a more balanced view of the world.
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