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Wed 9 Aug 2006 04:00 AM

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CNN complains to BBC about slogan

CNN has complained to the BBC about its use of the ‘Be the first to know’ strapline in Arabic. The BBC uses the Arabic slogan to promote its Arabic e-newsletter.

CNN has complained to the BBC about its use of the ‘Be the first to know’ strapline in Arabic. The BBC uses the Arabic slogan to promote its Arabic e-newsletter. CNN has been using the very same slogan it on its broadcasts and promotional material since 2001 and has trademarked it internationally.

It complained to the BBC after reading about the corporation’s online marketing drive for its new Arabic language newsletter. The ads, created by Jordan agency Mint, were all in Arabic and had ‘Be the first to know’ at the end. A spokeswoman for the BBC World Service said: “We can confirm that we have been approached by CNN about the use of the phrase ‘Be the first to know’ in our recent online marketing campaign. Discussions between the BBC and CNN are ongoing.”

Susanna Flood, director of press at CNN for Europe, the Middle East and Africa, said: “We have been using the ‘Be the first to know’ strapline since 2001. It has also been trademarked. We will do everything we can to protect the trademark.”

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