• Advertising Age, Thursday, August 23, 2012 3:27 PM

Cable news networks are using this year's presidential conventions, set to kick off on Sunday with the Republicanfest in Tampa, Fla., "to expand, shore up or win back audiences for the rest of the campaign," writes Jeanine Poggi.

"But the conventions may matter most this year to third-place CNN, whose ratings hit a 21-year low in the second quarter," she continues. So CNN's pumped-up coverage will feature two new 90-minute documentaries, one on each of the presidential candidates, and "a robust digital strategy that includes topical blogs, web shows, viewer content via the iReport program, live streams for web users who prove they pay for cable or satellite, and a partnership with Facebook for an 'I'm Voting' app," writes Poggi.

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