CNN is now at the eye of a weird and perverse storm I’d like to call Disaster Incorporated. The branding of disasters has become big business for the network. They have become the de-facto experts in branding natural disasters. Katrina is the first of this season’s “mega hits” for CNN. Sponsors are lined up, it would seem, for primetime exposure as we watch thousands of desperately poor people suffer the traumatic effects of this super storm and it’s aftermath. In an unfortunate juxtaposition, this video presentation of the recent situation in New Orleans is oddly sponsored by the U.S. Army. Other sponsors include Citibank, Allstate, Western Union, Travelocity, and Career Builder.

The branding of these disasters is complete with animations, soundtracks, stars, and pundits. Is there an inherent tension between creating awareness of a desperate and important situation and a corporation’s (Time Warner) ability to generate profit from it?

Posted by Pat Stern