Spiegel Online International, 15 Feb 2013
, Alexander Kühn, Christoph Reuter and Gregor Peter Schmitz: Al Jazeera "has recently suffered an exodus of prominent staff members. Reporters and anchors in cities like Paris, London, Moscow, Beirut and Cairo have left Al-Jazeera, despite what are seen as luxurious working conditions in centrally located offices. And despite the fact that the network is investing an estimated $500 million (€375 million) in the US, so as to reach even more viewers on the world's largest television market -- one in which its biggest competitor, CNN, is at home. Al-Jazeera has over 3,000 staff members and 65 correspondent offices worldwide -- and viewers in some 50 million households throughout the Arab world. But it also has a problem: More than ever before, critics contend that the broadcaster is following a clear political agenda, and not adhering to the principles of journalistic independence. Such accusations have been leveled against Western broadcasters as well, of course. But the charge would place Al-Jazeera on a par with Fox News -- which pursues the agenda of conservative media mogul Rupert Murdoch in the US -- rather than CNN." -- Al Jazeera's attempts to differentiate its Arabic and English channels will not succeed. A brand is a brand for a reason, and Al Jazeera's brand cannot have two (or more) global visions. The notoriety of any component under a brand name will visit upon all other components under the same brand.