This week, Turner and CNN launched CNN MoneyStream, a personalized business news experience where users can follow companies, businesses, topics, and market data just like they follow teams and players through the Bleacher Report app. CNN MoneyStream replaces the existing CNNMoney app, and is available for download in the iOS app store and in Google Play.

In the words of Ed O'Keefe, CNN's Senior Vice President for Premium Digital Verticals, CNN MoneyStream "is an app for the fanatics" who are passionate about business. We spoke with Ed about the thinking behind the app, and to get a deep dive on what users can expect. 

What is the thinking behind CNN MoneyStream?

CNN MoneyStream does for companies, markets and business leaders what Team Stream does for sports. Like Bleacher Report, CNN MoneyStream differentiates by offering a curated, personalized approach to our content. And we are hyper focused on experience. CNN MoneyStream is a better experience for consuming business news, market information, and following industry leaders.

Do you envision a typical CNN MoneyStream user?  Who are they, and what are they looking for?

CNN MoneyStream is for the next generation of financial and business news consumers. We created it for a new, more dynamic user that sees business as a part of culture, admires business leaders with the same awe as past generations looked at celebrity, and sees in brands a reflection of their person and personality.  

How does it fit in with the financial and business news CNN provides on other platforms?

This is the best part about CNN MoneyStream: It doesn't. CNN MoneyStream is entirely new and different. We wanted to build an addictive experience that introduces new users to CNNMoney -- so it's really like nothing else in our product portfolio.

You' mentioned the comparison between CNN MoneyStream and Bleacher Report.  How is the user experience similar between the two?

Bleacher Report and CNN, on the surface, have very little in common. But the technology and philosophy of Team Stream is to create an addictive experience for the super fan -- to go beyond the box scores and serve the person who wants to know every morsel of information about their team, league, or players. If we apply that experience to business, then the same passion a person has for the Chicago Cubs can be expressed by giving them everything there is to know about Starbucks or Warren Buffett.  We modeled everything in CNN MoneyStream -- the interface, the backend, the design -- on what we see as a brilliant product in Team Stream.  

What kind of exclusive content can users expect?

48 streams at launch, market data on 13,000 companies, 5,400 indexes, 30,000 ETFs and mutual funds -- and we are particularly proud of our 'Big Idea' streams which are exclusive, curated streams from some of the world's most innovative business minds.  Richard Branson, Howard Schultz, Sallie Krawcheck, and John Legere are just a few of the leaders who will be bringing their thoughts to these exclusive streams.

Does CNN MoneyStream fit into CNN's bigger strategy?  

CNN is the original news disrupter. And the success core of CNN has always been marrying courageous, daring journalism with bleeding edge technology. CNN had both daring journalists willing to remain in buildings about to be bombed in the 1991 Iraq War, but also had the technology -- live satellite technology, novel at the time -- to broadcast live. Journalism plus technology. CNN built a website in 1995. CNN invested in CNNMoney in 2001. We have never been shy about embracing and leading the future.  We are fortunate to live in a time when both our linear networks are doing spectacularly well, but the Turner investment and confidence in CNN Digital is future-proofing the company. Our tradition is innovation -- we need only be true to our roots and continue to push the boundaries, take risks, try and fail at new things - and that is what you can expect to see in everything we do at CNN Digital.