He urged the managers to not worry about outside noise. He said he hoped the network would be able to figure out what is working and what isn't. Discovery, delivered a pep talk to hundreds of CNN managers earlier this month to reinforce the message that he wanted to see a network focused on the news that didn't lean any way politically.ĬNN saw strong ratings under the leadership of Licht's predecessor, Jeff Zucker, and Zaslav said he recognized that a more partisan approach could bring more viewers and money, but that 'it's not what I came here to do,' according to a transcript of Zaslav's speech. King is in talks to host a weekly show on the network with basketball legend and TNT NBA analyst Charles Barkley (pictured)ĭavid Zaslav, president and CEO of Warner Bros. It was less than a quarter of the people who saw Alex Wagner's MSNBC show at the same 9 p.m. Last Friday, for example, only 295,000 people watched Jake Tapper's interview with 'Ted Lasso' star Jason Sudeikis. She said CNN needs more news that impacts viewers and less analysis.ĬNN expresses pride in some of the efforts, while admitting some are duds. 'Viewers are a bit confused with all of the changes, particularly in the prime-time lineup,' said Jennifer Thomas, a former CNN producer who now teaches journalism at Howard University.
The news hours that follow, at least for now, are led by Alisyn Camerota and Laura Coates. Glenn Youngkin and one focused on the Ohio train derailment. They include talks with first lady Jill Biden and Ukrainian President Volodymyr Zelenskyy and town halls with Virginia Gov. The network has experimented with some interviews, events and subject-focused hours at 9 p.m. If Licht's bet pays off, CNN will strengthen its reputation as a news brand while also attracting viewers who are now watching Netflix or HGTV - not just competing news networks.ĬNN's leadership is preaching patience even though thousands of viewers are abandoning the network during its attempted turnaround, with no indication yet whether it will be rewardedĪs those plans develop, CNN's prime-time lineup has largely been in flux after Anderson Cooper's hour at 8 p.m. Licht is exploring several possibilities, and CNN is reportedly close to deals with CBS' Gayle King and former NBA star turned sportscaster Charles Barkley for shows that will air once a week, although the network wouldn't confirm that.
His plans are to couple news coverage with hosts from different worlds, including entertainment, who can talk about the news without a specific partisan take. Licht's vision for prime time is months away, though, and only beginning to take shape. Licht's biggest programming move to date, a revamp of 'CNN This Morning,' hasn't borne fruit in the ratings and has been beset by bad publicity, including co-host Don Lemon's ham-fisted reference to a woman's prime years.Ĭhanges to CNN's daytime look are imminent.
The chief goal has been to rebuild trust as a non-partisan news brand after years of criticism by former President Donald Trump and his followers, at a time when Fox and MSNBC have profited handsomely by appealing to specific points of view. Discovery, which hired ex-CBS producer Licht to run the network. In the key 25-54 age demographic for advertisers, CNN is seeing some of its lowest numbers in decades.ĬNN is a year into new corporate management with Warner Bros. CNN's dip is most dramatic - 61% in prime time in March, with Fox News Channel down 27% and MSNBC off by 12%, according to the Nielsen company
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