Joe Biden and Bernie Sanders, Left Democratic Senator on CNN in 2020. Recent years have alienated viewers. Photo: AP
CNN, the once ubiquitous current affairs newspaper, hit a new peak this month as the fourth most popular cable news network in America.
The once mighty voice of power — with its solemn «This is CNN»; catchphrase — outscored Newsmax, the upstart, low-budget conservative competitor.
This highlighted a staggering downturn for CNN, which has been beset by a series of scandals, host disputes, corporate ownership changes, and an apparent identity crisis due to for which she has been publicly criticized by some of her own biggest stars.
American television networks live and die by ratings, and recent ratings must have made CNN executives feel bad.
On Friday, May 12, Fox News had an average of 1.4 million in prime time. the left-wing news network MSNBC had 1.1 million, Newsmax had 357,000, and CNN had 335,000.
This meant that only one in 1,000 viewers According to the Nielsen ratings, the US population watched CNN during peak hours.
In the first three months of 2023, CNN no longer had a single program in the top 25 cable news programs. In March, its prime-time ratings were down 61% year-over-year.
The ratings crisis comes amid a change of ownership after CNN became part of corporate giant Warner Bros Discovery last year.
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CNN's recent rankings have shocked executives. Photo: CNN
Chris Licht, newly appointed chairman and CEO and veteran of running successful morning news programs on other networks, including CBS and MSNBC, has begun a strategic turn.
This includes making CNN less partisan than it was during the presidency Trump, less «propaganda network». But this is expected to take time.
Fierce scandal after Trump City Hall
Mr. Licht's most high-profile move so far — inviting Mr. Trump to CNN for his first appearance since 2016 — has led to domestic turmoil and also appears to have had the short-term effect of alienating some existing left-wing viewers.
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The 70-minute town hall on May 10 showed CNN scoring a rare ratings win with 3.3 million viewers.
But that only served to crystallize the network's identity problem. Previously supportive Democrats and even some of her own reporters and producers accused her of a desperate attempt to boost ratings.
For the past seven years, the network has attacked Trump, then unexpectedly offered him a megaphone, which he gratefully accepted. Some of the CNN viewers who have traditionally opposed Trump have gone offline, perhaps forever.
Two days after City Hall, Newsmax bragged live on air that he was beating CNN.
Meanwhile, a reporter broadcaster Oliver Darcy wrote on the CNN website: «It's hard to see how America was helped by the spectacle of lies that aired on CNN on Wednesday night.» #34;
But it was nothing compared to what followed Christiane Amanpour, the legendary British CNN War Reporter and now the network's main international anchor, to open fire on her own leadership.
Speaking at a prestigious school this week of Columbia University in New York, Ms. Amanpour called Trump City Hall an «earthquake.»
The host, famous for her fearlessness during the Gulf War and Bosnia, said she met with Mr. Licht to «hear firsthand what he was thinking.» and that they had a very active exchange of views.”
She said, “My leadership believes they have done the right thing in serving the American people. I still respectfully disagree.
“We know Trump and his tendencies, everyone knows. He just takes over the stage and dominates. No matter how much the moderator tries to target the incoming one, it often doesn't work. > Christiane Amanpour, the legendary British-born CNN war reporter, attacked the network's management. Photo: AP
Ms. Amanpour said she would have ended the town hall the moment Mr. Trump called moderator Caitlan Collins «an unpleasant person.» nasty person', but then it's me. I have been in the ring for a long time with many of these people"
She added: "I can only hope that your trust in us may have been shaken but not broken. That you believe that we can survive and restore that trust.”
On Thursday this week, the CNN website found itself in a strange position by publishing an article written by Mr. Darcy about Ms. Amanpour' «disagreement».
«CNN should be ashamed of itself»
It was the beginning of a kind of internal rebellion when a number of on-air, production and other personnel, including senior anchors Jake Tupper and Sarah Sidner, retweeted the article.
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Ms Sidner, who was promoted by Mr Licht earlier this year, called Ms Amanpour «the best of us».
Nima Elbagir, CNN's chief international investigative correspondent, added: «Telling the truth to power is a fundamental part of our job, but telling the truth to the power that signs your checks? Christian Amanpour shows everyone how it's done."
Democratic politicians stepped in, and New York Congresswoman Alexandria Ocasio-Cortez led the charge, saying CNN should be ashamed of itself. "
Michael Fanone, a former police officer who was at the US Capitol during the January 6, 2021 riots, said: "I don't believe for a second that this is about journalistic integrity. It's all about ratings and money"
Chris Licht, CNN's new chairman, has work to restore the network's ratings. Photo: GETTY IMAGES
But Mr. Licht remains committed to making CNN "unbiased" and defended the City Hall's decision, in the process praising Ms. Collins for her «masterful performance»; and for «a lot of news».
Ms. Collins, who was also praised by many journalists for how she handled it, chose to simply ignore being called a «nasty person». — she was promoted to her own prime time show this week.
She previously featured on Mr. Licht's new breakfast program "CNN This Morning" which failed to attract viewers and received bad publicity after co-host Don Lemon, who has since been fired, suggested that Republican presidential nominee Nikki Haley was «not in her prime.»
After Trump City Hall CNN has launched damage compensation in a bid to stem the exodus of liberal viewers.
Primetime anchor Anderson Cooper, looking straight into the camera, told them, “Many of you expressed deep anger and disappointment. And I understand the anger over this, giving him [Mr Trump] an audience, time. I understand it.
"But that's what I also understand. The man you got so excited to see and hear last night is the top Republican nominee for president"
— If you're angry or upset, I understand but you can do something about it. Hear CNN's @andersoncooper discuss CNN's Republican Presidential Town Hall with Donald Trump as Manu Raju and Jessica Dean share the GOP's reaction to the former president. See: pic.twitter.com/wzcrUoHEt1
— CNN (@CNN) May 12, 2023
He added: «You have every right to be outraged and angry and never watch this network again.» But don't you think that by staying in your isolation and listening only to people with whom you agree, this person will leave?"
Mr. Licht was strongly supported by David Zaslav, Chief Executive Officer new owners of CNN Warner Bros. discovery.
Republicans are «back on CNN»
Thursday, Mr. Zaslav told a press conference that CNN's long-term strategy is clear to bring Republican guests back so it's not «advocacy.» network».
He said, «The Republicans are back on the air [on CNN]. There were no Republicans on the air.
Mr. Zaslav said there were 75 Republicans on CNN during the four-day hearing to elect Kevin McCarthy as Speaker of the Republican House of Representatives in January.
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He said: "41 went to us before they went to Fox [News]. And the reason is, like I said, and Chris [Licht] also told some of them that they won't get another vote on Fox News. They already have it"
The media boss added, «CNN should be the place where people come for the best version of truth and journalism, and that's what we're building.»
"Yesterday we announced our new 9pm [c Caitlan Collins]. Chris restores the network. It will take some time. But advertisers are again interested in CNN. They don't want to be part of an advocacy network. We've had meeting after meeting and they're saying, «We're with you.»
He also pointed to a YouGov poll suggesting viewers' CNN's credibility has risen 11 percentage points as it has become less partisan.
Ratings were better under Mr. Licht's predecessor, Jeff Zucker, at a time when he attacked Mr. Trump.
But Mr. Zaslav said: "Ratings to hell. We have the best journalists in the world, we need to show both sides of every issue.” Only time will tell if there are more CNN viewers on the political center than there were on the left.
A question for Mr. Licht: «How much time do they really have?» to change everything, said one former CNN executive.
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