“CNN seems to be moving back more toward straight news and away from some of the blatant opinion-mongering by its anchors that characterized its past few years,” says Mark Feldstein, chairman of University of Maryland's broadcast journalism department.
. If you talk to executives who ran CBS at the time, gains at “CBS This Morning” and Colbert helped the economics of the network.
Now Licht has to make the strategy generate some new ratings. In the second quarter, CNN’s primetime viewership among people between 25 and 54 — the audience most coveted by advertisers in news programs — was off by 31%, compared with 40% for MSNBC and just 2% for Fox News Channel. He is likely to put more of an imprint on the outlet just as new opportunity beckons: The entire news sector is gearing up for the 2022 midterm elections, which will kick off the race for the White House in 2024.
Licht didn’t create CNN’s current viewership downturn. He joined CNN officially in May, and cable news in general has suffered since Joe Biden was inaugurated as president in 2021. But he’s in the command chair now and has said the network is mulling a new Sunday block of programming that features Chris Wallace and a new newsmagazine-like program. Changes to CNN’s “New Day” morning show are believed to be in the works as well, potentially with a cadre of “friends” who can add to the A.M.
While Licht may be taking some inspiration from CBS News and some of his past achievements, it’s NBCUniversal that might absorb some of his focus. When it comes to direct competition, only NBCU has the size and scope of CNN around the world. NBCU certainly appears to be focused on CNN. As CNN
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