Desperation at CNN! Despite efforts to stop the ratings bleed, CNN seems to be digging a deeper hole for itself. From May 13th to 19th, the network managed to snag only 83,000 viewers in the crucial 25-54 age demographic during the prime 8-11 p.m. slot. The historic low puts CNN miles behind competitors, with Fox drawing 2 million and MSNBC 1.1 million viewers. It’s clear, CNN is struggling to keep up in a race it once dominated.
Mark Thompson, who took the reins after Chris Licht was shown the door last year, had grand plans for a makeover. “We don’t believe news is just politics. Business and tech are news. Climate and weather are news. Health, wellness, and living longer are news. So expect to see us build new branded verticals in all these areas on TV, on our apps, and across our other platforms,” Thompson said, aiming to shift the network’s focus beyond just politics.
CNN finished last week with its worst ratings in the key 25-54 demo in primetime since (checks notes) ***1991***
Being MSNBC Light appears to not be the smartest strategy. And all the propping up of Abby Philip and Kaitlyn Collins isn't improving the situation.
— Joe Concha (@JoeConchaTV) May 21, 2024
Despite Thompson’s promises of a “revolution” when he stepped in this January—”We need to recapture some of the swagger and innovation of the early CNN. It’s time for a revolution,” he had proclaimed—the tangible results are yet to be seen.
High Earnings, High Tensions! Thompson’s radical strategy includes slashing hefty salaries of star anchors. Anderson Cooper tops the list with $20 million, followed by Wolf Blitzer at $15 million, Jake Tapper at $8.5 million, and Chris Wallace at $8 million. But with contracts enduring till at least 2025, these changes won’t be immediate.
In a revealing memo to staff in February, Thompson outlined his vision to pivot towards digital and subscription models, citing the unsustainable production costs of primetime shows.
CNN’s troubles don’t end with poor ratings and high salaries. The network’s decision to fire Charles Barkley from his failing show “King Charles” after he reportedly labeled the network a “s***show” adds to the turmoil. Even their rare successful ventures, like hosting town halls with Trump, have led to internal strife, with staff criticizing the leadership for allegedly promoting falsehoods.
What’s Next for CNN? With its credibility on the line and viewers fleeing, CNN’s journey under Thompson’s leadership is fraught with challenges. Will his bold strategies revive the network, or is CNN destined to remain in the shadows of its former self? The clock is ticking for CNN to reclaim its place in the competitive news landscape.
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