Earlier this week VictoriaAdvocate.com published an article that Verne Gay wrote originally for Newsday. It offered specific suggestions for how CNN could tweak its schedule to boost ratings. Here's what Gay wrote:Today, we solve CNN's problems. And they are big ones.
Prime-time viewership fell 39 percent in the first three months of this year, in one of the worst declines ever and during two huge news stories - Haiti's earthquake and the health-care bill debate. An average 690,000 tune in most weeknights, well below MSNBC and a third of the Fox News audience.
What to do? Without gutting the avowed charter (news, absent obvious opinion) or the anchor team, there are solutions. To the suggestion box!
1. Differentiate. From 7 to 11 p.m., this is the John / Campbell / Larry / Anderson Show. With the exception of "Larry King Live," one show runs into another, each fundamentally the same. There's no obvious reason why people should get The News with Anderson Cooper at 10 when they can get The News with John King at 7 or Campbell Brown at 8. Any show on TV, particularly prime time, has to hook viewers with something unique and different. (How to do this? See No. 4.)
2. Declutter! CNN is in love with information - the more the merrier, and all of it jammed onto the screen at the same time. Crawls ... breakout boxes ... split-screens ... multiple talking heads ... CNN is the Land of Too Much Info. Strip it down. Make it clean and simple.
3. Flip "Larry King Live" with "Anderson Cooper 360." ''AC360" should be the prime-time centerpiece at 9, not Larry's old soft-shoe Q&A, which would work better on the edges of late night.
4. Merge John King and Campbell Brown into one 8 p.m. broadcast. Have one anchor from the studio, the other out on the road - always. (Let them fight over who gets that job.) King's good, but his new "John King USA" feels redundant and talky; moreover, viewers often see only the anchor's hand as it lovingly caresses the "magic wall" in the studio. It's like watching a disembodied PowerPoint presentation.
5. Revive "Crossfire" at 7. CNN needs to get off its high horse and get back into the opinion game. That's what viewers are buying, so give it to them. (A big number at 7 would help the rest of the night, too.) Every news organization needs a forum for opinion - 7 is exactly the right place for it. ~Verne Gay
So what do you think?
I agree with most of what Verne Gay has to say. I've said more than once, AC NEEDS give us his opinion. On the nites he does, his numbers are up.
ReplyDeleteOne poster said Anderson wasn't giving his opinion when he interviewed Rep. Ash from Arizona. "He was just asking tough questions." Yah, and they were 'SLANTED" and rightfully so, in Obama's direction! So yes, he WAS giving us his opinion and perhaps he should be part of a new and improved Cross-Fire.
Combining Campbell and John is a good idea and let John get out on the road where he belongs. I don't think Campbell works a crowd she doesn't know too well, on the road. She's no Road Warrior
LKL later might work, if Larry can stay awake.
This will not work for CNN. CNN is a news
ReplyDeleteorganization with dozens of affiliates around
the world. If CNN dismantles it's news it will
be cutting into ways of making money. People
are angry at CNN for trying to be like Fox.
I don't think 360 is like John King or Campbell.
ReplyDeleteCNN viewers don't want a political show at 7
and its shows.I think people just will not watch
Campbell at 8. It keeps changing and nothing
is working. I say try John King at 6, it does look
like a boring powerpoint presentation and just
drags on. CNN needs brand new shows at 7,8 &
9. Let Larry King air on weekends with 2 shows
that have not been seen all week long.CNN
does need a digital hip look. I like the look for
Daily Rundown & Dylan on MSNBC, Get rid of
the crawl and have everything sync up on one
line. Hey don't even be afraid to drop the CNN
logo every once in a while. Everything on the
screen is way to big. There needs to be a
redesign of the CNN logo. Each show does
needs to be different from 6-11.I am with
Spud, politics has ruined cable news. The
numbers are also down for MSNBC , just not
as dramatically. Campbell and Larry's shows
just are not worth watching.I would like to
see CNN not have an anchor at 8 and go with
a Back Story type show with the reporters
introducing stories that have been slickly
produced like Heroes. Raw, original reporting.
CNN probably should not bother with 360.
CNN needs to be bold and innovative and
stop being afraid to stand up and bring us
news. Have the show at 8 look like a
playlist has been created. with tabs like
you get on the internet for various subjects.
Have the media bar with times on left and
right and have so much info coming at
viewers they will have to keep watching
or they will miss something.. Of course mix
in music and news and interesting items.
mixed in throughout the show. Take for
example the Lane Bryant ad. Have a song
like I am too sexy playing in the background
with words on the screen talking about the
story. Instead of having the crawl have
the people do items like this all day long.
Call it something like the Mega News Mix.
Campbell was never the right choice for
the 8 pm hour and CNN needs to get ready
for the retirement of Larry King. Leave 360
where it is the numbers seem to go up
in either viewers/demo.To help prop up
the number later in the day , CNN should
make anchor changes on the dayside. I
worry that people are turning from CNN
first thing in the morning. You have to
get viewers to watch for longer hours.
That means anchors who are not annoying.
Where is the real time news on CNN.
I think he is right that 360 has to be the
ReplyDeletecenterpiece of CNN's prime time lineup.
I think CNN should bring us different
forms of journalism in prime time. For
example , the photojournalists could
bring us daily types of story telling
through their venue, backpack journos
and filmmakers who just go out and
cover interesting stories,digital versions
of the best articles from Time and Sports
Illustrated, the best of CNN.com and
other sources from the web. Let the
reporters do some actual reporting
across America and worldwide.CNN
can't revive Crossfire, that just signals
that CNN is out of ideas. TVN has an
interesting item about trust being a part
of what CNN will do. The talking heads
are too predictable. I want CNN reporters
to summarize their stories with 3 or 5
major points. Focus less on the politics
and let things play out. I say CNN should
do an all women anchor team at 9.
Come up with a show that is a Sex in
the City news show for women. One
night you could have Soledad, Alina
and Kyra. One night Brooke, Fredericka
and someone from HLN or CNN I.Even
put Campbell and all of the women at
CNN, HLN & CNN.com. Have you ever
seen a cable news show featuring women
of diverse ethnic backgrounds.No, and
that is why it is time.CNN needs an upgrade.
You move forward and not back.
I do agree with the CNN logo being too large and you don't need to keep advertising what show we're watching on the right hand corner of the screen. Both are way too large and distracting.
ReplyDeleteKeep the crawl. All the networks have them.
The entire line-up needs a complete over haul....including 360
The ratings are up for 360 because they now have celebrities every nite! What's with that?? If I want to watch celebs I'll look at Inside Edition or the E channel thank you very much.
There would no up side to putting John King
ReplyDeleteand Campbell Brown together.I say hire the
Vanguard team from Current and as many
people from Current as possible. These are
people who could help CNN out big time
with the demos.CNN needs some 30 and 20
somethings in the mix in prime time. Current
is geared toward 18-34 year olds. These people
could show CNN how to reach the current
generation that creates media.A real 24/7
cable news channel does not need a crawl.
i think Bloomberg gets it right during the
Charlie Rose show. Everything is at the
bottom and nothing interferes with the
video. A redesign for CNN graphics, banners
and music should have happened long ago.
CNN looks ancient compared to HLN, FNC
& MSNBC. Get rid of the clutter. All of the
cable news shows interview celebs. That is
no big deal. All of the shows on CNN need
better story selection and content. There is
just too much boring long drawn out talk.
No interview need to go beyond 10 minutes
unless it is a huge big interview .I think
Crossfire would only make CNN more
boring.I never watched the show until
Jon Stewart was on and schooled the
hosts and he was right.CNN does need
to have the more likable anchors and move
away from condescending annoying anchors
who don't know what they are talking about.
CNN needs to come up with a brand new model.
ReplyDeleteDon't imitate Fox or MSNBC, but come up with
something that is unique and works for CNN.
People want access to good accurate information
and news. Opinion makes the facts get lost. That
is exactly why nobody trusts the news anymore.
it is not a free and independent press . Take for
example the SEC porn story. It is old news and
CNN would have found this out is they used
Google. That is a problem with CNN, they are
too easily manipulated and permit themselves
to be used.Go back and see when the numbers
started falling for CNN.It was Lou Dobbs,
the silliness of pundits giving Obama grades
for his presidency. Obsessive Palin and tea
party coverage. Larry King having a circus
of people just come on his show sometimes
as many as 6. Panels on 360. You can't tell
me opinion is not what Rick Sanchez and
Ali Velshi does.CNN needs to standup and
represent the news. Just find ways to make
the news interesting rather than entertaining.
People want to know what is going on.
Sadly, no American cable news channel is
doing. It's job. Thank goodness for the
BBC. Do these people actually watch CNN.
John King USA is a political show it is not
news.Campbell, your guess is as good as
mine. Larry King can't seem to book any
decent guests. Sometimes 360 is hit or
miss.CNN needs new management as well
as a slew of brand new shows. Put anchors
on the air that don't make you look like
a joke and clueless.
Speaking of clueless, Ali Velchi has an interview on TVN, where HE gives HIS suggestions as to what is wrong with CNN. Do you believe this? Doesn't ALI realize he's part of the problem?
ReplyDeleteAnd now that John Roberts and Kyra Phillips are officially engaged, why not pair the two of them in the morning? They'd both like the "living conditions," and the chemistry is there already. That would free up Kiran Chetry who could dazzle anyone any time of the day.
CNN 's on air talent needs to look like they
ReplyDeleteare informed. Last week Campbell Brown
stated that Tim Geithner has ties to Wall
St, not true as pointed out by Fareed Zakaria
yesterday. In other words, where are CNN
anchors getting their information from for
interviews. Obviously not from legitimate
news sources.It is clear you have too many
people on the air who are not well informed
By the way GPS is the smartest show in cable
news.Ali is not to good at explaining derivatives.
Get someone on the air who can make it
simple and not confusing. The only show
worth watching on CNN is 360 and that
does not come on until 10.
Could a Morning Joe format save Larry King ?
ReplyDeleteCNN could learn a lot from the show. They have
more journalists and writers to discuss the very
important stories and anyone coming on the show
had better be prepared to face some tough questions.
The pundits never outnumber the journalists. Same
thing goes for John King. Make it a different type
of political show and walk the walk. Mean what
you say and show it.CNN is forgetting about being
conversational and making me feel as though I
am a part of the conversation. Sadly, I have
turned away from AM, the show just is not
working.
I agree that the "on air" anchor/journalists need to be informed. Just today, Rick Sanchez, the great whiz kid, said he didn't know why Arizona was such "a hot spot for the immigration issue." Is he for real?" It might do him well to really take a closer look at a MAP.
ReplyDeleteThis is the second time he showed how little he knows about geography or was it the third or fourth?
Rick, Arizona has always been a "hot spot," for immigration. It SHARES a border with MEXICO, you over paid idiot! Nogales is one of the major crossing points, only 40 some miles from Tucson. I know, I've been there four times.
AC HAS to do something about his low demo. As one ATA poster put it, "He's well liked, but he's not." It seldom translates into higher ratings.
ReplyDeleteAlso read that John Roberts is now tinting his hair blonde. Kyra must tell him to go back to basics. Not lighter, darker, to match you're skin tone. That's the only way he will look younger.
Time magazine has the best article on CNN.
ReplyDeleteIt points out that the ideological battle is
what these media writers want to see and
it does not mean that this will boost CNN's
ratings. The last thing CNN needs to do is
take advise from print media.
This is the last week of ratings for the month
ReplyDeleteof April. CNN may not be the only network
with a drop in ratings although FNC & MSNBC
will not be as dramatic. O'Reilly has the most
loyal audience, but it seems last week there
was some drop in ratings for Beck and Greta
& Hannity did not hold on to as much of Bill's
viewers as they had been. CNN needs to focus
on storytelling, photography, writing and
content. Take a step back from left vs right
on everything.
One thing that really annoys me about CNN is
ReplyDeletehow often you have to see the anchors face
right beside the video, that makes the video
less important and can draw attention away
for the video.We know who the anchor is and
we get it. Why does Rick Sanchez try and say
he is the face of CNN . If you watch his show,
just look at how many times you are forced
to see his face tied to the CNN logo. That is
subliminally sending a message that he is
the face of CNN. What is up with the gigantic
cube for the download on Campbell Brown.
I think Larry King should talk to the newsmakers
and reporters, writers who know about the
big stories of the day. Be they from magazines,
newspapers,Even AOL is now a digital newsroom.
Let's see CNN elevate smart intelligent
conversation. One over used word on CNN is
debate. Why not words like discussion or
conversation. The we are going to have a
debate mess is getting old. Why is the word
extreme used for the weather.CNN is really
horrible when it comes to presentation.
I wonder is CNN and other big media companies
can really be objective about Goldman Sachs.
All of the big media companies have had to
use Goldman from time to time.I too would
like to see more people from Time and
Fortune and Sports Illustrated. Also, I do
wish CNN would add sports in the morning.
Make AM your one stop source for all
that is going on in the morning and what
you might have missed overnight. Also
add international news.I have noticed that
Morning Joe is doing a lot of this . MJ is
covering the British elections and the
economic crisis in Greece. AM is still airing
stories from the previous day. Also each
half hour feature clips from CNN.com and
tell people to go there for more news.I
would also like to see music all day long
on CNN.In the morning when I am on
the web reading the news I am also listening
to music from my Ipod.If CNN can't drop
the crawl, how about collapsing the crawl
during packages, but please update the
crawl. It does not seem like the crawl is
fresh with new stories every 15 minutes.
I have no problem with the wall with pics
of people in the news and the news items
of the day. In fact I would rather see this
more than another television. Instead of
having the word live over the CNN logo
redesign the logo so that word live is
beside the logo. That might help minimize
the size of graphics and banners. i really
don't get why we need subtitles on banners.
How about a simple phase that says it all.
By the way Alan Chertoff did a great story
this morning explaining what Goldman is
accused of doing. Let's hope we see more
stuff like this during the day and CNN
along with infographics and people who
really understand take for an example a
grad student or professor who can explain
the complexity of Goldman or even a
cartoonist, Mark Fiore comes to mind
Fiore has a great cartoon on derivatives
on is website. Let's hope we see people
who are writers for Fortune and people
like Alex Glick or Christy Freeland.CNN
needs to move away from the noise and
useless information. One thing I was
taught about television is put yourself
in your viewers shoes and ask yourself
would I want to watch this.
@7:34AM: You are absolutely right about the anchor and the screens next to them.
ReplyDeleteI was watching Candy Crowley, let me rephrase that, I was TRYING to watch Candy on Sunday, and there she was standing alongside a screen smaller than the one I was watching pointing to photos. Is that "old fashioned" or what? Show the photo and fill MY SCREEN. I know it's Candy...and by the way, she couldn't look more dowdy.
She's an attractive woman for her age, but she ALWAYS wears taylored manish type jackets. It is not youthful and certainly not attractive on camera. If you're a woman, be proud of it and look the part!!!
The difference is the Morning Joe team likes
ReplyDeleteto bring you the news; they are not just reading
the news. They are talking about the fresh news
of the day and talking about the news they are
reading from the I-Pad. This morning Kiran
was at the screen trying to highlight video and
it just did not work.CNN has to rebuild itself
now. The April ratings are in and CNN comes
up with this bogus 9-5 ratings.C'mon guys.
That is what I call the arrogance of CNN.
CNN thinks they are more important than
the news or the stories. Their coverage
on the Goldman Sachs hearing, or should
I say lack of was ridiculous.CNN missed
all of the best live tv. Apparently, it is more
important for viewers to listen to CNN chat
about what is happening than really seeing
what is going on, and you have to ask why
CNN is tanking in the ratings.
Dr. Sanjay Gupta's ratings were not too
ReplyDeletebad on Monday. It will be real interesting
to see his numbers all week long. He did
an amazing report tonight on the good
samaritan who came to a woman's rescue
and lost his life.He is one of the best.
We are now into the May book. Let's see if the
ReplyDeletedownward trend continues. I would like to see
John & Kyra do a show right before Wolf.CNN
needs a lift before the Sit Room. Right now I
am watching CNN less and less these days.
CNN has some anchors that remind me of a
used car salesmen. They spend way too much
time to convince you of something that is not
there. CNN needs to have just one show called
the CNN News Room and use more anchors
during the day and call the programs from
noon-4 something else. Give Wolf back the
4 pm hour and have John KIng come on at
6. That is more of a political hour.Do we
really need anchors on for 2 hours during
the day for shows ? CNN has to bring in their
more likable anchors during the day. Let's
see John Roberts, Don Lemon, TJ Holmes
and others. You have to have people on
the news that you like spending your time
with, not ones that make you turn away
form CNN.CNN really treated Wolf Blitzer
badly and I know a lot of people who refuse
to watch CNN at 4 because of this. The
ratings are down 40 % in that hour for
CNN. How do you lose a time slot to someone
who is bringing in worse ratings than you?
The answer : if you work at CNN.CNN
needs to something during the dayside
that will help boost ratings leading into
the 6 pm hour. Sometimes 360 goes up
at 10 but that is just not enough. CNN
needs to start gaining viewers as early
as noon to be more competitive.Now
CNN is trailing by some 100,00 plus
viewers that is not a good thing. One
thing CNN really needs to work on is
the promos. Right now the Larry King
prom says when was the last must see
interview on Larry King, it says last night.
So why is this promo running during 360
when Larry was just on. Is anybody in the
building thinking.
Hooray for Dr. Sanjay Gupta. He had the top
ReplyDeletedemo for CNN last night and was second in
viewers. He is one of the people that CNN
should be looking at as well.I really like his
style of reporting.CNN needs to really make
a decision about Campbell. Give John King
a little more time and add more elements
to the show and not make it solely on politics.
2 problems for their news in the mornings, carol castello and ashley banfield, both of these ladies have absolutly zero ppl skills and u can see that because of their short tempers when they do not get something, or the ability to allow the other side to explain their story without carol/ashley cutting them off when they might actually be making sense, just because it might not gel with the interviewie's actuall exp. i just think that these 2 are doing more damage to the morning news then not, the big loss was Kire phillips, she was a GREAT moderator! just my 2 cents,
ReplyDelete