On with Kara Swisher: Can Chris Licht Turn CNN Around?

New Direction

Chris Licht, the new CEO of CNN, is steering the network towards a fresh strategic direction amidst challenging times. He aims to redefine CNN's brand by moving away from traditional partisan approaches and instead focusing on delivering unvarnished truths to attract a broader audience. Licht emphasizes that his competition is not other news networks but platforms like Netflix and HGTV, as he seeks to capture viewers' discretionary attention 1.

The play is to not be offensive to a side. Right. And perhaps they will come to us for an unvarnished truth, to allow themselves to make their own decisions.

--- Chris Licht

This approach reflects his vision of CNN as a diverse news source, akin to a newspaper, offering more than just breaking news and politics 2.

   

Digital Strategy

Under Chris Licht's leadership, CNN is expanding its digital presence to engage modern audiences more effectively. Licht acknowledges past neglect of CNN's digital assets and is committed to revitalizing them by building a robust infrastructure for future growth 3. He envisions a shift in media coverage, focusing on digital platforms rather than traditional linear television, to reach a wider audience 4.

I would rather do media analysis and coverage on our digital platform that reaches 180 million unique users.

--- Chris Licht

This strategy includes exploring new programming formats that offer informed perspectives, potentially incorporating elements of entertainment to differentiate CNN from other news outlets 5.