Opinion / Christopher Lord
Changing the channels
Could it take a Brit to shake up America’s TV news industry? CNN is about to find out: the broadcaster has just appointed Mark Thompson (pictured) as its new CEO and chair. A former director-general of the BBC, Thompson is better known on this side of the Atlantic for helming The New York Times through choppy financial waters and bringing the paper into the digital age. CNN executives are hoping that he will be able to produce the same kind of magic on the small screen but he certainly has his work cut out for him.
In the past year, CNN has launched a premium subscription service that lasted just a few weeks, had a slew of high-profile departures and maintained a continual decline in viewing figures. Meanwhile, the short-lived tenure of Thompson’s predecessor, Chris Licht, ended in June amid reports that the newsroom had lost faith in him. CNN’s travails are often ascribed to the slow death of rolling news but rivals such as MSNBC are seeing their ratings tick up, suggesting that many viewers are switching over rather than switching off.
Thompson’s big win at The New York Times was to attract and keep new subscribers in part by investing in journalists – today, the newsroom is the largest in its history. Following a slew of cuts, he has to try to make the same case at CNN. While recent efforts to broadcast more balanced stories have received internal pushback at CNN, the US is about to enter an election year, with the stage set for high drama. The network has the chance to set itself apart from the competition, which it has done in the past, as being a cool-headed place for discerning viewers. “News is not just a list of headlines,” said Thompson in 2020. “It’s a sophisticated cultural object.” These are wise words as he embarks on a new beat.
Christopher Lord is Monocle’s US editor. For more opinion, analysis and insight, subscribe to Monocle today.