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CNN’s long-battling “New Day” morning show could go around the drain, or maybe just head for a rebrand. Either way, changes are coming.
CNN’s new chairman and CEO, Chris Licht, addressed the network’s ratings-challenged morning show on Wednesday at the initial Warner Bros. event. Discovery at New York’s Hulu Theater, and it didn’t seem thrilled with the status quo of the morning schedule it inherited.
“Here are some details we are planning for the fall. First, we will reinvent our morning show, leveraging our correspondents and unparalleled resources in the United States and around the world to provide information that viewers need to know at the start of their day,” Licht said. said when presenting to advertisers.
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“I’ll be honest here. We’re looking to be a disruptor of the morning shows airing in this space, and we believe we have the people and the resources that can do that,” Licht added before turning to others. programs.
Licht did not refer to the morning show by its current name during the announcement, but stopped short of providing details about the “reimagined” program. He is expected to work with “New Day” executive producer Eric Hall to determine how CNN’s morning programming can be more successful in the future.
When Licht first spoke to CNN staffers after being named to replace Jeff Zucker, who was forced to step down earlier this year, he suggested some of the network’s beleaguered programs wouldn’t stay long. .
“Together, we will double down on what works well and quickly eliminate what doesn’t,” he wrote in a memo to CNN employees.
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“New Day” is among CNN’s programs that haven’t “performed well” as the morning offering hasn’t resonated with viewers since its launch in 2013.
“New Day” was one of CNN’s least-watched programs this month and lost 31% of its April viewership. It averaged 395,000 viewers in May to rank 41st among cable news programs, despite its desirable timeslot.
“New Day” was also abysmal among the coveted demographic of adults ages 25-54, averaging just 85,000 viewers for a 35% drop from just last month.
CNN did not immediately respond to a series of questions, including whether the revamped morning show would retain the “New Day” brand and whether current hosts John Berman and Brianna Keilar would be a part of it.
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“New Day” is the brainchild of Zucker, who rose to prominence overseeing NBC’s “Today” during the Matt Lauer era and soon attempted to replicate CNN’s morning hit.”
Zucker took over CNN in January 2013 and premiered “New Day” with handpicked anchors Chris Cuomo, Kate Bolduan and Michaela Pereira. It debuted in June in hopes that it would become a signature morning show similar to NBC’s “Today,” but with a jitters that could only happen on cable. Broadcast production trade publications loved the elaborate set design, and CNN even enlisted pop music superstar Alicia Keys to perform a promotional jingle ahead of its premiere.
However, the success of Zucker’s morning show was not repeated and “New Day”, which never managed to reach even 700,000 viewers on average for a year, settled for an average audience. from just 471,000 in the first quarter of 2022. Viewership has continued to decline, with just 418,000 people tuning in each morning so far in the second quarter and just 388,000 last week.
Along the way, “New Day” became infamous for scoring issues and lineup changes. Cuomo, Bolduan and Pereira have been missing from the program for years. Longtime co-anchor Alisyn Camerota was replaced last year by outspokenly liberal Keilar, who now shares the anchor desk with Berman.
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Licht’s reimagining of Keilar and Berman’s morning schedule was vague, but it seems certain changes are on the way.
Berman, who moved to the anchor chair when Cuomo was promoted to primetime by Zucker, is a favorite of CNN’s rank-and-file staffers. He regularly fills in for Anderson Cooper’s “AC 360,” an indication that network honchos see him as a versatile anchor capable of taking on other roles.
Keilar, on the other hand, developed a reputation for conducting combative interviews with non-white conservatives and Republicans who chastised her for talking to them. Last year, she angered Rep. Byron Donalds, R-Fla., during an interview about the Congressional Black Caucus snubbing him despite his strong interest in joining the group of black lawmakers by focusing on his past support for former President Trump.
“The people at CNN, they have an agenda, they have a political agenda. Let’s be very clear,” Donalds told Fox News Digital last year when asked about the interview.
Keilar also faced criticism for attacking Nikki Haley – an Indian-American – when the former UN ambassador said “America is not a racist country”. Keilar devoted an entire monologue in his “Roll the Tape” segment to chastising Haley’s defense of America.
Republican Senate candidate TW Shannon told Fox News Digital last month that he wasn’t sure Licht could restore CNN’s journalistic credibility because of the way Keilar treated him in an online interview. 2021. Shannon, who is black, also appeared on ‘New Day’ and was chastised by Keilar for her past support of Trump.
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“I’ve never been so looked down upon, or looked down upon, and told why I was oppressed and why I should feel oppressed in America,” Shannon explained. “A lot of African Americans refuse to be on this show, and I am one of them. I will never be on his show again. CNN should be ashamed and embarrassed to allow him to spit his hate.”
Licht is no stranger to morning shows, as he was the founding executive producer of MSNBC’s “Morning Joe” and later oversaw the launch of “CBS This Morning.” He claimed that CNN would distance itself from the leftist advocacy programming that was established under Zucker.
Evaluation data courtesy of Nielsen Media Research.
Joseph A. Wulfsohn of Fox News contributed to this report.