(Molly Bruns, Headline USA) New CNN president Chris Licht has kickstarted the evaluation process of the network’s polarizing on-air personalities and programming in an attempt to become less partisan and reverse plummeting viewership.
Inside sources report that if talent is unable to adjust to a more bipartisan tone and strategy, they could be fired, Axios reported.
Licht is giving many talking heads an opportunity to prove their willingness to be flexible and meet the new standard “so they don’t tarnish CNN’s journalism brand.”
This would include not engaging in interviews that feel like PR stunts and booking interviews that are focused on nuance.
Under the former leadership of Jeff Zucker, CNN has become increasingly partisan. On-air personalities such as Jim Acosta, Brian Stelter and Don Lemon have become mascots for the network’s increasing Leftward lean.
According to an inside source, Licht is not totally against personality programming—particularly during prime time—but wants to make sure partisan voices do not harm CNN’s brand and, more importantly, their ratings.
Licht has only been acting president at CNN for a month, but rumors of his desire to clean house have been swirling even before he started in the position.
It is said by insiders that his priorities are aligned with CNN’s parent company, Warner Bros. Discovery.
CNN did not comment, but over the past few weeks, news of small changes have leaked.
For example, Licht released an internal memo describing a change to the stylebook to address the overuse of the breaking news banner across the network. Licht is in agreement with many that the banner is overused.
“We are truth-tellers, focused on informing, not alarming our viewers,” he said in the note.
Investor Johne Malone has made public statements regarding CNN’s increasing tilt, wishing they would step back from the aggressive progressive commentary.
“I would like to see CNN evolve back to the kind of journalism that it started with, and actually have journalists, which would be unique and refreshing,” Malone told CNBC last year.
