The Future of CNN: Highbrow dreams, tabloid sensibilities

CNN prexy Jon Klein has grand dreams of restoring CNN to its former hard-hitting ratings-sweeping news glory, hoping to rise above base fodder like the Michael Jackson circus with thoughtful, deep news stories reflecting what viewers really care about. It’s a nice goal, in theory – but as Newsweek‘s Jonathan Darman points out, it fails to acknowledge the fact that CNN’s ratings are buoyed by the tab-happy shriekings of Nancy Grace, whose ratings are second only to Larry King’s. But maybe that’s the point for Klein; with Grace safe on the lowbrow beat CNN is free to pursue “longer, more-polished pieces” that focus on “storytelling” and “character”:

Klein declined to comment on Grace, saying Headline News does not fall under his jurisdiction. But some at the network wonder if he isn’t secretly happy to have her on the air. With Grace safely tucked away at Headline News, they reason, Klein can preach his message of highbrow journalism even as the network continues to rake in tabloid gold.

Klein’s made some bold chages at CNN in programming and on-air staffing, and the march of the new CNN is on, with “strict message discipline” imposed from on high. Even so, there are cracks:

Privately, though, many staffers express discontent with the new regime, saying it’s not possible to make “60 Minutes”- style pieces on a limited budget and tight time constraints.

and, said one “veteran producer”:

The old CNN is [esteemed political anchor] Judy Woodruff…The new CNN is Nancy Grace.

It’s tough to take the high road when the low road is there running parallel; Klein faces the challenge of up-branding in the ever-present face of dilution by Grace – and her ratings. After all, at the end of the day, the numbers shout the loudest. We’re watching, Jon. We mean that supportively, not ominously.

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