It’s that time again. Here are the 2013 Cable News Network Resolutions…resolved in absentia by yours truly…
ICN resolves on behalf of CNN…
- To not succumb to Jeff Zucker’s temptation to dumb down CNN’s hard news brand. There is more to news than Politics…yes. That does not include breaking Entertainment Industry news. Nor does it include an emphasis on taped reality TV style programming, crime docs, or topical movies.
- To decide on a format for mornings before deciding on any talent changes.
- To change the public narrative of what it’s trying to accomplish. Jeff Zucker made a tactical error when, during his unveiling conference call with Phil Kent, he bit on a reporter’s boobytrapped question about primetime and put it out there that CNN’s goal was to be #1 again. That’s the old CNN narrative and it’s a loser because CNN will never be able to match FNC’s primetime ratings, let alone beat them. The new narrative is branding and profitability and why ratings, while important, are not the defining measuring stick of success or failure in a niche market like cable news. I have argued for years that CNN can’t win the perception war in the battle of the cable news networks if the key measuring stick is ratings. That will always favor FNC and MSNBC because the two all but abandon news in primetime and it’s not a fair fight when you pit news against what is essentially echo chamber infotainment for most of their competition’s primetime hours.
- To think “Format first, talent changes second” – Fix your programming before fixing your talent.
- To not get hung up on “name talent” as a panacea, something this network has done too many times in the past. It doesn’t work. Maddow wasn’t a name when she got her show. Even Olbermann wasn’t really a name in cable news before he got his MSNBC show (the second one). O’Reilly and Hannity were basically nobodies to the majority of the country when they joined FNC. See a pattern here? You can develop hit programming without having an all star name attached to it. And, actually, having an all star name tends to raise the stakes and focus everyone’s attention on the show and its immediate success or failure.
ICN resolves on behalf of MSNBC…
- To have an explanation at the ready when the 2013 numbers drop off after the election.
- To finally rid the network of the taped crime programming. MSNBC expanded greatly on the weekends and it has been airing its full primetime lineup on Friday nights including west coast repeats. This isn’t 2006. It’s 2012. MSNBC doesn’t need to fill the hours with tapes crime shows that now generate lower numbers than their primetime programming.
- To not put Ezra Klein, if he should get a show, in primetime…especially at 8pm.
- To start thinking about what it’s going to do with Mornings when Joe and Mika bolt…as everyone in the industry expects them to. Don’t think for a second that CBS wouldn’t drop Charlie, Norah, and Gayle in a heartbeat if it could land those two.
ICN resolves on behalf of FNC…
- To change things up. Every three to five or so years FNC goes through a bunch of programming and talent purges. It’s one way the network has stayed fresh and on top for so long despite using the same tired old gameplan it’s used for the last 13 years. I know, I know…if it ain’t broke, don’t fix it. Well things break down eventually because of sameness and age. Look at the Today Show.
- To shrink their graphics. They are too damn big now. Ok, so you made them readable for SD vidwers because you broadcast in SD at 16×9. Well, why are we HD viewers getting punished by SUCH BIG LETTERS? Screw the SD viewers! They should have upgraded to HD by now anyways!
- To cancel the Saturday Business Block – If I want business news with a Fox flavor, I’ll watch FBN. I won’t watch the Saturday Business Block on FNC which isn’t even about business anymore (as it was 11 years ago) as much as it’s about political style bashing. I can’t learn anything about business watching that block now. It’s a holdover relic from a time when News Corp. didn’t have a business channel.
ICN resolves on behalf of Bloomberg TV…
- To get bigger HD penetration. This is a 2012 resolution holdover since I still don’t have Bloomberg in HD on DirecTV.
ICN resolves on behalf of CNBC…
- To slap a muzzle on Rick Santelli and his ilk – I’m sick of “the crazy” breaking out on CNBC the way it has been this year. If I’m watching CNBC it’s because I want business news and analysis, not the freak show shoutfests that have been breaking out there. I would expect disagreement between analysts but we’re talking CNBC talent infighting here. These days the only time CNBC makes news on the media blogs is when one of these spats erupts and there’s viral video of it. That’s not good for CNBC’s reputation.
ICN resolves on behalf of FBN…
- To keep going in the way they’ve been going. Progress was made this year. Let’s not screw it up with bad programming decisions. Yes, re-signing Imus was a long term admission by the network that despite the progress made, it’s still not ready to take on CNBC head to head in the mornings. But momentum has been gained elsewhere, particularly in primetime.
Here are the 2012 resolutions and the results…
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