CNN brand

Tom Dougherty, CEO – Stealing Share

30 June 2010

Larry King is leaving. CNN is dying.

I was interviewed by the New York Times a few weeks back regarding CNN’s plunging ratings.  The article (you can read it here) was mostly about Larry King and his show’s decline in the ratings. My perspective was that Larry King’s show was a symptom of the CNN problem and not the cause.

Well, if CNN sticks to form, I would expect that they follow the traditional TV entertainment route when choosing King’s successor.  Too bad. They need to hire Stealing Share to fix the serious brand problems and find their raison d’etre.

“The network has no idea who it is or who we are when we watch.”

CNN has lost its way. The network has no idea who it is or who we are when we watch. Unless they spend the energy and resources to uncover their core brand problems and then redefine their core brand promise and position, they will continue to compete with other entertainment choices of their ilk… Real Housewives of (insert geography here) and the latest reiteration of Jon & Kate Plus 8.

We will learn a lot about CNN’s desire to succeed or go blindly into the night by their Larry King replacement choice — … Larry suggested Ryan Seacrest.  As I was saying…

See more posts in the following related categories: CNN CNN Brand CNN losing viewers CNN ratings Larry King Larry King Retiring


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