New chairman and CEO Chris Licht’s aims to tone down any politically-pointed coverage - despite the fact ratings went up when CNN took on Trump
“It’s not a good brand position to be the opposite of Fox News,” said a network insider familiar with Licht’s thinking. “He wants to be tough and no bulls—, but not affiliated with a side. It’s fair to say he doesn’t like the CNN vs. Fox thing.”
“Chris doesn’t want to do the ‘who’s in, who’s out, who’s up, who’s down’ navel-gazey reporting,” the network insider said.
That is why Brian Stelter and his show "Reliable Sources" got the axe. The media correspondent frequently took strong positions against the misinformation of the Trump administration and got into on-air scuffles with Fox News, which he frequently called out for inaccurate and misleading reporting. Fox News often returned the favor, with primetime host Sean Hannity mocking Stelter as a “fake-news Humpty Dumpty” and other similar attacks.
According to the network insider, CNN’s new leadership is seeking a broader lens for its future media coverage. Licht “wants to reimagine our media beat to be the intersection of the platforms and technology, also the content and disinformation, with much greater scope,” this insider said.
"They’re trying to tack CNN back to more of a central news organization. Brian Stelter did get in the mix of calling out Fox News. So I think, whether valid or not, it did play into the polarization of what CNN had become, a representation of more of a left perspective, and I think that’s what they’re trying to get away from.”
“In the future, they can go to advertisers and distribution partners and say, ‘Look, we are not political. We don’t have an agenda. We’re down the middle of the news.’ Their hope is ultimately that will lead to higher ratings, higher CPMs,” he said, referring to the monetary valuation for online ad impressions. “So I think that’s the game that they’re playing is that on a bigger, ultimately broader strategic standpoint — and maybe on a global standpoint — that it may ultimately be better strategically and financially.”