“We are not satisfied with CNN’s ratings performance and we are focused on fixing it,” Time Warner CEO Jeff Bewkes told analysts this morning. The problem isn’t that the news network can’t attract viewers. It’s that they don’t hang around once they’ve caught up with the headlines. He hopes to change that by offering “non partisan coverage” that’s presented “in a very compelling and more engaging way than we’ve been doing of late. That’s what we’re going to be doing next.” The news network is looking to replace CNN Worldwide President Jim Walton who recently said he plans to leave at year end. Bewkes says that “there’s tremendous upside on the news side” noting that CNN is “a great brand” that has “the biggest reach in the news category and (is) very strong overseas and online.”
CNN Needs To Be More “Engaging,” Time Warner Chief Says
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