The Future Of CNN, Beyond Larry KingLarry King announced Tuesday that he's leaving his prime-time slot on CNN. His show was losing viewers at an alarming rate, as CNN itself has lost a lot of audience share to its cable news rivals. Now the network will try to find a fresh approach to its prime-time lineup.
Once it's replaced King, a fixture for a quarter century, CNN will have remade its entire evening lineup from 7 p.m. to 10 p.m. ET in less than a year. Jonathan Klein, president of CNN's U.S. network, says that's an opportunity to be seized, not feared.
"We all have to evolve," Klein says. "But what we will always strive to be known for is real reporting, incisive analysis and informed opinion."
The departure of populist host Lou Dobbs from CNN late last year seemed to clarify that very mission. He had fought CNN executives for years about his assertions on the air and on his syndicated radio show — about immigrants and President Obama — that were often contradicted by the reporting of his own network.
Dobbs was replaced by the respected political anchor John King. But John King's ratings are relatively low.
Larry King has been married seven times. All those wives must have gleaned some interviewing expertise from spending so much time with Larry. Now, let them host on a seven-day rotation. — Ben Bergman, Morning Edition
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Brian Dunkleman, co-host of the first season of American Idol. Because Ryan Seacrest gets everything. - Travis Larchuk, Weekend All Things Considered
Jiminy Glick, as played by Martin Short. — Thom Woodward, Operations
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Kermit the Frog. He has prior newscasting experience on Sesame Street. — Javaun Moradi, SEO specialist
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Rolling Stone freelancer Michael Hastings, because evidently he knows how to get what he wants from interviewees. But if he won't take the gig, Gen. Stanley McChrystal, who is consequently out of a job. His favorite drink, Bud Light Lime, could be a new sponsor. — Heather Murphy, multimedia producer
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Arsenioooooooooooooooooooooooooooooo Hall! *fist pumps and barks* Because, dammit, he had a good show back in the '90s. Or '80s. When was it again? Whatever. *fist pumps in the air* — Tanya Ballard Brown, digital media editor
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Rod Blagojevich. Assuming he's not in jail. — Barrie Hardymon, Talk of the Nation
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Kanye West. Imagine the following: Bill Clinton: "And so, that's why philanthropy is so important, because --" Kanye: "IMA LET YOU FINISH, BUT THERE IS JUST NO WAY YOU DANCE BETTER THAN OBAMA." — Ramona Martinez, Washington Desk intern
Dick Cheney. Because we all miss his point of view and he has a heart issue like Larry. — Beth Howard, broadcast librarian
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Roland Martin — any man who is willing to wear an ascot on the air deserves to be heard! — Michel Martin, host of Tell Me More
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Betty White — is there anything she can't do? — Melody Kramer, Fresh Air
Chris Matthews moves from MSNBC — CNN instantly doubles its prime-time viewership to two — Dave Mattingly, newscast
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Larry David. "Up next, Kim-Kim the acrobat from South Korea ... ohhhh this is such bulls- - - ... who gives a s- - - about this anyway ... HELLO?! Mr. Ted Turner?! I can hear you now! No, no, he's not really talking to me, I'm just fooling myself. Mr. Kim-Kim, thanks for joining us ..." — Dominic Ruiz-Esparza, IT
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Christopher Walken. He looks a little bit like Larry King but is way more badass. He sings, he dances and he could scare Balloon Boy's dad into admitting anything. — Tamara Keith, business reporter
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Although only in middle school, Larry King's sons, Chance and Cannon. But they have to wear those outfits at all times. — Mito Habe-Evans, photo & multimedia intern
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Joe Franklin, because he was Larry King before Larry King was Larry King. — Keith Jenkins, senior multimedia producer
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The replacement should be Larry King (on tape). He's asked the exact same questions for 25 years, and it doesn't seem to matter who the guest is. So why not just play those same recorded questions for any new guest that wanders into the studio? — Robert Smith, correspondent
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Campbell Brown, an import from NBC who replaced Paula Zahn at 8 p.m. just a few years ago, secured a release from her CNN contract in May. She told viewers she couldn't compete with the ideological bombast of Keith Olbermann of MSNBC, Bill O'Reilly of Fox News and Nancy Grace of HLN.
"If you think about what's going on in our world right now — everything from wars on a couple of different fronts, a recession, that absolute disaster down in the Gulf — this is a time when traditionally CNN would have been cleaning up," says NBC News President Steve Capus, who also oversees MSNBC. "Now what we see is [that] the audience is not going to them."
CNN was a pioneer in cable news and for many years defined the field. But Fox News' conservative prime-time lineup has helped propel that upstart into the driver's seat, and it's been the ratings leader for nearly a decade. After years of oscillation, MSNBC's embrace of a liberal prime-time lineup has helped it ease into a comfortable second place.
CNN offers viewers neither ideological bombast nor magnetic personalities. And despite deeper journalistic resources than either of its rivals, CNN has lost viewers. CNN executives say its profits remain robust and that its multiple revenue streams hedge against prime-time fortunes. But its marquee shows have struggled.
Jay Rosen, a professor of journalism at New York University, has tagged CNN's approach as "the view from nowhere." He argues people have no compelling reason to tune in, absent a major breaking news event.
Brown will be replaced at 8 p.m. by former Democratic Gov. Eliot Spitzer of New York, who was a crusader against Wall Street as a state attorney general and is now an incisive columnist for Slate.com. But Spitzer is best known for being identified as Client No. 9 in the prosecution of a high-end prostitution ring. He'll be paired with the Pulitzer Prize-winning conservative columnist Kathleen Parker in a format that seems to echo Crossfire, the political debate show that Klein himself killed five years ago.
Klein says superficial resemblance aside, the effect and tone will be quite different this time.
Larry King was considered "appointment" television for years, as he served up a mixture of interviews with high-powered world leaders, celebrities and fleeting sensations. (One comedian used to joke that the perfect balance for Larry King Live would have Pope John Paul II in the first 30 minutes — and the oddball stand-up Carrot Top in the second.) The show became a regular stop for presidential campaigns, contrition tours and book junkets.
King famously hated to prepare for interviews.
"There was nothing prearranged," King told me in 2006, describing his interviewing approach. "It was totally off the top and off the cuff."
But the flaws in that approach were increasingly evident. There was that rather astounding moment back in 2004 when King confused Michael Isikoff, the dogged investigative reporter then writing for Newsweek, with Michael Weisskopf, the correspondent for Time magazine whose hand was blown off in Iraq when he heroically grabbed and tossed a grenade thrown into the Humvee in which he was traveling.
And there was the time King asked comic Jerry Seinfeld whether his eponymous sitcom had been canceled when it went off the air.
"Are you under the impression I got canceled?" Seinfeld asked. "Is this still CNN? I was the No. 1 show on television, Larry. ... Can we get a resume in here for me?"
Most recently, King seemed befuddled by the presence of the pop sensation Lady Gaga, who had donned his trademark suspenders and glasses for the occasion. An increasing number of colleagues wondered privately whether his number was up.
But only lately have King's actual numbers plunged to such depths. On Monday, according to Nielsen ratings estimates published by the website TVNewser.com, he drew 104,000 viewers between the ages of 25 and 54 — a category coveted by major advertisers. That's less than half of the audience for MSNBC's Rachel Maddow in the same hour, and less than a fifth of those viewers for Fox News' Sean Hannity. Even Joy Behar on CNN's sister station HLN outdrew him.
On Tuesday evening, Klein lauded Larry King, calling him an icon and saying this was a decision the longtime host made after reflecting on the sweep of his career.
Once again, Klein now has to figure out what comes next for the network, too.