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    Can CNN’s Hiring Spree Get People to Pay for Streaming News?

    The network’s boss, Jeff Zucker, tries to make up for lost time by signing Chris Wallace, Audie Cornish and Eva Longoria.A couple of months ago, CNN’s forthcoming streaming channel was perceived as little more than a curiosity in the television news business: just another cable dinosaur trying to make the uneasy transition into the digital future.In fact, the plan to start CNN+, which is expected to go live by late March, amounted to a late arrival to the subscription-based streaming party, more than three years after Fox News launched Fox Nation.Then the hirings began.In December, Chris Wallace, Fox News’s most decorated news anchor, said he was leaving his network home of 18 years for CNN+. Next came Audie Cornish, the popular co-host of “All Things Considered” on NPR, who said in January that she was leaving public radio to host a weekly streaming show.Alison Roman, the Instagram star and author of a popular cooking newsletter, will get her own cooking show. Eva Longoria will head to Mexico for a culinary travelogue documentary series. Rex Chapman, the sports podcaster and former basketball player with more than a million Twitter followers, signed on, too.Audie Cornish, the popular co-host of “All Things Considered” on NPR, is leaving public radio to join CNN+.Brad Barket/Getty ImagesThe prominent names represent a tier of talent that had previously been hesitant to commit to a news channel’s streaming service, especially an untested one. Agents and producers have taken notice, as much for the big salaries on offer as for the prospect of a news-based streamer with a range of nonfiction programming, relying on more than the usual political talking heads.“We do want a service that has a wider aperture and is broader than just today’s bleak news,” CNN’s president, Jeff Zucker, said in an interview.Recent Developments at Fox NewsFauci Comments: The Fox News host Jesse Watters used notably violent language in urging a gathering of conservatives to publicly confront Dr. Anthony Fauci.Jan. 6 Texts: Three prominent Fox News hosts — Laura Ingraham, Sean Hannity and Brian Kilmeade — texted Mark Meadows during the Jan. 6 riot urging him to tell Donald Trump to try to stop it.Chris Wallace Departs: The anchor’s announcement that he was leaving Fox News for CNN came as right-wing hosts have increasingly set the channel’s agenda.Contributors Quit: Jonah Goldberg and Stephen Hayes quit the network in protest over Tucker Carlson’s “Patriot Purge” special.He is gambling that CNN+ can entice new viewers — and bring back some old ones. CNN’s traditional broadcast viewership has dropped significantly from a year ago, thanks to a post-Trump slump and waning audience interest, and the network recently fired its top-rated anchor, Chris Cuomo, amid an ethics scandal.Mr. Zucker is turning to a strategy honed during his days as the executive producer of NBC’s “Today” show in the 1990s, mixing hard news with a heavy dose of lifestyle coverage and tips on how to bake a pear cobbler. In marketing materials, CNN+ has urged viewers to “grab a coffee” while flipping on shows promoted as “never finicky” and “the silver lining beyond today’s toughest headlines.”It remains an open question if CNN+ can actually draw the interest — and monthly payments — of viewers already overwhelmed with streaming options. Heavyweight services like Netflix and Hulu have struggled to find success with shows that riff on current events. One Netflix executive conceded in 2019 that topical programming was “a challenge” when it came to on-demand, watch-at-your-own-pace streamers.The Instagram star Alison Roman will host a cooking show on CNN+.Michael Graydon & Nikole Herriott for The New York Times. Prop Stylist: Amy Elise Wilson.CNN and Fox News are the two major news networks betting that viewers will pay an extra monthly fee for their digital content.Fox News introduced Fox Nation, a subscription-only streaming service, in November 2018. Like CNN+, it features a mix of shows hosted by familiar hosts (“Tucker Carlson Presents” and Brian Kilmeade’s history program, “What Made America Great”) along with programming from outside the parent network, including a revival of the police show “Cops” and a new program hosted by Piers Morgan.Still, paid services like Fox Nation ($6 a month) and CNN+ (which has not revealed its pricing) carry a higher barrier of entry for TV news content, which is available free of charge elsewhere. Fox Nation has not disclosed its number of subscribers, making its success hard to gauge, though Lachlan Murdoch, the executive chairman of the Fox Corporation, has touted the service to investors.NBC, ABC and CBS are pursuing a different strategy: free streaming news platforms supported by paid advertising. Their digital options predominantly focus on news, not lifestyle programming, and the networks have only recently taken more aggressive steps to expand the programming on offer.On Monday, CBS rebranded its platform as the CBS News Streaming Network and announced new shows inspired by the network’s history, including a program hosted by the anchor Norah O’Donnell with “a 2022 take on the classic Edward R. Murrow interview series.”The Choice From MSNBC, a channel on NBC’s Peacock streaming app, debuted in 2020. Its hosts include Mehdi Hasan, Zerlina Maxwell and, starting later this year, Symone D. Sanders, a former adviser to President Biden. (NBC News also has separate digital offerings for hard news and lifestyle coverage.)Eva Longoria is developing a culinary travelogue documentary series for CNN’s streaming service.Rozette Rago for The New York TimesFor news executives, finding a winning formula in the streaming game is now an urgent priority.Streaming has supplanted cable as the main home delivery system for entertainment, often on the strength of addictive series like “Squid Game.” For a while, though, old-fashioned cable news clung on, with CNN, MSNBC and Fox News attracting record audiences in recent years. In case of emergency — a pandemic, civil unrest, a presidential election, a Capitol riot — viewers still tuned in en masse.After former President Donald J. Trump left office, news ratings nose-dived and cable subscriptions continued to plummet — an estimated four million households dropped their paid TV subscriptions last year, according to the research firm MoffettNathanson.Fox Nation and CNN+ both rely on a business model dependent on paid subscriptions, hence the efforts by both to generate a wide variety of programming.“A subscriber every month only has to find one thing that they want,” Mr. Zucker said in the interview. “We don’t need the subscriber to be interested in everything we’re offering, but they need to be interested in something.”Mr. Zucker said CNN+ was aiming at three buckets of potential subscribers. He is seeking to entice loyal CNN viewers into paying for streaming programs featuring hosts familiar from the cable channel: Anderson Cooper will have two, including one on parenting; Fareed Zakaria is helming a show examining historical events; and Jake Tapper will host “Jake Tapper’s Book Club,” in which he interviews authors.The other would-be subscribers, Mr. Zucker said, are news and documentary fans who want more nonfiction television, as well as younger people who don’t pay for cable.CNN, though, is not ignoring the needs of its flagship cable network, which ranked third last year behind Fox News and MSNBC in total audience.Mr. Zucker recently reached out to representatives for Gayle King, the star CBS News anchor, about the prospect of her taking over the weekday 9 p.m. hour on CNN, said two people with knowledge of the approach. CNN has not named a permanent anchor for the prime-time slot since Mr. Cuomo was fired in December after revelations that he assisted with the efforts of his brother, former Gov. Andrew M. Cuomo of New York, to fend off sexual harassment allegations.CNN’s president, Jeff Zucker, is gambling that the network can entice new viewers and bring back some old ones with its streaming platform.Krista Schlueter for The New York TimesCNN+ is also expected to include the breaking news and political coverage that CNN viewers are accustomed to — a feature that could pose difficulties for the network down the road. CNN commands a high price from cable distributors, who may cry foul if CNN+ includes too much news programming that potentially competes with the cable offering. For instance, Wolf Blitzer, the host of “The Situation Room” on CNN at 6 p.m., will also appear on CNN+ to anchor a “traditional evening news show with a sleek, modern twist.”CNN’s parent company, WarnerMedia, which is on the verge of a megamerger with Discovery Inc., appears willing to take the risk. The company is placing a significant financial bet on CNN+, budgeting for 500 additional employees, including producers, reporters, engineers and programmers, said Andrew Morse, CNN’s chief digital officer. The company is also renting an additional floor of its headquarters in Midtown Manhattan to accommodate the hires.“What we’re building at CNN+ is not a side hustle,” Mr. Morse said. More

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    For Times Reporters Appearing on TV, Extra Prep Time Helps

    Appearing on TV news shows lets Times reporters take their work to a wider audience. But the opportunities must be handled with care.Times Insider explains who we are and what we do, and delivers behind-the-scenes insights into how our journalism comes together.“What do you think?”The host looks to you. Hundreds of thousands — even millions — of television viewers await your answer. What do you say?Annie Karni, a White House correspondent for The New York Times who is a regular guest on MSNBC, said she has been asked some version of that question often during her TV news show appearances over the past few years.“You’re there to talk about your reporting, even if the host is pushing you to offer an opinion,” she said.Ms. Karni is one of approximately 20 Times reporters who make regular appearances on television networks like CNN, CBS and MSNBC. Although most appearances are unpaid unless a journalist has signed a contract with a network, Ms. Karni and others see substantial pluses in the appearances.“Sources in Washington watch, and maybe someone starts to recognize you more and is more likely to return your call on your next story,” she said.“It’s also another way to bring the work of The Times to people watching a program who might otherwise not have seen it,” said Zolan Kanno-Youngs, a White House correspondent for The Times and a CNN contributor.Reporters are generally asked to appear on a show a few hours in advance, Ms. Karni said. They are given topics of discussion, along with any relevant articles to read, though producers do not supply precise questions.Before an appearance, Ms. Karni said she sometimes makes extra calls to her sources to get additional context.Katie Benner, who covers the Justice Department for The Times and recently signed on as a contributor at MSNBC, said she makes an extra effort to consider how to contextualize any topic she discusses for an audience that may be unfamiliar with it.“If there’s a major shooting and the Justice Department has deemed it a possible hate crime, the public should probably know what constitutes a hate crime,” she said. “Are they on the rise? Are we seeing a trend? If someone else addresses that, great. If not, I want to make sure it’s said.”Ms. Karni said the best way for reporters to learn how to present their work for a television audience is simply to do it repeatedly, but first-time guests aren’t completely on their own. The Times’s communications department offers media training for its reporters, which can include mock interviews. One thing that Ms. Karni said surprised her when she began appearing on TV was the streamlining and repetition necessary when summarizing reporting.“You want to come up with one or two things you want the audience to know and really emphasize those,” she said. “Even if it’s not the exact answer to the question you’re asked, it’s better than trying to think on your feet.”Even though a reporter may be on camera for only five minutes, the time required for TV appearances is hardly brief, Ms. Karni said. In addition to getting to and from the studio (during normal times, that is), reporters must catch up on all the news of the day, not just their specific stories. That can be the most difficult part, Ms. Karni said: the ability to pivot and to be prepared to speak on any pressing topic after a 15-minute cram session on the car ride over.But journalists have been appearing remotely since March 2020, which enables them to commit more like 10 minutes of their time rather than two hours. And reporters can make late-night appearances on shows like “Nightline” without worrying about catching a late car ride home.“It’s been a totally new world since the pandemic,” Ms. Karni said. “I bought a ring light for my bedroom, do my own makeup, and the whole thing is much quicker.”Ms. Benner agreed but said she missed one big perk: the hair and makeup team.“I normally don’t really wear any makeup, but they make you look amazing,” she said. “They’re also the funniest people and always make me laugh.”Mr. Kanno-Youngs, however, has become a little self-conscious about dialing in from his apartment. His dog stares at him from the couch, just waiting to bark; people tramp by in the hallway outside his door; and he ends up eyeing artwork in his background, wondering if it’s slanted.“That makes me nervous,” he said. “It’s like: ‘Geez, is this painting crooked in my background? Is Room Rater going to completely expose me because I didn’t wipe the kitchen counter?’”Aesthetics aside, Ms. Benner pointed out one critical rule to her appearances. “If, because of your schedule, you have to choose between reporting and being on TV, you should always choose reporting,” she said.But while Times journalists can spend months — or even years — reporting a single story, an appearance on a news show is, by comparison, over in a heartbeat.“There’s always a moment right after the host finishes and they go to the next guest,” Ms. Karni said. “You’re like, ‘Oh, wait, I have one more thing I want to say — come back!’” More