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CNN Counts On Zahn To Boost Prime Time Ratings
Atlanta Journal & Constitution ^ | 07/05/03 | Caroline Wilbert

Posted on 07/05/2003 6:43:21 PM PDT by kcordell

CNN counts on Zahn in prime-time battle

By CAROLINE WILBERT The Atlanta Journal-Constitution

After more than a month off the air, Paula Zahn returned to CNN on a recent weeknight with a typically poised explanation.

Dressed in a coral suit with matching necklace, she explained in a few quick sentences that she was on vacation for a while and now will be hosting an 8 p.m. news show. The show is "a work in progress" that will roll out new features, contributors and set in coming weeks, she added.

"I'm very excited," said Zahn, who used to host the network's morning show. "The future looks great."

If only a prime-time solution was that simple for CNN.

For two years, the network has been playing second fiddle to archrival Fox News in prime time -- and continually reworking its lineup.

The current strategy is to use Zahn, the pert but businesslike veteran CNN hired away from Fox in 2001.

CNN wants a hard-news program that also is engaging enough to woo prime-time viewers.

It hasn't been an easy balance for news networks to strike. By 8 p.m., many viewers already have caught up on news of the day and want something different.

CNN's last attempt, "Connie Chung Tonight," did relatively well in the ratings. Still, the show's tabloid style didn't represent the company's desired hard-news image, and it was canceled.

Fox News has hit the prime-time jackpot with "The O'Reilly Factor," a combative talk show with the conservative-leaning Bill O'Reilly that entertains viewers and draws the biggest ratings in cable news.

That formula isn't easy to copy, however. Other attempts at talk shows, including two on MSNBC -- Phil Donahue's liberal counterpoint, canceled in February, and the network's current show with Keith Olbermann -- haven't been able to replicate the success.

No ratings boost

CNN is a distant second in ratings in the 8 p.m. time slot -- and Zahn's reappearance so far hasn't jump-started the ratings.

It may be too early to gauge the ratings success, as the show has not been fully rolled out and has not been promoted.

In its first week, Zahn's show drew an average of 552,000 viewers, compared with 2.16 million for O'Reilly on Fox News and 240,000 for Olbermann on MSNBC.

CNN viewership fell 2 percent from the week before in the time slot.

"We measure our success based on ourselves," CNN spokeswoman Christa Robinson said. "Our objective will be to continue to grow our audience over time. We all know you don't build an audience overnight."

The network competes against more than just other news networks, though. In prime time, all networks, including broadcast giants, throw out their best fare, said Larry Gerbrandt, chief operating officer of Kagan World Media.

The good news, Gerbrandt said, is that more people have their televisions on during prime time than at any other time, so there are more viewers to share.

Jim Walton was named president of CNN in January, and he set about returning the network to a hard-news focus. He canceled shows that didn't fit the image, including Chung's program and "Talk Back Live." Debate show "Crossfire" was demoted to a half-hour slot in the afternoon.

In April, CNN announced that Zahn would anchor a two-hour hard-news show from 7-9 p.m. The move was a gamble, as Zahn, arguably the network's biggest star, had grown ratings in the morning and developed a following.

"We are making a statement that we want a news program in prime time," Teya Ryan, general manager of CNN/U.S., said at the time.

The network, which hired producer Jim Miller to work with Zahn, since has scaled the show back to one hour. Zahn said she didn't want to pad a longer program with filler.

Reese Schonfeld, the founding president of CNN who still tracks news networks closely, thinks a hard-news program could do well at 8 p.m., if done right. There is no direct competition, since other news networks have talk shows at that time.

"But the news may be stale, unless you work hard to make it new," he said.

Zahn's show, yet to be named, will be driven by live interviews, which Zahn sees as one of her strengths, she said.

On her first night back on the air she had ex-New York Mayor Rudy Giuliani join her at the desk -- perhaps a nod to the importance of the New York audience.

Magazine style

There also will be magazine-style packages from around the world. A cast of contributors will join Zahn. Some will be hired from outside the network and some regular CNNers also will work on the program.

"I think people are so comfortable with the remote [control]," Miller said. "Three minutes into 'Friends' they may decide they don't like the story line. ... We have to give them a reason to stop clicking."

Miller is confident despite the challenge. When asked if it is frustrating to have Zahn's show on this summer before all the features, including the cast of contributors, are ready, he said: "It is only awkward in that we are a Porsche going 40 miles an hour."


TOPICS: Crime/Corruption; Culture/Society; Foreign Affairs; Government; News/Current Events; Philosophy; Politics/Elections
KEYWORDS: ajc; cnn; paulazahn; primetime
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To: PhiKapMom
Get a Tivo - it allows you to purge entire channels from your lineup! I have purged MTV, VH1, CNN, CNNFN, all the Home Shopping Networks, etc, so I never even catch a glimpse of them - it makes for nicer channel surfing!

21 posted on 07/05/2003 8:00:30 PM PDT by HitmanLV (I will not be pushed, filed, stamped, indexed, briefed, debriefed or numbered. My life is my own.)
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To: A Citizen Reporter
Brit Hume's show is far and above the rest! I think I watched the weekend morning show twice and couldn't take it!

Made a vow to quit watching cable news shows that make me irritated -- that has cut down on the number of shows I watch considerably. Figured it was ridiculous to sit and talk back to my TV which I was doing a lot of in recent weeks!



22 posted on 07/05/2003 8:01:15 PM PDT by PhiKapMom (Bush Cheney '04 - VICTORY IN '04 -- $4 for '04 - www.GeorgeWBush.com/donate/)
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To: HitmanNY
Thanks for the info! We have digital cable and I would love to purge all the payforview channels!
23 posted on 07/05/2003 8:03:29 PM PDT by PhiKapMom (Bush Cheney '04 - VICTORY IN '04 -- $4 for '04 - www.GeorgeWBush.com/donate/)
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To: kcordell
I thought they were counting on Connie Chung...or was it Aaron Brown? Couldn't Christianne Amanpour save them? Maybe they need to call in Phil Donahue.
24 posted on 07/05/2003 8:07:28 PM PDT by Savage Beast (Vote Democrat! Vote for national--and personal--suicide! It's like being a suicide bomber!)
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To: PhiKapMom
It's possible that your cable box or tv allows you to customize your channel lineup, also. I have standard cable and Tivo - about 80 channels and I have purged probably 25 of them. Makes channel surfing a lot nicer. I keep MSNBC because of Michael Savage, haha!

Tivo is awesome, though not cheap. It's a Digital Video Recorder, lets you pause live tv, set up for your programs to be recorded, and organizes everything. Since getting it, I don't watch tv, I just see what my Tivo has recorded (a combo of what I told it to record, as well as suggestions) and watch. You can rewind, fast forward commercials, pause, whatever.

Tivo is running a promotion - $ 199 for a 40 hour model, and $ 299 for a 80 hour model, plus activation fee ($ 250 lifetime or like $ 12 a month) which lets your tivo make a daily call and

The special deal is open only to friends of tivo subscribers (only tivo users can send the offer to their friends), as outlined in the tivo webpage www.tivo.com/help . If interested, freepermail me your email address and I will be happy to send you the special offer invitation.
25 posted on 07/05/2003 8:10:12 PM PDT by HitmanLV (I will not be pushed, filed, stamped, indexed, briefed, debriefed or numbered. My life is my own.)
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To: PhiKapMom
I happen to like Paula Zahn but I'll never abandon O'Reilly,except for an occasional peek at CNN.

I can't believe that they said Connie Chung's ratings were okay.She looked like her face had just been injected with novocaine and had a very stiff,rigid interviewing style.
26 posted on 07/05/2003 8:18:43 PM PDT by Mears
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To: PhiKapMom
I second that! That guy is irritating!

The last time I saw him he could hardly look up from his plate of free food to talk and when he did he talked while chewing. Acted like a starving man.

27 posted on 07/05/2003 8:23:26 PM PDT by Mind-numbed Robot (Not all things that need to be done need to be done by the government.)
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To: kcordell
Well, I hope they aren't holding their breath.
28 posted on 07/05/2003 9:03:41 PM PDT by Republican Wildcat (Help us elect Republicans in Kentucky! Click on my name for links to all the 2003 candidates!)
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To: kcordell
MSNBC -- Phil Donahue's liberal counterpoint

Did anyone see Saturday Night Live's spoof of Donohue last week? It was very funny. Donohue was interviewing Michael Moore and Barbra Streisand ... they made much of how dirty and smelly Moore is!

29 posted on 07/05/2003 9:09:35 PM PDT by BunnySlippers
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To: kcordell

30 posted on 07/05/2003 9:34:18 PM PDT by xp38
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To: kcordell
I am watching Pres. Reagan on Larry King right now what a man!!!!!!! Talking about Powell and the current VP from 91.
31 posted on 07/05/2003 9:36:30 PM PDT by Brimack34
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To: kcordell
If anyone has not seen Pres. Reagan on larry it is a must see. From 1991. He said most of are planes could not fly because of all the cuts by congress(DEMS). Also the China Nancy got for the White House was donated. The press rip her for spending tax payers he was pissed. It was great.
32 posted on 07/05/2003 9:47:58 PM PDT by Brimack34
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To: Brimack34
It is on again at 2:00am Central time.
33 posted on 07/05/2003 9:49:50 PM PDT by Brimack34
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To: A Citizen Reporter
One can only hope.
34 posted on 07/05/2003 9:57:50 PM PDT by Pukka Puck
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To: Mears
I watched Paula the night she had Rush L on during the Florida recount period. Rush ran circles around her and exposed her for the BIMBO she is. Good thing she had that frozen smile look on her face down pat.

She couldn't have gotten to where she is based on knowledge and intelligence. That night she was a stereo typed blond. The lights were on but no one was home. I haven't watched her since...

35 posted on 07/05/2003 10:13:26 PM PDT by cibco (Xin Loi... Saddam)
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To: kcordell
Are they try get Generation X viewership

HELLO CNN She sucks as interviewer I refuse this watching Paula SHE IS HORRIBLE she got out of contract at FOX news and almost got sued

You not that great Paula Hello
36 posted on 07/05/2003 10:48:40 PM PDT by SevenofNine (Not everybody in it for truth, justice, and the American way=Det Lennie Briscoe)
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To: Brimack34; All
OHHH I got teary eye when I saw on Ronnie on Larry King live tonight

OHHHH I going miss this dude when he finally died that these da man back in da day


War THE GIPPER
37 posted on 07/05/2003 10:50:08 PM PDT by SevenofNine (Not everybody in it for truth, justice, and the American way=Det Lennie Briscoe)
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To: kcordell
Remember that CNN ad:

"And just a little S-E-X-Y?"

Followed by what sounded like a zipper being yanked like some Bodice-Ripper romance novel?

The ad was quickly stopped, but not before Drudge and Rush had a field day with it. The CNN producer swore he meant the sound to be a turn table (remember those?) having its scratching a LP. He said it was supposed to sound "hip, just like Alley McBeal!"

Zahn's public display of anger at the ad was most amusing, and was a parody of what many of these "professional newswomen" display as a contradiction:

- I am smart
- I am not a bimbo
- I am sexy, but not like that
- I am hip, but not an airhead
- I WILL be taken seriously
- Does this dress make my behind look big?

38 posted on 07/05/2003 11:00:42 PM PDT by SkyPilot
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To: A Citizen Reporter
From your lips...I don't know why he aggravates me so much. he's just another condescending liberal but he REALLY gets under my skin! The weekend lineup at Fox needs a complete overhaul.
39 posted on 07/05/2003 11:44:50 PM PDT by lainde
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To: kcordell
Bwaaaahahaha They just don't get it, do they. :0)
40 posted on 07/06/2003 12:47:50 AM PDT by ETERNAL WARMING
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