NEW YORK — CNN executives on Tuesday said they had no imminent plans to change the network’s prime-time lineup despite a steep fall-off in viewership, but suggested they are stepping up efforts to increase the performance of the current slate of shows.
“We always look to make change throughout CNN, we always have, across all of our businesses. As far as any specific plans to make any specific changes in prime time, no,” said CNN Worldwide President Jim Walton after the network’s presentation to advertisers in New York City. “Because there can be changes within what we’re doing. A lot of it is in execution.”
So far this year, CNN has seen a 41 percent drop in its weekday prime-time ratings compared to the same point in 2009, drawing an average of 727,000 viewers, according to Nielsen. MSNBC has fallen off 24 percent to 864,000 viewers, while Fox News is up 3 percent to 2.7 million.
Network officials argue that the ratings decline reflects a natural ebbing of interest compared to fascination surrounding President Barack Obama’s first months in office at this time last year. Walton also noted that prime time on CNN’s U.S. network only contributes about 10 percent of the overall advertising revenue of the company, which also includes CNN International, CNN.com and HLN.
“It’s not as dire as maybe some people say,” Walton said, adding: “I’m not satisfied with the ratings, but I’m not concerned.” He also praised the leadership of Jon Klein, president of CNN/U.S., calling him “brilliant” and a “great journalist.”
Officials described the network as a muscular, indispensable news source in a cable news landscape cluttered with opinion. “We’re the only credible nonpartisan voice left, and that matters,” Walton said.
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