Warner Bros. Discovery said Thursday that it will launch its 24-hour news streaming service, CNN Max, in the United States on September 27.
CNN Max will leverage the news network’s global reporting resources and will also introduce new original programming, such as “The CNN Newsroom with Jim Acosta, Rachel Solomon, Amara Walker, and Frederica Whitfield.”
It will also seek to capitalize on the speed of breaking news and analysis, differentiating CNN Max from the short-lived CNN+ streaming service, which launched in March 2022 and features premium lifestyle programming.
Warner Bros. Discovery, the parent company of CNN, is increasing the amount of time subscribers spend on its Max streaming service, and increasing scripted HBO series with Discovery reality shows to keep viewers tuned.
Breaking news and analysis would broaden the reach of Max’s programming, even allowing CNN to reach a younger live broadcast audience.
CNN’s ratings have plummeted even as the company tries to attract more Republican viewers. Its profit fell below $1 billion (about Rs. 8,250 crores) in 2022 and is expected to be modestly higher this year than last year, at $938.6 million (about Rs. 7,750 crores), according to data from S&P Global Market Intelligence. These estimates are for CNN networks operating in the United States, including CNN en Español and CNN International.
During the month of June, CNN’s audiences lagged behind Fox and MSNBC in primetime and all-day, according to data from Nielsen.
The CNN Originals hub that is part of the Max service will be renamed CNN Max, and US subscribers will be able to access live news in addition to current original series such as Anthony Bourdain: Parts Unknown and Stanley Tucci: Searching for Italy.
© Thomson Reuters 2023
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