CNN is joining the streaming game, executives announced Monday, with the launch of its CNN+ service in the first quarter of 2022.
Network executives describe the new platform as ‘an addictive experience that complements the core CNN linear networks and digital platforms to serve CNN super-fans, news junkies and fans of quality non-fiction programming.’
The streaming service will offer eight to 12 hours of live programming per day, original series and an interactive community ‘to engage directly with our talent and experts about the issues that matter to them most,’ Andrew Morse, CNN’s chief digital officer, said in a statement.
It will initially be integrated into the existing CNN app, according to Variety, with a price for the service still to be announced.
CNN officials announced on Monday they will be launching a new streaming service called ‘CNN+,’ which will debut in the United States next year
It will initially be integrated into the network’s existing app, seen here
The live, daily programming will be separate from that of the network, as lucrative, long-term deals between the network and cable and satellite companies prohibit it from selling its live programming to streaming services.
Instead, the company announced, CNN+ will act as a ‘parallel track to serve both existing cable subscribers who want additional programming and customers who do not have cable at all.’
The live programming on it will offer ‘topical deep dives and lifestyle content from some of CNN’s most prominent talent as well as several new faces,’ who will delve into topics such as race, climate change, space and science.
It will also include non-fiction programs, like ‘Anthony Bourdain: Parts Unknown,’ and ‘Stanley Tucci: Searching for Italy,’ as well as other unscripted series and films developed specifically for the new subscription service, which will also allow viewers to interface directly with the hosts – something CNN has experimented with in town-hall discussions about the coronavirus pandemic.
‘CNN invented cable news in 1980, defined online news in 1995 and now is taking an important step in expanding what news can be by launching a direct-to-consumer streaming subscription service in 2022,’ Jeff Zucker, chairman of Warner Media news and sports, and president of CNN Worldwide, said in a statement.
‘On top of a television offering that has never been stronger, which remains at the core of what we do today, we will offer consumers a streaming product that grows the reach and scope of the CNN brand in a way that no one else is doing.
‘Nothing like this exists,’ he said.
Morse explained that the streaming service is ‘not going to be a news headline service,’ More said, calling the new service ‘very different from anything else that’s on the market.’
At launch, he said, the service will be focused primarily on videos, but ‘as we understand how customers are consuming the service, we can totally think about new kinds of formats, including podcasts and long-form articles.’
The streaming service will feature some of the network’s original shows, like ‘Anthony Bourdain: Parts Unknown,’ and will include original programming
The announcement of the streaming service comes as stocks for CNN’s parent company, AT&T continue to fall, two months after it announced it would be merging Warner Media and Discovery
Tens of millions of people currently have access to CNN through a subscription to a cable or satellite service, the network reported, but it has taken a hit in recent years as more and more Americans are cutting the cord.
In January, The Trade Desk released a survey showing that 27 percent of American households planned to cancel their cable or satellite packages by the end of the year, nearly double the 15 percent cancelation rate in 2020, according to Forbes.
Andrew Morse, CNN’s chief digital officer, will lead the new CNN+ team
Only about two-thirds of U.S. households are now subscribing to cable, satellite or ‘skinny bundle’ packages, Forbes reported, with the amount of time spent watching TV plummeting as well – with 68 percent of view time devoted to streaming services and only 28 percent devoted to traditional TV.
But with the new streaming service, CNN executives expect to reach a larger audience.
‘We think given our brand reach; given our credibility; given our trust; given the fact that we can reach 290 million across linear and digital platforms globally, that there’s a really substantial audience opportunity for us.’
The company is hiring about 450 people to work on the new venture, which will be led by Morse, with Alex MacCallum, the current head of product, serving as CNN+’s general manager, according to The Hollywood Reporter.
Rebecca Kutler, Courtney Coupe and Robyn Peterson will oversee programming, content strategy and operations and technology, respectively, while the CNN Originals team will oversee the originals for the new streaming service.
CNN’s announcement comes as stocks for its parent company, AT&T, were down more than 2 percent by mid-day Monday, two months after the company announced it was spinning off Warner Media and combining it with Discovery, and as more and more news networks create their own streaming services.
FOX has had its own streaming service, FOX Nation, for three years, but it is listed as an ‘entertainment’ app, rather than a ‘news’ app, focusing on lifestyle, documentary and commentary programming, and MSNBC announced last week that it will be expanding its programming on Peacock.