The CNN logo. (Photo by Kevin Dietsch/Getty Images)
On Wednesday morning, CNN anchor Sara Sidner tossed to reporter Steve Contorno for a hit about Donald Trump's staffing picks. The bug on the lower right-hand corner of the screen suggested to viewers that Contorno was "LIVE." And Contorno even weaved Sidner's name into his response, as if the two were actually having a real-time conversation. But, in reality, Contorno had pre-taped the segment at an earlier time.
In the television news business, such hits are called "look lives." Typically, they're used during overnight or early morning hours when correspondents are not available to go live on television. To mitigate for scheduling realities, correspondents are asked to pre-tape a television report that shows can air during their respective programs. It’s standard fare.
CNN, however, has started to more heavily incorporate "look lives" into its dayside coverage. I'm told that recently it has been made clear to correspondents in New York and Washington that the strategy will be for them to…
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The Fourth Estate
Ratings still do matter, and these numbers are dangerously low: CNN averaged only 367,000 viewers (just 67K of which were in the advertiser-coveted 25-54 demo) in prime time last week. You read that right. Those numbers are for prime time! [AdWeek]
Yes, Mark Thompson is de-emphasizing the linear product, a move that is obviously necessary. His problem is that…
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