CNN has tried re-branding and shuffling itself over and over. They've fired and hired new executives in hopes of saving what almost seems inevitable. The once powerful network which stood for quick, accurate, and balanced news reporting all throughout the 90's has turned into a nightmare from which the network cannot escape. January has turned into the third worst month on record for viewership and even had a key demographic, ages 25-54, fall below their sister network HLN's average. There was always a small shimmer of hope for CNN however, they were third in a partisan race.
Falling behind networks like Fox News and MSNBC wasn't too concerning since both networks almost admittedly operate to a serve a specific viewpoint and lean towards opinion news reporting rather than a 'just the facts' version of the news. CNN might have been in third in the ratings race but they were hopefully winning a more important war, the war of journalism. But being beaten by CNBC, the business news/stock news network, wasn't something CNN can consider a positive. After starting to air repeats of The Shark Tank two days a week, CNBC's ratings have gone up and have begun to beat out CNN and a lot of the shows on MSNBC.
For CNN this means their choices become more important. A doubling down on reality shows and opinion shows could result in a resurgence of viewership, though nothing is guaranteed. Or they could return to their roots, honest and timely reporting. Which could almost assuredly lose viewers for the time being. Maybe it's about doing the news right instead not doing the news at all.
Source: Hollywood Reporter