Behind the Curtain of CNN+: A Cautionary Tale of Failure
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Chapter 1: A Surprising Encounter at CNN+
My experience with CNN+ was nothing short of a revelation regarding its failure. Initially, I had high hopes, believing this could be my significant opportunity. However, my expectations were quickly dashed.
As I sat in the cramped studio within Warner Media's impressive 30 Hudson Yards building in New York City, I was struck by the overly bright, fluorescent panels that adorned the walls—shades like periwinkle blue and mustard yellow, seemingly intended to create a sense of spaciousness on camera.
The lobby was equally extravagant, showcasing enormous digital screens reminiscent of Times Square, promoting Warner Media's flagship programs. The building itself boasted a stunning gray marble floor, soaring ceilings that echoed with the clicks of heels, and modern sculptures that added flair to the space.
As I navigated the hallway, I nearly bumped into Don Lemon, who was juggling papers and a large coffee while trying to access his ID.
Masks were distributed only just before filming began, and anyone who dared to wear their own was asked to switch to the provided KN95s, which looked rather peculiar.
I arrived in a limousine from the airport to my hotel, and I was surprised to learn that a "limo" doesn't necessarily mean a stretch vehicle; instead, it often refers to all-black Suburbans or Lincoln Town Cars. I personally preferred the latter.
During the opening monologue, I couldn't shake the thought that they had flown me across the country for this?
The first line was something along the lines of, "Mama always said don't get high, but was she right?" The delivery was reminiscent of a TV weather report, and I immediately sensed that my hopes for a meaningful discussion were about to be crushed.
How I Found Myself on CNN
My journey began with a viral article I wrote about psychedelics on Medium. This led to a reporter from the NY Post reaching out for a quote, and shortly thereafter, a senior producer from CNN's Don Lemon show contacted me to discuss psychedelics further.
He explained that this new show would air on CNN+, hosted by Don Lemon, and was more of a talk show format. They were seeking a different angle on the topic, as he had found only pro-psychedelic views in his research. When he read my quote in the Post, he thought I could provide some balance.
He offered to fly me out for the taping, and naturally, I accepted. He seemed friendly and genuinely interested in journalistic integrity, which led me to make a significant miscalculation.
What I Expected vs What Actually Happened
I assumed the show was genuinely interested in a real conversation, expecting it to delve deeper into complex topics rather than the polished soundbites typical of mainstream news. To my dismay, I was mistaken.
It turned out that I was not an on-stage guest, but merely a "VIP Audience Member." There were no planned questions for me, and I would have to raise my hand to get Don's attention amid other audience members vying for airtime, a fact revealed to me just moments before the show started.
The direction of the conversation had already been predetermined, starting with that opening monologue. I felt foolish for believing otherwise since the teleprompter scripts are prepared in advance. The conversation's trajectory had been mapped out before we were seated, with audience members strategically arranged by race, gender, and age to create an illusion of diversity.
The production aimed to guide the conversation toward a pre-defined narrative, and they executed it flawlessly. The entire episode was shot in one continuous take, except for one brief moment when the teleprompter malfunctioned, causing Don to shift into a different character as he quarreled with the crew through his earpiece.
Why CNN+ Failed
In the end, I spoke for a mere minute, and what I contributed fell outside the established narrative. I would have expected my segment to be cut entirely had I not received a text from a friend upon landing in Denver, showing a screenshot of an article announcing CNN+ had been canceled, just three weeks after its launch.
My brief moment of relevance was set to air in early May, but it will likely never be broadcast. I traveled 4,000 miles, spent two nights in a hotel, and endured three limousine rides to reach this conclusion, a fate shared by several others.
This show operated under the same conditions as standard news broadcasts, with the same crew and predetermined outcomes, yet it attracted only a fraction of the viewership. I can't even begin to estimate the costs involved in its production.
The entire show could have been conducted via Zoom, requiring far fewer resources and personnel, likely in a basement studio. Perhaps then, they could have engaged in a genuine dialogue.
This experience serves as a cautionary tale for aspiring entrepreneurs and highlights the pitfalls that large corporations often encounter. It also illustrates the impact of disruptive technologies on traditional media.
As a creator, I once viewed figures like Don Lemon as having achieved success, but that perspective has changed. I no longer aspire to climb the corporate ladder to reach a point like his. The CNN logo may seem prestigious, but influencers like Joe Rogan have far greater reach without the need for superficiality or the pretense of journalistic standards.
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Best, Matt
Chapter 2: Insights from CNN+ Failure
The first video provides an analysis of the reasons behind CNN Plus's failure.
In the second video, Megyn Kelly discusses her predictions about CNN Plus's challenges even before its launch.