When Chris Licht told his boss, Stephen Colbert, the host of the CBS program "Late Show With Stephen Colbert," that he had been offered the chief executive job at CNN, Mr. Colbert was blunt.
Democracy itself was at stake for Mr. Licht. He wanted to make CNN a news channel that people would trust.
You used to be in the news. Mr. Colbert said he told him. This was so much nicer, you said, because of the 12 weeks off and good pay. Everyone is nice and you can say whatever you want. It's wonderful.
CNN would be lucky to get you. I told you not to go.
Mr. Licht said that this was a call.
Mr. Colbert stopped trying to get him to listen to him.
Mr. Licht became CNN's new CEO on February 28. He and Mr. Colbert speak on Fridays. The same four words are used each time.
I said so.
He has had a rough start. He killed CNN+ and fired 400 people working on it. CNN's revenue and profits have plunged to a projected $750 million this year, down from $1.25 billion last year, partly from the costs associated with CNN+ CNN fell behind MSNBC for the first time in prime time on election night among total viewers, as the ratings for CNN declined this year compared with the previous one. CNN won the 25- to-54 age group.
Less than 10% of CNN's work force was cut at the end of November. HLN, CNN's sister network, and its popular morning host, Robin Meade, were among the casualties.
There is a chorus of media pundits. Mr. Licht moved Don Lemon, a liberal host, from the network after he was accused of being a TV fascist.
In an interview with The New York Times, Mr. Licht said that the left had been ignorant in their rhetoric. It proves my point that a lot of what passes for news is desperation.
Mr. Licht said he didn't think it would be hard to get into the CEO job. AT&T spun off Warner Media, which included CNN, into a new company run by David Zaslav.
Just two months before the companies merged and only weeks before CNN+ was introduced to the world, the popular and longstanding chief executive, Jeff Zucker, was forced to resign after failing to disclose a romantic relationship with his top lieutenant. Some people at CNN were loyal to their former boss.
CNN became the poster child for the poisoned relationship between the former president and mainstream media. During a news conference, Mr. Trump once referred to a CNN reporter as a rude, terrible person. CNN had to be evacuated after a bomb threat.
CNN has earned over $1 billion a year for the last five years. The secular decline of cable news is due to changing viewer habits in an era of cord cutting.
It's not clear who could surmount those challenges, let alone someone who had never managed a large organization with thousands of employees.
Why take the job in the first place?
He had TV news in his genes. He used a VCR camera in his basement to produce his own newscast when he was a child. He met the NBC legal correspondent on a family vacation when he was 9 years old. Mr. Licht was able to get the newsman's phone number from him. The man said he was obsessed.
Mr. Licht worked at NBC affiliates in Los Angeles and San Francisco. The plane crash that killed John F. Kennedy Jr., as well as a mass shooting in San Bernardino, were covered by him as a reporter.
He moved to MSNBC in 2005 and became an executive producer for the morning show, "Morning Joe." The two hosts, a Republican and a Democrat, straddled the political divide. Their audience appeal was enhanced by the tension between them. Mr. Licht told them to be themselves. The couple later married.
He scored another early morning success when he moved to CBS. He lifted ratings at the perennial also-ran "CBS This Morning" on the strength of the program's three hosts, and an emphasis on news and in-depth interviews, rather than the lighter fare format of its competitors "Today"
Mr. Licht wrote a book about what he learned from the experience, but still described himself as a "killer TV producer" with "no urge to surrender my spot in the fast lane."
He joined the CBS program "Late Show With Stephen Colbert" after six years at "This Morning" The late-night ratings crown was taken by Mr. Colbert within one year.
After the Warner-Discovery deal was announced, Mr. Zaslav asked Mr. Licht what he thought of CNN.
He told him he didn't want to run it. Mr. Licht said he was not going back.
Mr. Zaslav didn't pay attention. He continued to make the case to Mr. Licht. Mr. Zaslav never considered anyone else for the job.
The two men have known each other for a long time, since they both worked at NBC. Breakfast has been had once a quarter for the past five years. Mr. Zaslav and Mr. Licht admire each other.
Mr. Zaslav said that he liked to win.
Mr. Zaslav wanted to build the No. 1 news brand in the world and the most trusted brand in news where people go every day and in a crisis for the best version of the truth.
It's important for America, more than that. For a functioning society, it is important.
The two men, Mr. Licht and Mr. Zaslav, were very much in agreement. Mr. Zaslav said that Fox and MSNBC were "advocacy" networks that appealed to like-minded viewers but of little value as a public service. He believed CNN had tacked left, a pale version of MSNBC that had a focus on politics and the president at the time, Mr. Trump.
The news is the star was Ted Turner's slogan. Mr. Zaslav said that Mr. Trump wasn't the star.
Mr. Licht wasn't sure yet. Mr. Zaslav asked Mr. Licht if he would be interested in the job. The wife of Mr. Licht asked if he was crazy after he hung up. You should do it.
Two men are walking in Central Park. Both of them are near the park. Mr. Zaslav told Mr. Licht that he would be judged harshly. Do you think your family is prepared for this? Is this something you are ready for? Mr. Zaslav stated that it would be brutal.
Mr. Licht doesn't remember if Mr. Zaslav offered him the job or accepted it. At one point, Mr. Zaslav asked, "Who's your lawyer?" A deal was made.
Mr. Zaslav said their relationship had changed on their first lunch. We have been friends for 15 years. They are not friends anymore. You are employed by me.
The harsh reality of cable news economics ran into their shared vision of saving democracy right away.
The middle of the political spectrum has been elusive with Fox News and MSNBC having staked out the right and left ends of the political spectrum.
Mr. Zaslav said he didn't care about CNN's ratings, revenue or profitability. It would take a long time to rebuild the network. Even though he had his limits, he did.
The $350 million budget for CNN+ was approved by the board of AT&T. It would take many more millions. Warner was under pressure from Wall Street to find $3 billion in savings and Mr. Licht decided to kill the streaming service.
Discovery didn't anticipate further job cuts at CNN because there was no overlap between the news network and Discovery's cable channels
Most of the town hall meetings leaked to The New York Times and other news outlets. He made it clear that this was not a move to the center, but a move to the left. He said it was an attempt to explore controversial issues from different perspectives, but not to tell people what to think.
The inclusion of Republicans like Kevin McCarthy and Tom Cotton on Capitol Hill is noteworthy. He was annoyed that his visit was billed as an apology tour and an effort to get Republicans back on the network.
Several Republicans, including Mr. McCarthy, have appeared on CNN.
In the past, featuring hosts and guests with opposing points of view and playing up controversy has paid ratings dividends, notably on CNN's own "Crossfire" which came under criticism for evolving into a verbal food fight.
Mr. Licht wanted to offer a rational conversation about divisive issues. He hopes people will have a discussion after watching CNN. It is a dream of mine.
The abortion debate was covered in the wake of the Supreme Court reversing its position on the issue. He hired Stephen Gutowski, the founder and editor of The Reload, to speak out against the left. Mr. Licht said that no one wanted a school shooting. The culture of people who like guns has to be understood.
He said that this is not boring.
The new morning show, "CNN This Morning," is already showing Mr. Licht's stamp on the program. Mr. Licht persuaded Don Lemon to trade his prime-time slot for early morning, and put him with the former Daily Caller reporter and CNN White House correspondent Kaitlan Collins and a former host of "CNN Newsroom" He used a similar approach to the one he used at CBS This Morning.
Mr. Licht talked about the co- hosts of "This Morning" in a series of interviews. He said that they liked each other. The chemistry is really good. The collaboration is wonderful. On a daily basis it changes. I don't give orders. It is so enjoyable.
On November 1st, this morning aired. The New York Post reported that CNN This Morning bombed in its debut, drawing just 387,000 viewers, far behind rival morning shows and behind CNN. CNN called the instant critiqueabsurd and cheap. The show has gained some viewers since then.
The chief Washington correspondent Jake Tapper of "This Morning" broke the news that Senator Sinema was leaving the Democratic Party to become an Independent.
The challenge of prime time looms larger. Mr. Tapper was moved from his 4 p.m. anchor position to the 9 p.m. slot that had been vacant by Chris Cuomo. The experiment with Mr. Tapper didn't fare well in the ratings.
Mr. Licht said that prime time is still open. He said he and his colleagues were looking at opportunities off the beaten path. Comedy and sports figures have been thrown out. He promised to surprise.
According to a professor at the Columbia Business School, entertainment is more profitable than low-margin news. He asked if that would affect the brand if they wanted to be the most trusted name in news. The news should be serious. I don't think it's a good idea to put on a comedian for credibility.
Mr. Licht said that prime time gave him some wiggle room for being a little different.
He said that Mr. Colbert and Mr. Stewart were the kind of people who would work for him.
Mr. Zaslav gets a memo with highlights of the week on Saturdays. CNN.com attracts more than 200 million unique visitors each month and is the focus of Mr. Lichts growth strategy. About 10% of the network's profits were generated by CNN digital.
Mr. Licht presented his growth and content strategy to the Warner Brother Discovery board at a hotel in Los Angeles. Mr. Licht said that if it rained outside, CNN would become less partisan. CNN will have people who like the rain and people who don't like the rain on its show. It won't have anyone saying it's sunny out.
The analogy was used to make clear that CNN was not less committed to truth. He said that they would not let up on being truth tellers. The change is that we won't do Trump all the time.
The presentation was well received by the directors.
There are pressures to cut costs in the industry. He doesn't really believe Mr. Zaslav is indifferent to financial results. He said he wanted to engage in a transparent process that would make everyone feel heard. He said that it would be irresponsible to not do the hard work now. He promised that CNN would be more profitable next year.
Many in CNN's rank and file were surprised by the cuts, especially after he reassured them that no further layoffs would be necessary. In an all-staff meeting in November, Mr. Licht stood by his earlier statement that there would be no merger related layoffs. He understood how his comments had hurt his credibility. He acknowledged that he needed to win back his credibility.
The lowest point of his tenure so far was the firings.
At an all-staff meeting this month, Mr. Licht took questions and then wrote a passage himself.
In terms of morale, let me just say, you work at a world-renowned news organization alongside the best journalists on the globe. Your jobs have meaning. Your jobs have an impact. You are part of something bigger, of something with tremendous meaning. And nothing about that has changed. And you have in me as a leader, who has done a lot of your jobs, someone who has your back every step of the way. My loyalty is first and foremost to this organization and to journalism without fear or favor to anyone else, including our parent company.
That’s why I’m here. That’s why I took this job.
Mr. Licht stated that he wanted CNN to be essential to society. Revenue will follow if you're essential.
Is it possible that it doesn't?
Mr. Licht acknowledged that it might not work. I would prefer to win this way.
Benjamin Mullin and Michael M. Grynbaum worked on the report.
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