It all began 42 years ago — Ted Turner’s creation of a 24/7 news network that would exist on something called cable TV. Few believed it could succeed.
And, for its first decade, CNN largely chugged along but wasn’t seen as a game-changer or a true competitor to big broadcast news entities based in New York in the form of CBS, NBC and ABC. That all changed when war broke out between the United States and Iraq in 1991.
On the night war exploded over Baghdad, CNN was the only news organization that was able to broadcast from the city under siege as the U.S. onslaught began, all courtesy of the CNN team’s ability to convince the Iraqi government to grant them a line out of the city to broadcast, one that the competition could not secure.
“How CNN Won the War” was the glowing headline from the Washington Post on a story that perfectly chronicled the events that led to CNN officially becoming a major player. And off it went.
Until 2002, CNN was No. 1 in the cable news race. But competition that hadn’t existed before ended its dominance forever, primarily in the form of Fox News and, to a lesser extent, MSNBC. Despite the ratings results, CNN continued to carry itself as a credible, facts-first network of integrity that leaned heavily on solid reporting with a sprinkling of opinion and infotainment mixed in via programs such as “Larry King Live” and “Crossfire.”
In 2013, the network hired former NBC Universal president Jeff Zucker to take the reins as ratings continued to be below average at best. This gave Zucker a mandate to radically change the network from its journalistic roots of more than three decades — the months-long wall-to-wall coverage of a missing Malaysian airliner being an early example.
But two years later, the move to insert heavy doses of partisan opinion into its news reports only accelerated when Donald Trump – a Zucker hire at NBC for “The Apprentice” – jumped in to the 2016 presidential race. At first, CNN bear-hugged Trump’s every move. (Hillary Clinton’s giving a speech somewhere? Screw it. Let’s show an empty Trump podium with chyrons stating “Trump to speak soon” instead.) The real estate mogul’s 17 Republican challengers never had a shot; Trump blotted out the sun in terms of media coverage on his way to winning the nomination.
At that point, Zucker and CNN began to worry. Because while it was a ratings boon for the network to make Trump the centerpiece, there was growing concern that the guy could actually beat Hillary and become the nation’s 45th president. So Zucker unleashed the hounds, but it was too late. Trump would go on to shock the world in November 2016.
Undeterred, CNN decided there would be no honeymoon period for the new president. Talk about Russian collusion handing Trump the White House began even before the inauguration. And after the nonstop Trump-bashing, Harvard University concluded that CNN led the way, along with Zucker’s former home of NBC, in giving Trump 93 percent negative coverage in his first 100 days.
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