Thompson's success Stateside has benefited from his reputation there as the 'developer' of the BBC iPlayer
In fairness, others – including former BBC Future Media chief Ashley Highfield and technologist Anthony Rose – can also lay claim to bringing forth that 2007 breakthrough in the now habitual activity of streaming.
Yet Thompson’s ability to envision a digital future for struggling global media organisations has been proven. When he arrived at thethere were plenty who doubted whether a British TV executive with limited commercial experience was the right choice to lead a legacy print media business. But Thompson, a product of a Jesuit boarding school in Lancashire, has a fierce intellect and unshakable self-belief.
In its place, new owners Warner Bros. Discovery plan to launch CNN Max within the Max streaming service, which includes content from HBO. So Thompson, a chief architect of iPlayer, will be heading up the streaming product of the BBC’s old rival. As election season approaches, CNN Max will compete with MSNBC, which sits inside the Peacock streaming package, and’s Fox Nation streamer, from which Trump will expect support, even though he has criticised the “globalist” agenda of Murdoch media.
Thompson, CNN’s third CEO in 18 months, cannot merely oppose Fox with partisan coverage that might deliver the kind of “Trump bump” in ratings that CNN enjoyed in past election cycles. He must take heed of the boss who hired him, David Zaslav, the CEO of Warner Bros. Discovery, an industry powerhouse who fills a room with his energy. Zaslav wants CNN to avoid past criticisms of “activist” journalism and restore its standing as a neutral “facts-only” outlet.
With CNN’s ageing audience and declining profitability, Thompson faces one of his biggest career challenges. But unless Sir Mark’s luck finally deserts him, Zaslav could not have hired anyone better suited to the task.
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