Programming, CNN and Trump
Media needs programmers. It's a lost art that has never been more relevant. Out-programming is as powerful as out-spending in a competitive battle. The design of news (and radio) formats is often left to slowly decline using a dated model, controlled by executives, who are often very smart but lack programming warfare experience.
Programming is often seen as just "scheduling" rather than taking a holistic view of the entire viewer/listener experience. While much care is given to technical, revenue, and operational aspects, programmers and their creative counterparts often lack a seat at the table, resulting in programming that is more of the same.
A visible example of this was CNN's Trump town hall, which could have been programmed better. Instead of allowing Trump to dominate the event, CNN could have positioned it as part of a series, stressing the inclusion of all candidates to showcase all sides and provide viewers with a choice.
Another programming approach would be to regionize the event, illustrating where pro and anti-Trump comments originate from on a US map. By sharing pull-out data from sources in different regions, viewers can see the regional divisions more clearly.
An open camera approach could also be implemented, allowing anyone to send a 30-second iPhone recording of themselves commenting on the show, both positive and negative. This transparency would let the public see what real people think, going beyond the opinions of experts and pundits.
To reinforce the truth and combat misinformation, an on-screen fact-checking visual that moves second by second could be added. This would help support the host by highlighting the accuracy of statements made during the event.
A reality check segment could be included to deconstruct why Trump has such a large following. By presenting the reasons behind his popularity instead of simply bashing him, viewers can gain a deeper understanding of his appeal. This approach would rely on presenting facts in new and engaging ways that stimulate the eye, ear, and brain of the audience.
In addition to live voices, full-screen infographics presenting facts can be highly compelling and help magnify the discussions among experts and the public. Graphics can present information in an exciting and visually appealing manner, adding another layer of engagement to the programming.
Transparency is key, and it would be beneficial to show both positive and negative comments. By openly displaying negative feedback, CNN can demonstrate honesty and build audience respect.
CNN had the opportunity to "out program" Trump by utilizing features and angles that make sense of the good, bad, and ugly of what he says. By presenting a stunning presentation of facts, CNN can win the media battle by owning the presentation before, during, and after the event through clever programming and new ideas. This approach focuses on providing a higher level of clean, clear, and positive reality that resonates with the people rather than just competing between networks.
The standard presentation of political events is in need of a rewrite, and programming offers a significant opportunity to create a more positive perception of CNN. It's time to move beyond just scheduling and embrace the power of creative programming to deliver engaging and impactful content.
The art of creative programming, integrated into the mix elevates media products to great competitive advantage. Turning off the autopilot and exploring new ways to enlighten the brand via inventive and aggressive PROGRAMMING