When CNN started on Freeview, they ran from 9pm to 1am. Not a lot of time for a 24 hour news channel. Then it got extended to 7pm to 2am, but then they sold on their last two hours to SuperCasino, then to Challenge Jackpot, and now to Rocks & Co.
Last night, after the best of the Sitaution Room, we got treated to a lesson for broadcasters in why it is not a good idea to sell hours on to other broadcasters, when you already have the programming available to fill it.
Rocks and Co, who are currently timesharing the 7 hour CNNI stream on Freeview, have spent the whole time since midnight showing a very boring loop, stating that Live Auctions will begin at 8am. Now that’s as well may be, but that’s of no use to us watching on Freeview Channel 84, which will switch off at 2am, 6 hours before the next set of live auctions is due to begin.
If this is going to keep happening then maybe CNN should forget about selling on the 2 hours from Midnight to 2am. CNBC has all but given up on their 3 hour “Poker Channel Europe” slot, restricting it now to Saturdays and Sundays, whilst Asian market coverage gets aired the rest of the week. Now, CNN should take a leaf out of the CNBC book, and forget completely about selling the two hours after Midnight. Just air CNN Today on Freeview, and you’ll not only fill the hours, but when the US President speaks to the US, usually at 8pm ET, you’ll be on air in the UK for people to watch, instead of tuning to Sky or Cable.
Tonight’s after midnight debacle should be a lesson to all those who think broadcasting is about making money. Nobody will have stayed tuned in during these two hours. They will have tuned away almost immediately, because there was nothing to show. Content is still king, and like it or not, will forever be king. That’s why so many people are watching internet shows and podcasts, reading blogs and tweets, because that’s where the content is.
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