In what I consider a smart rebranding move, CNN is adding a sports show to is heavy-laden news format acqiuring long time ESPN reporter Rachel Nicols to anchor the show which will air on Saturdays. Nicols will join and report for both CNN and Turner Sports. Her first assignment will be covering the Super Bowl February 3rd.
According to Broadcasting & Cable, Nicols will anchor a new weekend sports program on CNN, which will launch later this year. For Turner, Nichols will handle a wide variety of assignments including both NBA and Major League Baseball. She will also report on major sporting events, including the Olympics, for CNN.
This move is a part of CNN Worldwide new president Jeff Zucker’s rebranding strategy to broaden the definition of what news is.
“We’re just thrilled that a sports journalist of Rachel’s stature and expertise will now be a regular part of the CNN lineup,” said Zucker. “Her arrival, beginning next week, is an important step in expanding the range of programming and storytelling on CNN.”
Nicols is also excited about the change.
“I couldn’t be more excited to join the CNN and Turner Sports family,” said Nichols. “I believe in Jeff’s vision for CNN, and have always admired the great work of Turner Sports and what David Levy, president, sales, distribution and sports, Turner Broadcasting System] has done there. I’m looking forward to getting started at the Super Bowl.”
I think this is a positive change for CNN. Expanding the scope of framework for news is important if CNN wants to continue to compete and give more than just politics and the economy. News does include sports and I’m looking forward to see what is delivered.
What do you think about this change? Will you watch the new show?
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