In brief
Bari Weiss, the new head of CBS News, outlined a bold vision for the network's future, likening its traditional practices to 'old thinking.' She advocates a shift towards investigative journalism and creative projects to captivate audiences, warning that failure to adapt could result in CBS News being left behind in a rapidly evolving media landscape.
During her inaugural address to staff, Bari Weiss, three months into her role as the head of CBS News, invoked the legacy of Walter Cronkite, urging a break from the conventional broadcasting mindset. Saying, 'if we stick to that strategy, we’re toast,' she underlined the urgent need for CBS News to adapt to the current media environment where traditional viewership is declining rapidly.
Weiss highlighted the appointment of 18 new contributors to bring fresh perspectives and innovative ideas to the forefront while aiming to provoke thought and discussions both within and outside the newsroom. She emphasized that CBS News must take bold steps to appeal to a broader audience and not just those adhering to conventional broadcasting.
Pointing to the vast array of information platforms - podcasts, newsletters, and various streaming services - Weiss stated that, 'not enough people trust us,' emphasizing the need for the network to engage with audiences where they are. 'Our strategy until now has been to cling to the audience that remains on broadcast television,' she mentioned, firmly stating that such reliance on traditional media could lead to CBS’s irrelevance.
In her vision for the network, Weiss wants CBS to act as a 'lab for new ideas.' This includes prioritizing investigative journalism and creativity in storytelling to improve trust and engagement with viewers. She expressed a desire for the network to develop 'scoops' that not only inform but also deeply explain, thus enhancing CBS’s investigative output.
Weiss considers CBS News as a 'start-up' in a transformation phase, calling for rapid pace adaptation and experimentation. With a clear directive to include more diverse voices and a broader range of political discourse, she aims to reframe the narratives offered by CBS News to reflect contemporary societal dynamics.
In line with her initiative, Weiss introduced prominent contributors such as Niall Ferguson and Masih Alinejad, who will bring varied insights that resonate with different segments of the audience. As CBS News navigates this transformative period, Weiss’s leadership highlights a critical pivot towards a more interactive, diversified media landscape.
