Amazon Explores News Push Following Brian Williams Election Special (EXCLUSIVE)

by

On the heels of Election Night 2024’s results, Brian Williams gazed towards the future. “Our nation is on the brink of transformation once more,” he shared with his audience during a news special airing on Amazon Prime Video, with a miniature highway scene in the background. “Regardless, life carries on. In fact, my upcoming commitment is to host our firehouse annual dinner this coming Saturday evening in New Jersey, God willing.

Williams and others like him may have more to look forward to than hosting community potlucks.

Amazon has reportedly been having preliminary discussions about potential new approaches to news content, suggesting that they view this area as an opportunity to strengthen their financial standing, while established players in the news industry are facing challenging circumstances. In the past few months, CNN, ABC News, CBS News, and NBC News have reduced staff numbers, and well-respected veteran anchors like Chris Wallace and Hoda Kotb have also left these networks.

Amazon was not able to make executives available for comment.

Despite only recently entering the category, the company has received some optimistic feedback from sources, they mentioned. Reportedly, Williams’ Election Night special attracted approximately 4 million viewers, according to two of these sources – not the highest in the pack, but it outperformed CBS News’ primetime audience of about 3.61 million and Fox Broadcast Network’s between 8 p.m. and 10 p.m., which drew 2 million. In contrast, Fox News’ Election Night coverage during prime time had an average of 10.32 million viewers, while MSNBC attracted an average of 6.01 million, according to Nielsen. ABC News managed around 5.9 million viewers, and NBC’s audience averaged 5.51 million, with CNN trailing slightly behind at 5.1 million.

Amazon kept quiet about the Williams special, not advertising it beyond their own platforms, and they made an official announcement about it just three weeks before the much-anticipated confrontation between Presidents Joe Biden and Donald Trump on October 17.

Amazon’s emerging strategies have been described as being in the initial stages by sources within the company. At the same time, established news outlets such as MSNBC and CNN have experienced a decline in their viewership since the election, with approximately 20% of Americans and 37% of those under 30 stating they regularly consume news from social media influencers, according to a report from Pew Research Center published in November.

According to those in the know about Amazon’s practices, their focus isn’t on establishing a news division but rather on creating news specials related to specific events. These programs will aim for neutrality, avoiding any bias, much like Williams’ special does. Instead of questioning why young people are switching parties, an anchor might instead ask what one political party is doing to appeal to that age group.

Albert Cheng, who spearheads the expansion of Prime Video’s U.S. operations, is reportedly assessing the potential for news content. Previously, Cheng served as the chief operating officer at Amazon Studios, and earlier on, he played a significant role in developing digital media within senior positions at Disney’s ABC TV division.

If Amazon’s news venture becomes successful, it would represent a unique approach. It appears that Amazon is likely to engage in news on a case-by-case basis according to sources familiar with some of its strategies, suggesting that they might avoid long-term commitments with news anchors and contributors by opting for more flexible, project-based collaborations instead.

Amazon has approached the sports industry by allowing many of its sportscasters, such as those associated with “Thursday Night Football,” to maintain their jobs with other media companies. For instance, Al Michaels continues his work with NBC Sports, while Kirk Herbstreit is firmly established at ESPN. In 2023, Amazon secured a partnership for NASCAR rights and employs popular racer Dale Earnhardt Jr., who also works simultaneously for Warner Bros. Discovery’s TNT Sports.

Amazon boasts an abundance of seasoned journalists from various backgrounds to select from for their special projects. Notably, Williams’ show featured Shepard Smith, Poppy Harlow, James Carville, Candy Crowley, Don Lemon, Abby Huntsman, Jessica Yellin, Mark McKinnon, Douglas Brinkley, and Lydia Moynihan, among others – all renowned from their previous work. It’s been reported that financial strains in traditional TV news networks have led to an oversupply of well-known faces who could appeal to new audiences, and these individuals are both eager and ready to contribute.

Amazon has various motivations for venturing into the news industry, some believe. Although it doesn’t have its own native news operation, it provides a vast selection of live-streaming news channels from various national and local broadcasts – an attractive proposition for information enthusiasts and news enthusiasts who are increasingly comfortable with seeking news from non-conventional digital platforms. As per Pew Research Center, 58% of Americans prefer to consume news through a digital device, which is more than the 32% who opt for traditional TV.

During William’s special, the first commercial break showcased Amazon’s live news broadcasts as one of its initial highlights. People who utilize Amazon Fire devices might encounter promotions for news updates, which suggest that they can delve deeper into a popular topic by navigating to Amazon’s variety of news choices with a single click.

I might pop up within that content stream sooner rather than later, though a spokesperson for the host has chosen not to provide any comments.

Read More

2025-01-09 22:47