CBS News Faces Identity Crisis Amid Controversies and Declining Ratings

In the rapidly changing media landscape, many traditional news organizations struggle to maintain their identity. Currently, CBS News is grappling more than most with an identity crisis that highlights its difficulties in adapting to new expectations in journalism.

High-Profile Controversies Spark Backlash

Recently, three flagship programs—”Face the Nation,” “60 Minutes,” and “CBS Evening News”—have generated significant controversy. For instance, during a recent exchange on “Face the Nation,” moderator Margaret Brennan attempted to connect the horrors of the Holocaust with the concept of free speech while debating Secretary of State Marco Rubio about Vice President JD Vance’s remarks in Munich, Germany. Vance condemned government censorship in his speech.

Brennan stated, “Well, he was standing in a country where free speech was weaponized to conduct a genocide, and he met with the head of a political party that has far-right views and some historic ties to extreme groups.” This assertion sparked harsh criticism from Rubio, who firmly disagreed, asserting that free speech was not responsible for the genocide committed by the Nazis.

Rubio responded, “Free speech was not used to conduct a genocide. The genocide was conducted by an authoritarian Nazi regime… There was no free speech in Nazi Germany. There was none.” His remarks highlighted the growing alarm over narrative trends in segments aired by CBS.

Viewer Confusion on Key Issues

In addition, CBS perplexed its audience with segments aired on “60 Minutes.” One segment featured a sympathetic portrayal of recently laid-off USAID workers but failed to mention that one of the interviewees, Kristina Drye, served as a speechwriter for the Biden administration, raising questions about bias.

Another segment focused on Germany’s strict online speech regulations, which CBS framed as an effort to promote civility. Correspondent Sharyn Alfonsi promoted these authoritarian measures as protecting democracy, sparking critics to argue that such reporting undermined the values of free expression. This reporting confirmed concerns raised by Vance regarding free speech practices in Europe.

Ratings Struggles and Programming Changes

As CBS grapples with controversies, it faces a steady decline in ratings, particularly for the “CBS Evening News,” which has struggled since the departure of Norah O’Donnell in January. New anchors John Dickerson and Maurice DuBois shifted the show’s format from traditional news coverage to a magazine-style program focused on feature stories.

During the week of January 27, the show averaged 4.8 million viewers. By mid-February, numbers dipped below 4.5 million. Meanwhile, competitors like ABC’s “World News Tonight” and NBC’s “Nightly News” attracted 8.3 million and 6.8 million viewers, respectively, over the same period.

The New York Post reported that CBS executives are now considering reverting to a more traditional news format in response to these disappointing ratings, although CBS News declined to comment on the matter.

Controversies Enduring in Recent Months

The turmoil at CBS News is multi-faceted. The network faced backlash after a tense moment during the vice-presidential debates when it interrupted Vance’s speech. Additionally, a confrontation involving co-host Tony Dokoupil and anti-Israel author Ta-Nehisi Coates led to internal reprimands over perceived breaches of editorial standards.

The significant backlash emerged following the network’s interview with then-Vice President Kamala Harris just days before the presidential election. Critics condemned CBS for editing and selectively broadcasting her responses, resulting in accusations of election interference. After a lengthy legal battle regarding transparency, the network complied with an FCC demand to release the raw interview transcript, revealing selective communication that provoked outrage.

The Ripple Effects of A Shifting Media Landscape

Amid these layered controversies, media critics suggest that CBS suffers from a broader identity crisis, struggling for relevance in a media sphere moving away from traditional news consumption. Cornell Law School professor William A. Jacobson attributed CBS’s struggles to a desperate attempt to align with audience expectations regarding ideological positioning.

Similarly, journalism professor Jeffrey McCall suggested that the network’s recent missteps indicate a departure from prudent reporting practices. He commented, “CBS has suffered a string of avoidable missteps because it has apparently stepped away from measured reporting,” showcasing a worrying trend that might alienate its core audience.

Internal and External Criticism Intensifies

Unease permeates within CBS itself, as some employees acknowledge that the editing of the Harris interview represented a critical error. The disgruntlement points towards management’s decision-making, particularly under “60 Minutes” executive producer Bill Owens, who reportedly remains defiant about his editorial choices.

Given the current disarray, CBS parent company Paramount Global is rumored to be deliberating over the possibility of settling the lawsuit filed by former President Trump, as fears mount about the implications of retaliatory actions from the FCC. The outcome of this situation could potentially reshape CBS’s strategic direction.

Facing an Uncertain Future

As CBS News navigates an array of controversies and declining ratings, its future seems precarious. The legacy of trusted journalism espoused by figures like Walter Cronkite feels increasingly distant. The challenges presented by the modern media ecosystem will require CBS to rethink its approach to news delivery profoundly.

In light of enduring criticism and dwindling viewership, CBS News remains tasked with redefining its mission while contending with a shifting landscape that demands transparency, accuracy, and impartiality. Whether CBS can reclaim its place in the media landscape remains uncertain.

CBS News did not respond immediately to requests for comments regarding these ongoing challenges.