Elon Musk's X Goes Prime Time: Don Lemon, Tulsi Gabbard, Jim Rome Get Their Own Shows — But Is It A Distraction Tactic?

In a potential move to diversify its content and attract a broader audience, Elon Musk-owned X has unveiled three new shows featuring big names. This initiative is perceived by some as an effort to shift focus from the controversial posts by the tech billionaire.

What Happened: On Tuesday, X announced three new shows featuring ex-CNN host Don Lemon, former lawmaker Tulsi Gabbard, and sports commentator Jim Rome. 

The show with Rome is scheduled to be streamed five days a week, as reported by The Wall Street Journal.

Following Lemon’s announcement that his show would premiere on X, Keith Olbermann, an American sports and political commentator, criticized him, stating, “F**k you, Don. You’re working for the enemies of free speech.” He said that the announcement happened on the same day the Musk-led platform suspended “half a dozen journalists” without explanation.

Musk’s Response: In response to users highlighting Olbermann’s later critique of X, Musk commented, “Olbermann always writes like he is shouting,” brushing off the criticism.

Olbermann always writes like he is shouting.

That time he posted from his dog's account was memorable 😂

— Elon Musk (@elonmusk) January 9, 2024

Why It Matters: X CEO Linda Yaccarino, leveraging her extensive TV background, has sought to revamp the platform’s operations since joining the Musk-owned social media company after a 30-year career in the media industry.

Yaccarino’s objective has been to acquire content that appeals to advertisers. However, she has faced challenges in addressing the concerns of major brands. Last year, companies like Apple and Disney withdrew their advertisements from X due to issues related to offensive content and Musk’s posts on the platform.

In November 2023, 11:11 Media, Paris Hilton‘s company, suspended its advertising campaign on X due to concerns about pro-Nazi content and antisemitism. This setback was particularly significant as X Corp. had an exclusive partnership with the company.

In December, Musk responded to 11:11 Media’s withdrawal by criticizing Hilton’s ad campaign on X. 

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This content was partially produced with the help of Benzinga Neuro and was reviewed and published by Benzinga editors.

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