After Killing CNN+, Warner Bros. Discovery Launches New Add-On To Stay Competitive

Warner Bros. Discovery Inc WBD has launched CNN Max, a live news service exclusively available on its Max platform that aims to offer a combination of original programming and content from the CNN cable channel.

The goal is to target Max subscribers at no additional cost.

Set to debut on Sept. 27 in the U.S., CNN Max will not be available as a standalone service, and the lineup will feature new programs like "CNN Newsroom with Jim Acosta, Rahel Solomon, Amara Walker, and Fredricka Whitfield" and "CNN Newsroom with Jim Sciutto." 

See Also: Analysis - Will Rupert Murdoch's TalkTV Succeed Where CNN+ Failed?

Additionally, subscribers can expect simulcasts of existing CNN programming, including notable shows like "Amanpour," "Anderson Cooper 360," "The Lead with Jake Tapper," and "The Situation Room with Wolf Blitzer."

This isn't CNN's first foray into the streaming space. The CNN+ service launched last year, but had a short-lived stint as it was closed mere weeks after its inception due to a change in management.

The key difference between the two services lies in their offerings. While CNN+ charged $5.99 per month and focused on less news-oriented content like "Jake Tapper's Book Club" and "Parental Guidance With Anderson Cooper," CNN Max aims to provide viewers with high-profile content. 

Warner Bros. Discovery's new leaders, who took charge after the merger with AT&T's WarnerMedia, felt that CNN+ lacked subscriber appeal and had concerns about its financial viability.

CNN's pivot to streaming comes at a crucial time, Wall Street Journal noted. The network is battling a multiyear ratings decline, which has prompted several adjustments to its programming schedule. These changes were particularly significant following the resignation of CNN's chief executive, Chris Licht, in June, capping a rocky year-long tenure.

By introducing CNN Max, Warner Bros. Discovery is staking its claim in a streaming market dominated by giants like Netflix Inc NFLX and Walt Disney's DIS Disney+. The strategic inclusion of news and potentially sports in the future is designed to set Max apart from its competitors.

Price Action: WBD shares are down 0.31% at $12.66 on the last check Thursday.

Image: Shutterstock