Just a week after the abysmal failure of The Point, CNN is going to take another stab at trying to solve its primetime ratings woes, this time by running repeats of Jake Tapper’s The Lead at 10 p.m.
The Lead, which debuted last month, hasn’t exactly set the ratings world on fire in its 4 p.m. time slot. This will be a relatively safe way for CNN to see if Tapper is primetime material, though a repeat of his program really isn’t a fair test, when facing live programming from Fox News and MSNBC.
Tapper should attract more viewers than The Point, but can he out-repeat the repeats of Anderson Cooper’s AC 360, which he will be replacing for a week?
If Jeff Zucker is serious about making CNN competitive again, he needs to do a lot more than testing repeats of programs during primetime.