CNN presidential debate marks a pivotal moment for the network as it hopes to reverse its fortunes

CNN on Thursday will do something no network has done in more than 35 years – host its own general election presidential debate.

CNN on Thursday will do something no network has done in more than 35 years – host its own general election presidential debate. It is a pivotal moment, not just for the country as it picks a new president, but also for CNN — with a new leader at the helm of the news network that has been beset by declining television viewership as it urgently embarks on a major newsroom overhaul to embrace its digital future. Thursday night’s presidential debate, a marketing coup for CNN and its new chief executive, Mark Thompson, will offer the network a bright spot – and expectations of record ratings, even if viewers end up watching the debate on other networks. No matter where viewers tune in to watch the primetime matchup between President Joe Biden and former President Donald Trump, it will be clear this is a CNN debate. As a public service, CNN has allowed other networks to air the event, so long as they agree to the network’s rules over how the event is promoted and re-broadcast. Rival networks, for example, have agreed to use CNN in the programming title and keep the red CNN logo on screen throughout the debate. For CNN, the branding boost from the debate may provide a much-needed shot in the arm. Over the last year, CNN’s television viewership has fallen, regularly settling into third place behind MSNBC and the right-wing talk channel Fox News. Last week, CNN total viewership averaged fewer than 500,000 in primetime, and 80,000 in the advertiser-coveted 25-to-54-year-old demographic, according to Nielsen.