Amazon's Bold Move into News Programming

As Election Night 2024 unfolded, veteran journalist Brian Williams took the opportunity to reflect on the changing landscape of American politics while hosting a special on Amazon Prime Video. "Our country is about to change again," he assured viewers, casually mentioning his upcoming gig as an emcee at a local firehouse dinner in New Jersey.

However, Williams and his peers may find themselves facing more than just community dinners in the near future. In an exclusive revelation, sources close to the matter have indicated that Amazon is actively exploring concepts to expand its news offerings. This move comes at a time when traditional news outlets like CNN, ABC News, CBS News, and NBC News are grappling with declining viewership and have resorted to significant staff cuts, parting ways with esteemed anchors like Chris Wallace and Hoda Kotb.

Despite not being available for comment, Amazon's recent ventures into news have yielded some encouraging results. Williams’ special reportedly attracted around 4 million viewers, a performance better than CBS News’ 3.61 million and Fox’s 2 million during a similar window. However, it paled in comparison to Fox News, which dominated with 10.32 million viewers, and MSNBC with 6.01 million.

Amazon’s foray into news comes on the heels of declining interest in traditional networks, with both MSNBC and CNN noting a drop in their audiences post-election. Interestingly, a Pew Research Center report revealed that nearly 20% of Americans, and a staggering 37% of those under 30, now rely on social media influencers for their news, challenging traditional outlets to adapt or risk losing relevance.

According to insiders, Amazon is particularly interested in producing news specials centered around significant events, rather than establishing a full-fledged news division. Their approach favors a "middle-of-the-road" style, striving for neutrality and inclusiveness. Instead of probing into why younger populations might be shifting political allegiances, anchors could focus on what steps parties are taking to engage this demographic.

Albert Cheng, who leads the growth of Prime Video in the U.S., is reportedly spearheading the exploration of these news programs. Cheng’s prior experience includes pivotal roles at Disney’s ABC TV and as the chief operating officer of Amazon Studios.

If Amazon's news strategy gains traction, it could represent a groundbreaking paradigm shift, enabling them to produce content on a project basis without the burden of long-term contracts with news personalities. A similar strategy has served them well in sports broadcasting, where commentators like Al Michaels and Kirk Herbstreit balance roles across multiple media outlets.

Moreover, Amazon appears to have a rich pool of news talent to consider. Williams’ special featured numerous renowned journalists, including Shepard Smith, Poppy Harlow, and Don Lemon, many of whom are eager for new opportunities amidst the turbulence in established news organizations.

The shift towards digital consumption is another driving force behind Amazon’s interest in news. According to recent data, 58% of Americans prefer accessing news via digital devices, eclipsing the 32% who opt for traditional television. This demographic trend opens a significant market for Amazon, which already offers a variety of linear news streaming options.

Interestingly, during Williams’ inaugural special, Amazon took the opportunity to highlight its diverse range of live-streamed news channels, further enticing consumers to explore their offerings.

As the media landscape continues to evolve, will we soon see more of Brian Williams and other familiar faces in Amazon's innovative news programs? Only time will tell, but one thing is certain: Amazon is poised to shake up the traditional news hierarchy!