To: David Zaslav, Chris Licht, Andrew Morse From: CNN+ Development Team, McKinsey & Company In re: CNN+ LAUNCH

David, Chris, Andrew:

First off, we need to be honest: The launch of CNN+ has not been as successful as we at McKinsey & Company forecast. When we recommended launching a news streaming service, we predicted a larger initial sign-on from subscribers eager to get a closer and more personal look at CNN superstars like Don Lemon and Erin Burnett. And it’s baffling to us that more people have not decided to pay for Jake Tapper’s Book Club.

On our call today, it was humorously suggested that McKinsey & Company, following this disastrous rollout, issue an immediate refund of our fees. While we all enjoyed chuckling at the joke, it bears repeating that a worldwide consultancy like ours cannot be expected to stand by its recommendations on a financial level. Our business model does not allow for that kind of guarantee — otherwise, we’d be in the terrible position of refunding such clients as Andrew Cuomo and Vladimir Putin.

That said, we do recognize that the failure, to date, of CNN+ is at least partially the fault of our advice, and to make up for that we’re offering some additional advice.

We suggest the following five steps:

1. A New Product, CNN– (CNN Minus)

As you know, Fox News currently garners over 50 percent of the news audience. While many of these viewers are passively choosing Fox over CNN, a devoted core actively hates the liberal bias of CNN and its uniformly progressive, lockstep anchors. Currently, this anti-CNN passion is totally unmonetized. In our opinion, this is leaving money on the table. CNN has created enormous market value by being a predictable left-wing megaphone. We suggest a new offering to CNN-haters in the cable and streaming universe. Where CNN+ was more, CNN– will be less. Hannity viewers, Tucker fans, Laura nuts, and all of the CNN-hating MAGA Hatters can pay a little extra per month ($15/month or $150/year) to have CNN programming hours reduced or eliminated in their cable or streaming packages. We predict a sign-up of 1–2 million CNN subscribers in the initial rollout. Status: Needs some simple coding and a marketing plan.

2. Chris Cuomo in a Box

This clearly comes at an awkward stage in the negotiations between the company and recently fired former anchor Chris Cuomo. In our opinion, these negotiations are less about money than about the feelings of a natural showman who wants to be back on television. Obviously, he cannot come back on CNN per se, but we’re suggesting, as a CNN+ enhancement, the ability to watch Chris Cuomo watch CNN. Cuomo would appear in a small box in the bottom right of the screen while CNN Live played in the larger part of the screen. Cuomo can enjoy the shows, comment on them as they unfold, shout questions at the screen, and in general behave and react in his inimitable way. CNN on-air talent would not be able to hear or see him, for obvious reasons, but viewers would enjoy seeing their old favorite once again, at a safe distance from a major news-gathering organization. Status: Ready to roll out.

3. Stretch with Jeff

A low-impact interactive yoga class with CNN legal analyst Jeffrey Toobin, emphasizing simple postures with a breathing practice to promote mindfulness and relaxation. Jeffrey guides viewers through the poses, teaching them flexibility and safety. CNN+ viewers are able, for a small premium fee, to participate with a Zoom-like platform and demonstrate their poses and practice to Jeffrey in real time. Status: Ready to roll out. Idea came to us via Toobin, so talent etc. is ready and willing.

4. Christiane’s First Date

Newly single CNN stalwart Christiane Amanpour dates a succession of smart, eligible men in London and New York in this reality-style documentary series. At the end of S1, she selects one man to be her boyfriend for the following season, “Christiane Finds Love?” Status: Have yet to get Amanpour’s feedback on the concept.

5. Trump Again and Again

We recommend the creation of a “dark money” PAC that donates exclusively to Trump-connected groups, and we recommend the creation of an investment vehicle to invest exclusively in Trump-owned businesses. In addition, we suggest that David purchase a two-bedroom unit in the Mar-a-Lago property and continually suggest to its most famous resident that he run for reelection. In addition, we suggest that CNN and CNN+ offer to broadcast, uninterrupted, live appearances by Trump. The former president is a proven ratings-getter for CNN and a superstar on the network, and we strongly suggest enlisting him once more in the battle for viewers and subscribers.

We’re happy to discuss these and any follow-on ideas on our call next week. Enclosed, please find our most recent invoice.

The CNN+ Team McKinsey & Company