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BRAZIL'S FOREIGN MINISTER, Francisco Rezek, argues, however, that CNN's bias is toward values the world ought to emulate. "The network is markedly North American," he contends. "But while a universal stage, a truly global network, would be better, the American stage is the next best thing. There is no nation that is so varied, that has such a mixture of cultures and beliefs and that represents the two most important lessons of this century -- pluralist democracy and open, competitive economies. CNN helps strengthen democracy."
CNN officials readily acknowledge that despite having a round-the-clock schedule, the network does not explore most topics deeply. Apart from its frequently lively and sometimes informative talk shows, it remains a headline service, with a high percentage of repetition and overlap. One of its two U.S. cable channels, Headline News, offers an endlessly repeating half-hour loop of updated news, sports, economics and entertainment bulletins. The other, the original CNN, mixes news hours with other mass-appeal public-affairs formats. It does not aspire, in any hour of its 24 a day, to the highbrow.
Part of the reason CNN has survived its past economic travails is Turner's go-for-broke nervelessness. Part is having been, as Turner says, in the right place at the right time. Part is the corporate willingness to gamble. When CNN executive Ed ("No Relation") Turner was interviewed by owner Ted, the trickiest question was "Ed, are you a dreamer?" At nearly any other company, the correct answer would be no. At CNN, it is yes.
But perhaps the largest factor in CNN's prosperity is, paradoxically, sound business management. The network demonstrated to its fat rivals that news could be delivered much more cheaply. CNN's salaries were lower but its people were hungrier and harder working. It did not get trapped into make-work union rules. It pioneered the practice of cross training, in which employees must learn and perform multiple skills. It reduced the size of camera crews from four to two, a standard that is now emulated throughout the industry.
The most expensive thing CNN does is the most necessary to its survival: broadcasting live and at length from remote locations. Says London bureau chief David Feingold: "The whole idea of journalism is to be a witness." The network pioneered the use of costly "flyaway" satellite uplinks -- packages of technology that can be disassembled into suitcase-size components weighing less than 100 lbs. each and capable of being checked as luggage onto an ordinary passenger jet. The trick is not to let the technological capacity dominate the editors' news judgment, not to do a story simply because one can. Explains Paris bureau chief Peter Humi: "People expect CNN to have live coverage. With today's technology, live is easier to do, and it's sexy. Our aim is to get away from being a knee-jerk channel and put in a little thought and judgment."