At one point in his career, Sam Feist led a news show called “Crossfire,” which aimed to gain viewership by featuring debates between liberals and conservatives. Now, he aspires to achieve similar success with a new program that aims to foster dialogue without the contentious arguments.
The innovative program is titled “Ceasefire” and is set to premiere this Friday on C-SPAN, the public-interest cable network that has provided audiences with direct access to significant Congressional sessions and vital policy discussions for nearly fifty years. In a media landscape that increasingly favors conflicts and partisan disputes to capture audience interest, Feist, who assumed the role of CEO last year, sees potential in producing content that steers clear of such negativity.
“Clearly, our political climate has left us divided, leading us into media echo chambers often categorized as red and blue news. I believe that is detrimental to our nation,” Feist expressed in a recent interview. “C-SPAN is challenging that narrative, to some degree.”
Each week on “Ceasefire,” Republicans and Democrats will engage in a search for commonality rather than rigidly defending their respective positions. Hosted by the youthful Dasha Burns from Politico, the inaugural episode will feature former U.S. Vice President Mike Pence alongside former Chicago mayor and White House Chief of Staff Rahm Emmanuel. Additionally, a conversation will occur between Sean Spicer, a former White House Press Secretary under President Trump, and Faiz Shakir, a senior advisor to Senator Bernie Sanders.
The concept for “Ceasefire” has been in Feist’s mind since his time on CNN’s “Crossfire,” which showcased debates among notable conservatives like Tucker Carlson and Pat Buchanan and liberals such as Bill Press and Tom Braden. “What it failed to do was pursue common ground or compromise, demonstrating to America that Republicans and Democrats can coexist amicably,” Feist noted. He acknowledges Michael Kinsley, who initially suggested the importance of identifying mutual pathways between conflicting sides, as being instrumental in this original idea.
C-SPAN executives believe there is a real appetite for this type of programming. A viewership analysis by Magid has shown that 27% of C-SPAN’s audience identifies as liberal, 28% as conservative, with the remaining 41% labeling themselves as moderates. With a nearly equal distribution of left and right viewers, Feist says, “this gives us a unique chance to address both Republicans and Democrats simultaneously in a manner that isn’t being offered elsewhere.”
Attempts have been made to bridge this divide before, with CNN’s 10 p.m. program “News Night” featuring guests from varying political backgrounds discussing current news. However, viewers often find that these discussions tend to mimic the confrontational style of “Crossfire” rather than establishing genuine dialogue. Notably, Fox Corp. highlights its Fox News Channel’s reach to more liberals and independents than its competitors.
C-SPAN, however, is invigorated to intensify its efforts. The network recently secured new streaming agreements with Google’s YouTube TV and Disney’s Hulu live service. These agreements could offer C-SPAN a revival as it has relied on fees from cable and satellite services to sustain itself for many years. With more people favoring streaming services over traditional cable subscriptions, C-SPAN’s original reach of 100 million homes has diminished to less than 50 million today, according to sources. Over the years, its subscriber fee has seen only a minimal increase, rising from 6.25 cents to 7.25 cents. For roughly 87 cents per year, carriers provide access to three C-SPAN channels. The network does not accept government funding and advertises very little, primarily on its website and in select YouTube clips.
Under Feist’s guidance, C-SPAN has actively sought out new streaming partnerships. He explained, “This was an early priority for me,” emphasizing the need for visibility in households that previously had access to the network but no longer do, particularly those who have transitioned to streaming platforms like YouTube TV and Hulu + Live.
Securing financial support from media companies to air detailed government discussions amid a tumultuous industry climate presents challenges. C-SPAN has conveyed to streamers that incorporating live coverage of significant events can enhance their subscription services by keeping audiences engaged. The persistent news cycle, fueled by ongoing developments during President Trump’s second term, only bolsters their argument. Furthermore, C-SPAN has indicated to potential partners that their backing will resonate in the U.S. Senate and House, akin to the historic support from cable giants like Comcast and Charter. Notably, contributions from Disney and Google will be acknowledged in C-SPAN’s upcoming initiatives commemorating the 250th anniversary of the United States.
Recently, C-SPAN has also embraced new styles. The network has introduced modern graphics and recently featured a “countdown clock” to mark the start of the current government shutdown—an approach that reflects a shift towards a more dynamic presentation that would not have occurred under prior management.
While Disney did not respond to a request for comment, Google opted not to provide executives for a statement.
One lawmaker, however, has expressed appreciation for the new arrangements. Senator Amy Klobuchar stated, “For decades, C-SPAN has connected Congress with the American public, allowing citizens to witness their government in action on the Senate and House floors and during committee meetings. Access to this live coverage across all platforms, including streaming services, is crucial to keeping the American public informed and engaged in our democracy.” Klobuchar, alongside Senator Chuck Grassley, previously led a campaign urging TV providers to include C-SPAN’s channels in their offerings. “I’m pleased that YouTube and Hulu have decided to provide this essential service to their audiences, and I encourage all platforms to follow suit,” she added.
Leading an independent cable network during the streaming revolution may seem challenging, but Feist has earned a reputation for his proactive attitude over the years. From starting as a freelance producer at CNN to managing the network’s Washington operation, he played a pivotal role in producing notable programs like “The Situation Room” and “State of the Union.” His understanding of the machinery of Washington and his eagerness to engage with newsmakers have made him a respected figure in the industry.
There are more initiatives on the horizon as well. Feist aims to enhance “Washington Journal,” C-SPAN’s flagship program that features audience phone calls from diverse political perspectives. He reminisced about the days when Larry King interacted with callers live, remarking, “We don’t see that on TV anymore.” He also highlighted C-SPAN’s coverage of literature and authors, promoting a new series called “America’s Book Club,” which will be hosted by philanthropist and former Kennedy Center chair David Rubenstein. This program will feature discussions with authors such as John Grisham, Walter Isaacson, and Stacy Schiff, exploring not just their latest works but also their broader contributions to literature and significant societal topics.
Despite C-SPAN’s academic reputation often being ridiculed on shows like “Saturday Night Live,” Feist believes in fully embracing what sets the network apart. “We don’t edit these events, nor do we provide commentary around them,” he explains regarding the network’s approach. “Our mission is to present it as-is and allow the electorate to form their own opinions about who makes compelling arguments and who doesn’t.” With a rising proportion of streaming viewers, C-SPAN might get the opportunity to demonstrate whether its stance merits greater consideration.
