CNN anchor Kasie Hunt is playing a leading role in the network's efforts to stop viewers switching to a second screen, such as a phone, while watching TV news. On her programme "The Arena," CNN has been trialling a "text chain" of running commentary from reporters, experts and contributors who are not part of the on-set discussion, replicating the kind of chatter viewers might otherwise seek out on social media or in their own text messages.

The approach has already spread to other CNN coverage, including a "live analysis" text feature used during President Trump's remarks at the White House Correspondents' Dinner in July, featuring contributors such as John Berman, Betsy Klein and Brian Stelter. CNN executive Abigail Crutchfield says the format could extend to events like red carpets or fashion shows, and subscribers to CNN's "All Access" service can already opt into a similar text feed overlaying linear programming. Industry consultant Jaime Spencer argues traditional broadcasters generally need to find ways to compete with platforms like X for viewer engagement, particularly given the rising popularity of individual creators' newsletters and video podcasts.