By Johanna Kassel in New York
After a mere nine months on the air, Eliot Spitzer?s talk show on CNN has been cancelled, dealing a blow to the cable news network?s efforts to boost its primetime audience.
In the Arena, the nightly programme of the former New York governor, was meant to give a shot in the arm to the struggling network, which has steadily lost viewers as the number of 24-hour news networks has grown.
The cancellation will also be a big disappointment for Mr Spitzer, who is trying to rehabilitate his public image after he was forced to resign as New York governor in 2008 when he admitted visiting a prostitute.
Mr Spitzer was up against ?stiff competition? during the 8pm slot, which pitted him against Bill O?Reilly on Fox News and Keith Obermann, until recently on MSNBC, which are ?appointment viewing,? said Brad Adgate, senior vice-president of research at Horizon Media, an independent media agency.
?I think there is stiff competition out there especially at 8pm,? he said. ?He was not an answer to the 8pm problem.?
The primetime problem has plagued CNN, with the network trying out various hosts, with few lasting or having much success. Campell Brown, Rick Sanchez and Paula Zahn all failed to dethrone Mr O?Reilly.
For decades, CNN and its red logo were synonymous with the 24-hour news cycle, which Mr Adgate said may be why it is struggling.
?CNN are dependant on late breaking news to bring in viewers, but cable news has become more politicised and personality driven,? he said. ?O?Reilly is poster boy for that. They brought in Spitzer as a big name who was more political.?
Mr Spitzer?s show will be replaced by a live broadcast of the popular AC360, anchored by Anderson Cooper, starting on August 8. AC360 will then be rebroadcast in its current 10pm slot.
The new schedule also includes a new news programme with Erin Burnett, while shows with Piers Morgan, John King and Wolf Blitzer remain on the primetime line-up. ?The new line-up showcases anchors who are experienced reporters in covering stories that span the globe,? said Ken Jautz, CNN executive vice-president.
Despite its rating struggles, CNN has remained profitable, owing much of its success to digital growth.
Mr Cooper will be ?starting in third place?, Mr Adgate said, but suggested that the upcoming political season may play to Mr Cooper?s traditional journalistic strengths.
When Mr Spitzer was hired last year, his arrival was hailed as ?a dose of intelligence and independence in primetime?. The show underwent a significant overhaul earlier this year.
? The Financial Times Limited 2011