Late CNN Founder Ted Turner Once Attempted a Takeover of CBS, 40 Years Before CBS Owners’ Bid to Acquire CNN

**Ted Turner’s Ambitious Bid for CBS: A Chapter in Media History**

The landscape of American media was significantly shaped by Ted Turner, who passed away on May 6, aged 87. Known for his groundbreaking role in the establishment of CNN, Turner made ambitious attempts to reshape the media landscape early in his career. One of his most audacious moves came in 1985 when he sought to acquire CBS, a giant in the broadcasting industry, just a few years after launching CNN, the world’s first 24-hour cable news network.

Turner’s proposition to buy CBS was met with incredulity from its leadership and the broader financial community. The New York Times famously likened the prospect of Turner’s comparatively small operation absorbing CBS to “a mouse swallowing an elephant.” This bold ambition came during a time when traditional media was experiencing significant shifts, and Turner envisioned a new competitive dynamic within television news.

In the early days of CNN, Turner sought to disrupt the established order. Following the launch of the network in 1980, he aggressively pitched the idea of creating a fourth broadcast television network to rival the big three—ABC, CBS, and NBC. “If my fourth network plan works, it will be havoc for the three networks,” he declared, insinuating that their collaboration had resulted in a non-competitive cartel. Turner aimed to bring fresh content and innovative practices to television; however, the network he envisioned never materialised as he had hoped.

Following the absence of his proposed network, Turner turned his sights on CBS itself, initiating a $5.4 billion takeover bid in 1985. The CBS board reacted to this move with scepticism, labelling his offer as “grossly inadequate” and “financially imprudent.” CBS executives expressed grave concerns about Turner’s past controversial remarks and the impact that his leadership might have on their image.

In a strategic response to thwart Turner’s ambitions, CBS opted to incur $1 billion in debt, essentially creating a “poison pill” strategy designed to complicate any potential negotiations with Turner. This plan was supplemented by rallying support from various stakeholders, including the Motion Picture Association of America and the United Church of Christ, to oppose the takeover before the Federal Communications Commission.

Ultimately, Turner’s attempt to take over CBS fell through, but he later described this episode as a “bold adventure.” Reflecting on the fallout, he stated his intent to revamp CBS and improve its programming quality, which he perceived as riddled with “sleaze” and “violence.” This openness to critique highlighted Turner’s desire to raise the standards of broadcasting, even amidst his more controversial public persona.

The media landscape continued to evolve following Turner’s ambitious plans, and years later, he found himself opposing other merger proposals involving CNN, asserting that the network was performing well despite having its share of issues. This sentiment revealed Turner’s ongoing connection to CNN, which he had nurtured for over two decades.

Fast forward to recent events in the media realm, and a new chapter in corporate consolidation is unfolding. In 2025, plans emerged for David Ellison, son of Oracle co-founder Larry Ellison and a significant contributor to political campaigns, to merge his company, Skydance, with Paramount, CBS’s parent company. The subsequent approval of this merger by stockholders from Warner Bros. and CNN’s parent company has raised concerns among various stakeholders about the implications of such corporate consolidation for the press and public accountability.

Critics, including prominent Democrats and industry figures, have warned that these mergers contribute to an increasingly concentrated media environment, which may inhibit diverse opinions and erode the quality of news reporting. As discussions around journalism’s integrity continue to circulate, Turner’s past attempts to shake up the media establishment echo loudly in the context of today’s corporate manoeuvrings.

As Turner’s legacy is celebrated, his vision of creating a competitive media landscape remains a poignant part of media history. His attempts to acquire CBS, though ultimately unsuccessful, illustrate the challenges and ambitions of a titan who sought to reshape the norm and push the boundaries of news broadcasting. The lessons learned from his experiences may offer invaluable insights as the media industry grapples with the consequences of consolidation and strives to uphold the standards of credible journalism.