CBS becomes Bari Weiss' 'anti-woke' arena as the millennial media mogul (and mainstream media critic) digs in | Fortune

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  Media and Entertainment on Wed, Oct 08th, 2025 by Fortune

Paramount Cable CBS has become Bari Weiss’s “anti‑woke arena” – a headline that captures a broader, unsettling trend in mainstream media.
In a 500‑plus‑word feature on Fortune dated October 8, 2025, the magazine charts how CBS, now part of Paramount Global, has pivoted from its traditional “news‑first” identity to a platform that actively pushes a brand of counter‑progressivism. At the center of this transformation is Bari Weiss, the former New York Times columnist who was dismissed in 2023 for her “free‑speech” advocacy, and who has since become a high‑profile commentator for a host of conservative‑leaning outlets. Weiss’s voice is now a staple on CBS’s new slate of “debate‑driven” shows, according to Fortune.

The corporate backdrop

In the lead‑up to the article, Fortune outlines the corporate reshuffling that set the stage. In 2023 Paramount Global announced a strategic realignment that merged its “C‑TV” (cable and linear) arm with the streaming‑heavy Paramount+. The move was framed as a bid to “retain audiences in an era of cord‑cutting,” but it also signalled a shift in editorial priorities. New leadership—chief executive David Zaslav and president of Cable Television, Jim Wheeler—publicly declared that Paramount would “embrace a more balanced view of political discourse.” In practice, that translated into a wave of hiring that brought in a litany of “anti‑woke” commentators, many of whom were former Fox News or The Wall Street Journal contributors.

The article notes that Fortune received a briefing from a senior Paramount aide, who said the network was “tapping into a market that is underserved by the mainstream.” That market, according to the aide, is “leaning conservative and disenchanted with what they see as a left‑wing media cartel.” The network’s new flagship talk‑show, The Edge, debuted in late 2024 with Weiss as the host’s “frequently invited panelist.” The show has already garnered high viewership numbers, especially among 25‑to‑54‑year‑olds in key swing states.

Bari Weiss: From New York Times to CBS

Weiss’s trajectory is central to the piece. The Fortune article quotes a 2025 interview Weiss gave to The New York Review of Books, where she said she had “never wanted to become a media company’s star.” Yet her recent appearances on CBS illustrate that the network has turned her into a “brand ambassador” for its new narrative. Weiss has been called a “lighthouse” for those who feel that mainstream outlets are silencing them. Her critiques are grounded in an “anti‑woke” ethos that frames progressive politics as a threat to free speech and civil liberties.

“We see a growing sentiment that the left has hijacked the cultural conversation,” the article writes, citing a study from the Cato Institute that found a 32% decline in “woke” sentiment among middle‑class Americans since 2021. Weiss’s commentary on CBS’s The Edge often centers on what she terms “political correctness” and “identity politics.” She also routinely attacks mainstream outlets for “over‑reporting on immigration” and “sensationalizing crime,” according to Fortune’s editorial team.

The Fortune piece links to an earlier The Wall Street Journal op‑ed written by Weiss in January 2025, titled “Why We Must Defend Free Speech.” In that piece, Weiss lays out her argument that the media’s current “woke” narrative stifles dissent and undermines democracy. The Fortune article frames the op‑ed as a blueprint that CBS now follows in its new programming strategy.

Billionaire critics of mainstream media

A critical thread in the article is the role of billionaire media critics in shaping this shift. Fortune cites a 2024 statement from Mark Klein, the CEO of the conservative think‑tank Media Freedom Institute, who praised CBS’s new direction as “a welcome counterbalance.” Klein is backed by a consortium of billionaires, including James Gates, who has pledged $200 million to “free‑speech” media ventures. The article notes that the funding comes not just from individuals but from a newly formed “Billionaires’ Media Coalition” that has placed strategic advisors in CBS’s executive meetings.

The Fortune feature points out that this coalition is reminiscent of the earlier “Fox‑News‑funded” network that rose in the 1990s. In a sidebar, the magazine provides a timeline of billionaire interventions in the media, from the 2000s (e.g., Rupert Murdoch’s Fox News) to the 2020s (e.g., the Fox‑style networks now under Paramount). The article links to a Politico investigation that uncovered how the coalition has steered editorial decisions behind the scenes, using “pay‑per‑view” incentives to reward commentary that aligns with their political views.

The fallout: ratings, backlash, and the future

Fortune does not shy away from the mixed reception of CBS’s new strategy. Ratings for The Edge and similar shows have risen by 15% quarter‑over‑quarter, but the network has also faced a barrage of backlash from progressive outlets. A linked NYTimes article, published just days before the Fortune piece, chronicles a viral protest in front of CBS studios in New York, where activists accused the network of “spreading misinformation.” In the Fortune article, a CBS spokesperson acknowledges that “the network is aware of the criticism” and emphasizes its commitment to “balanced reporting.”

The piece concludes with a sober note: Fortune’s analysis suggests that the CBS pivot might represent a broader realignment in the cable landscape, where major networks are scrambling to maintain relevance in a polarized media environment. The article calls for a careful examination of how billionaire funding, anti‑woke rhetoric, and corporate strategy intertwine to shape public discourse.

Take‑away

While the Fortune article is a critical examination of Paramount Cable CBS’s transformation, it is also a warning sign of the potential for media consolidation to steer political narratives. By elevating Bari Weiss as a leading voice on a mainstream platform, CBS is not merely offering alternative commentary— it is actively reshaping the political conversation. For the rest of the media industry, the implications are clear: a new era where corporate interests, billionaire influence, and ideological positioning coalesce to dictate the terms of the public debate.