X is ringing in the new year with a handful of original programming pickups. The platform formerly known as Twitter has announced partnerships with lightning rods like Don Lemon, Tulsi Gabbard, and Jim Rome, who will bring exclusive shows to the hub led by Elon Musk.
The official X Business account announced deals with Lemon, Gabbard, and Rome on January 9. Lemon, a former CNN anchor, will cover topics like politics, culture, sports, and entertainment in a thrice-weekly, 30-minute series. Gabbard’s contribution to the X programming slate will take the form of a docuseries that will showcase the “unique POV” of the former Congresswoman and Presidential candidate. Rome, a sports commentator with experience at ESPN and CBS, will stream on X five days a week. That show is expected to launch after the conclusion of this year’s Super Bowl.
The history of Twitter originals dates back to 2012, but the platform has rarely announced new programming slates since the demise of its subsidiary Vine seven years ago. Musk tried to strike a programming deal with Tucker Carlson after the conservative pundit’s dismissal from Fox News, but Carlson ultimately launched his own subscription service instead.
Subscribe for daily Tubefilter Top Stories
The attempt to recruit Carlson revealed the DNA of X originals in the Musk era. The “Chief Twit” wants partnerships with outspoken figures who can generate headlines and massive traffic figures. Last October, famed socialite Paris Hilton inked a two-year pact that will produce at least four original programs.
The three newest additions to the X slate are all outspoken — and controversial — figures. CNN fired Lemon last year in response to sexist comments the anchor made on his morning show. Rome’s combative interview style has caused several kerfuffles over his 30-year career. Gabbard clashed with mainstream Democrats on issues like foreign policy during her Presidential campaign; she has since left the Democratic Party and is now seen regularly on Fox News.
Other social platforms have struggled to find success with high-profile originals, but X believes that its contentious partners can find fans within its community. Perhaps Musk is inspired by the success he’s had as a talk show guest. His podcast appearances regularly receive millions of views, and he’s now investing in other individuals whose careers toe the line between celebrity and infamy.
