As news develops surrounding the Coronavirus pandemic, it’s no secret that most of the headlines around the world have been frightening, glum, and staggering. However, in a space dominated by major news outlets, John Krasinski found the opportunity to produce an independent effort on YouTube, titled, “Some Good News.”
Focused on spreading good news and becoming a beacon of positivity for the world, “Some Good News” has amassed 72.5 million views and 2.58 million subscribers on YouTube since it began. Some highlights of the weekly series included Krasinski and David Ortiz providing healthcare workers in Boston with season tickets to the Red Sox, astronauts on the International Space Station joining the broadcast, and a reunion of the original cast of The Office.
In just eight episodes, Krasinski built a strong following through his non-traditional take on news and on May 28th, it was announced that Krasinski would be selling the program to CBS. While there’s no report on how much the deal is worth, the announcement came much to the dismay of fans, who felt that selling the show tarnished its authenticity and wholesome reputation.
However, Krasinski pointed out that the show was, “…one of those things where I was only planning on doing eight [episodes] during quarantine, because I have these other things that I’m going to be having to do very soon.” He will maintain some involvement with the show, but future episodes will have a new host. Furthermore, he stated that the plan is to keep the show free to watch, and will not require a subscription to CBS All Access.
Krasinski demonstrated what it means to be a Brand Champion through his efforts with Some Good News. He successfully identified a gap in what news outlets were covering, and used his platform to showcase hope and positivity without downplaying the severity of the COVID-19 pandemic. While the CBS acquisition may have brought about some criticism, it looks to be more characteristic of a passing of the torch. In just two months, Krasinski built a strong brand and following around his series, and leveraged it into a deal with a major television network.
Pesce, Nicole Lyn. “John Krasinski Tries Explaining to Furious Fans Why He Sold ‘Some Good News’ to CBS.” MarketWatch, MarketWatch, 28 May 2020, www.marketwatch.com/story/john-krasinski-tries-explaining-to-furious-fans-why-he-sold-some-good-news-to-cbs-2020-05-28.