X is seemingly having a difficult time trying to get some traditional looking video content up and running.

Much was promised at the beginning of this year -- at the Consumer Electronics Show -- from X executives including efforts from sports broadcaster Jim Rome and Tulsi Gabbard, former U.S. Representative, and possibly Paris Hilton. 

“Building a whole video ecosystem is in plain sight,” said Linda Yaccarino, who was CEO of X around that time. Only Rome’s effort has gotten off the ground.

This follows a one-and-done episode from former CNN prime-time host Don Lemon, which immediately went south after Lemon interviewed Musk.

Lemon, who has some journalist chops, asked some probing questions that his boss did not seem to like -- and he was fired.

X, formerly Twitter, has been trying to build a news-ish type video platform -- and to date only Tucker Carlson has survived.

Carlson, the former Fox host, publishes most of his content to his own paywalled video network. He does share some free videos with X.

Carlson offered up an initial, lame interview in February with Vladimir Putin, president of Russia.

The result was a virtual nonstop diatribe with few opportunities for Carlson to ask any real questions, and zero news to speak of.

Other content was assumed to be coming, including shows from former U.S. Representative Tulsi Gabbard and possibly Paris Hilton. 

What’s going on? Well, advertising support for one. Bloomberg says there hasn’t been much brand messaging interest in any of these efforts.

This is all happening as X continues to have major issues with bringing back advertisers, who fled soon after Musk arrived as controlling owner in the now privately owned social-media platform.

Successful business executives always believe they have the key to revive flagging businesses. Musk believes he can also make his mark as a media competitor, possibly including where premium video can survive -- not only through electric vehicles and space travel.

Even if X had managed to achieve some of its goals, consumers still have other ideas.

The explosion of content on premium streamers, YouTube, and still on legacy TV gives consumers very high levels of choices to consider. 

How do you make any impact against that? Would they really gravitate to a social-media platform with four or five shows filled with mid-level TV personalities and hosts?