As Greg Sargent points out, CNN would have no hesitation to run an ad praising Cigna insurance.
The battle over health care reform is another example of what Robert Michels called The Iron Law of Oligarchy. Modern organizations give the ultimate decision of how the resources of an organization will be spent to the top managers. Those top managers then work to maximize their power and retain their position at the top, and spend the resources of the organization to keep their position.
The result is a system of government or management called Oligarchy. That means the rule of the many by the few. In this case the few at the top fear they will lose their catbird seat if universal health care passes, so they are fighting it at every turn.
How much does the CEO of CNN get paid? What's he protecting?