Even those who don't criticize MSNBC for leaning left do realize the cable news network's politics are impacting the image of NBC News proper — an epiphenomenon that has carefully been spun by conservatives as the equivalent of nailing a peacock to the cross. But the case has been made, and that's the conventional wisdom: Keith Olbermann and Chris Matthews are making the nonpartisan news division inside 30 Rock look bad. How to solve the crisis? Ben Grossman, the usually on-target Broadcasting & Cable scribe, suggests a simple-in-theory resolution: Split 'em up. Just take the "NBC" out of "MSNBC," put the cable news channel under the same umbrella as USA and Bravo, and all will be better!
Except that's nearly impossible.
Put it in the cable group alongside USA and Bravo and all its other money-printing brands that are carrying the NBCU portfolio. Just have NBC News program certain shows or dayparts on MSNBC, as it does on the NBC broadcast network.
With one move, MSNBC would be free to pursue the borderline-brilliant programming strategy that has elevated the network, while at the same time protecting the venerable NBC News brand, which is a bit under siege following the loss of Tim Russert and the silliness that occurred during the conventions.
[...]
Separate Morning Joe and Hardball and Countdown and The Rachel Maddow Show from NBC News, and let them say and do what they want (not that they don't already). If anything, that may add to the ratings as the anchors are freed up even more. Reported opinion these days equals ratings and buzz, as Comedy Central has long learned.
All the news during both the day and big events could still be programmed by NBC News, much like Dateline or NBC Nightly News on the network. And NBC News correspondents should absolutely continue to appear—an invaluable advantage over the network competition.
One dissenting argument is that the MSNBC primetime shows make enough money to allow NBC News to practice great journalism elsewhere—which is costly and not ratings-friendly. So the NBCU bean counters will have to move some numbers around. Big deal—especially when weighed against the return.
Except the very reason 30 Rock has taken a soldering iron to the two units was to save money. NBC News producers are handling MSNBC daytime programming; NBC News talent has taken over daytime hosting duties; NBC News star reporters are the go-tos for MSNBC coverage; and MSNBC moved from New Jersey to NBC's Midtown headquarters to make these efficiencies even more practical. So, um, it kind of is a "big deal."
"The return" that Grossman mentions, of course, is the ability to finally shrug off the notion that NBC News is walking lock-step behind MSNBC's politics. It benefits the public image of NBC, which is really only important when it comes to two parties: viewers and shareholders.
On the viewership end, things are looking good: Olbermann's ratings are looking quite healthy, and though the network still trails behind FNC and CNN, it's besting its own Nielsens and sometimes beats the competition in the demographics advertisers care about.
And as for shareholders? Sure, wealthy financial types might care that General Electric is pushing the agenda of a political party that wants to increase their taxes, but investors also like the idea that NBC Universal is proactive about cost-cutting by merging some aspects of NBC News and MSNBC. And that's kind of a long-term strategy.
Editorial Director
KEITH RULES!!!
Olbermann makes idiots look intelligent in comparison. The man needs some serious anger management.
I would have so much sex with Keith Olbermann … I love that guy in a very biased way. I can't be objective. Love him, love his show.
Keith Obermann is the best thing on TV. It's about †ime we had some intelligent scrutiny of the terrible damage that the ignorant, Baby Bush Administration and the Religious neo-cons have done to our country. Our image, finances lie in ruins, not to mention what remains of our Constitution. I look forward to Obermanns show every day and miss it on Weekends. Tell it like it is Kieth!
Is FOX one of Jossip's sponsors? You are on Keith like a jealous lover but you never mention the fact that by all accounts from unbiased monitors MSNBC gives the republicans more coverage and Obama high negative coverage. MSNBC is always on media matters for their lack of journalistic integrity and lies on the democrats and Obama. For never calling the republicans on their talking points that are lies anyone can dispute with google. I quit watching MTP all together. Gregory and Brokaw are known republicans but they are neutral yeah right go spread your false hoods to someone without logical and reason. Keith Olbermann can stand alone he has something the rest of them lack HONESTY!
Keith Olbermann and now Maddow have the IQ of all of fox and the republican party put together and some more..
Like the Bush Doctrine,'Rhodes Scholar' is french to the walmart crowd!
Keith and Rachel are my "must see's" everyday! I love them-they are sharp, intelligent, witty and wonderful!
I can't even watch MSNBC. There are no news and it is so slanted. Chris Mathews is a joke.
Friday, October 3, 2008
I was incredulous hearing the immature and partisan complaints made by your male and female moderators of your Morning Joe show deriding the fact that Senator Obama had not agreed to appear on their program. Their complaints included, as stated by them, that McCain appeared on their pprogram several times, so where does Obama get off not doing the same. They strongly criticized Obama for "hiding" and for deliberately evading making his views known on major issues; I recall the AIG problem being cited by them as a case in point. Moreover, the female moderator was extremely angry and near tears in discussing criticisms of Palin made by guests of the program. I do not see any signs of intelligence among this group, and in particular on the part of the principal male and "weeping" female moderators. Displaying indignation at Sen. Obama's choosing not to appear on their program is completely inappropriate. These two would not accept information from a representative of Sen. Obama's campaign that Obama had in fact recently spoken to over 15,000 people on the issues in a talk which was carried by major cable networks. But speeches did not count in their estimation, they wanted Sen. Obama to appear on "their show." The distinction between the Keith Olberman and Rachael Maddox shows indicates a tremendous difference in intelligence, objectivity, maturity and analytical abilitiy. The Morning Joe crowd, excluding "guests" is not ready for the big leagues, They simply do not do credit to your network.
Gerald Chasin, Ph.D