Broadcasting&Cable: Free MSNBC from NBC News

[DeepModem Mom]

No News Is Good News
By Ben Grossman -- Broadcasting & Cable, 9/15/2008

NBC News and MSNBC are like great beer and fine whiskey. They're each satisfying on their own, but when mixed, expect trouble. So after watching all the drama recently, I have one solution that would allow both brands to continue as independent success stories: separate them. NBC should pull MSNBC out from under the NBC News umbrella altogether. 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....

***

With personalities like Olbermann, Matthews and now Rachel Maddow, the network has forged a fantastic programming groove. I don't care what you think about its politics or anything else, there is absolutely no arguing that MSNBC's numbers — be it ratings or profitability — are on fire....

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....

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. The term “television news business” is itself an oxymoron these days. Old-fashioned, objective TV news doesn't make for good business. Ratings drive business, and those ratings are coming from the topics of the day presented with a bite.

MSNBC is doing that as well as anyone right now. If freed from the perceptual constraints of a traditional news division, it would be bulletproof.

http://www.broadcastingcable.com/article/CA6595978.html

[Eric J in MN]

1. I don't understand what would be different under this proposal.

Would there be a disclaimer before "Countdown:" the following program is NOT part of NBC News?

[DeepModem Mom]

2. I don't quite understand, but if MSNBC would be like any of the other cable channels like Bravo...

or NBC Broadcast (entertainment) -- then when special coverage was warranted, NBC News would step in. Most news now comes to us on cable, but Presidential debates, inaugurations, major events, etc., are shown on broadcast TV. Entertainment is precluded and a network's news division takes over. So in those cases, NBC News would anchor -- for example, a Presidential debate. As far as other participation by NBC news people, I'm not clear. Maybe they would appear on the opinion shows, but it would be made clear that they were participating in programming that is not part of NBC News.

There would be no need for disclaimer, I don't think, because occasions when NBC News would take over would be rare.

But, as said, I'm not sure of the details. It's an interesting concept, though.

[Stinky The Clown]

4. I don't think that was meant literally

I think it was meant to say that MSNBC should be cable-only and NBC Nooz should be broadcast only.

[Berry Cool]

3. Sounds like a great idea.

Anything to get Tom Brokaw to stop pissing and moaning about how Keith Olbermann is runing his sterling reputation as a newsman. Sheesh.