Building on the relative popularity of their 8pm and 9pm slots--Olbermann & Maddow, respectively--MSNBC has begun the search for a personality to fill the currently unfilled 10pm slot. 10pm is currently devoted to a replay of Olbermann's "Countdown."Phil Griffin, the president of MSNBC, is making 10 p.m. a priority now. In an interview on Tuesday in a studio on the Mall, hours after the inauguration of President Obama, Mr. Griffin said that the channel needed a third original show in its lineup.
“We can’t let this momentum stop,” he said.
Momentum, indeed.
While MSNBC remains in third place among total viewers, it has averaged more young viewers (412,000) than CNN (394,000) in prime time since Election Day. Fox News has averaged 501,000 in the same demographic.
100,000 more viewers doesn't seem insignificant to me--it's 25% more viewers than either MSNBC or CNN. No matter, 20 January changed all of that, transforming MSNBC from administration antagonists to protagonists.
The talk of a 10 p.m. program highlights the shifting terrain for MSNBC, which now finds itself covering a Democrat in the White House. Mr. Olbermann, in particular, is known for delivering “special comments” that have savaged the Bush administration.
The network uses the tagline “the power of change” in commercials, in an allusion to Mr. Obama’s campaign. On Tuesday, Mr. Olbermann, Ms. Maddow and Chris Matthews, the host of “Hardball,” (which runs at 5 and 7 p.m.) sat in a warm studio seven blocks from the Capitol, where they had a prime seat for Mr. Obama’s swearing-in. Amid the daylong coverage, Mr. Matthews spoke openly about the channel’s political posturing.
“This is the network that has opened its heart to change,” Mr. Matthews said, calling the channel one “for the 21st century.”
Meanwhile, Fox News is still regularly savaged for their efforts to at least try to be "fair and balanced." Here, Matthews admits the obvious in acknowledging the very liberal bent of MSNBC. Journalistic criticism is noticeably absent.
It's also important to note another difference between Fox News & MSNBC: Whereas Fox News keeps their opinion and news reporting separate, at MSNBC, the pundits--Olbermann, Maddow, Matthews, etc.-- "report" the news. This practice blurs the line between news reporting and opinion bloviating--thus, MSNBC's many problems with (liberal) bias.
But what happens to a media outlet that becomes nothing more than the Obama administration's Pravda? It's one thing to snarkily criticize the opposition when they are in the White House, a whole other to gush like cheerleaders once your guy is in in the top spot.
My guess--and I don't think this is much of a stretch--is that people are savvier than Matthews, Olbermann, Maddow, and co. Americans will soon tire of MSNBC's ensconced cheerleaderism and turn to news outlets which don't un-skeptically parrot Obama administration talking points.
—Jacob S. Lybbert is an editorial associate at NewsBusters.
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Comments Policy
The Power of Change...Change my channel that is
January 23, 2009 - 09:18 ET by CapeCodScottMESSNBC is playing to their base, Good luck, Maybe they can look to ScAir America for some other fine "personalities".
www.ScottOnCapeCod.com
"Most men lead lives of quiet desperation"... until they get fed-up enough to finally say something about it!
Ratiings
January 23, 2009 - 09:21 ET by allanfSo how is Olbermann doing against O'Reilly and Van Susteren? Is Maddow beating Hannity and Larry King?
Ratings!
January 23, 2009 - 17:11 ET by blazermaniacNot very well! MSNBC is looking for a friend. I think an intelligent dog can get better ratings that Olberbite & Madcow.
a few suggestions...
January 23, 2009 - 19:10 ET by bpjamMichael Moore?
Fidel Castro? (if he is actually still alive)
Sean Penn?
William Ayers?
Jeremiah Wright?
Tim Robbins?
Dennis Kucinich?
Al Gore?
Terry McAuliffe (after he loses the election in VA)?
Jean Bertrand Aristide? (he speaks English, mostly)
Former French President Jacques Chirac?
Boutros Boutros (Boutros) Galli?
Whoa...wouldn't replacing a
January 23, 2009 - 09:21 ET by taterWhoa...wouldn't replacing a repeat of Countdown hurt Keith's feelings. I mean he probably feels he should have at least 6 hours of programming a day.
That is unless it is someone personally appointed by Keith himself.
www.theholyrosary.org
"There is no problem, I tell you, no matter how difficult it is, that we can not resolve by the prayer of the Holy Rosary." -Sister Lucia
How about that woman who loves American Idol?
January 23, 2009 - 10:30 ET by StarAZShe has kind of a jazzy, loose vibe.
Forgot! This is MSNBC.
Whoever they find, I am sure
January 23, 2009 - 09:31 ET by SeashellWhoever they find, I am sure they will be as thoroughly unwatchable as Chrissy, Keithie, and Madcow
Well...
January 23, 2009 - 09:34 ET by mizflame98They can always see if Randi Rhodes wants her own show since Al Frankin will no longer be available.
Perfect Demotivator for the Obama Administration
http://www.despair.com/government.html
My guess--and I don't think
January 23, 2009 - 09:39 ET by rimskyMy guess--and I don't think this is much of a stretch--is that people are savvier than Matthews, Olbermann, Maddow, and co. Americans will soon tire of MSNBC's ensconced cheerleaderism and turn to news outlets which don't un-skeptically parrot Obama administration talking points.
Wow, I hope you're right here. I don't have the same confidence as you in the millions and millions who voted for BHO. I think they are primed to soak up as much BHO adoration as MSNBC and all the other left leaning msm can dish out. Only severe shock treatment will change that mindset.
If justice prevails in
January 23, 2009 - 10:17 ET by mattmIf justice prevails in Minnesota and Franken's election theft is thwarted by the Court, he'll be available to do a show...
So, according to Phil
January 23, 2009 - 10:21 ET by Trix RabbitSo, according to Phil Griffin, MSNBC needs a third "original" show for its lineup. There is absolutely nothing original on MSNBC, but here's a few suggestions:
1) Begin to comb the local area asylums. There should be more than enough paranoiacs to spout off their conspiracy theories.
2) Beavis and Butthead. They are Shakespearean compared to Tingles and Überdork.
3) Or try this: www.veoh.com/videos/...
Liberal: a power worshipper without power. George Orwell
They can do it right and offer Mark Levine the slot though
January 23, 2009 - 10:22 ET by JTPI don't think they have enough money to get him into the building. Or they can offer it to Ms Kennedy who doesn't need the money and can make as much sense as anyone on there now when she attempts to utter a sentence. You know?
"I need more cowbell!" SNL
This may not be the forum...
January 23, 2009 - 10:29 ET by StarAZBut what is up with that weird guy named Mark who never blinks?
"But what happens to a
January 23, 2009 - 10:34 ET by Chris Norman"But what happens to a media outlet that becomes nothing more than the Obama administration's Pravda?'
MSNBC was the haven for the BDS crowd to seek comfort and reinforcement of their mental illness. With the Dems controlling everything and the GOP cowed and silent, MSNBC won't have anything to do except be just an apologist for the Dems (who will Olbermann and Matthews rail against?) - after awhile, that will get boring for the few who watch it.
The "Mainstream" Media: By liberals. For liberals.
NOT bringing back Abrams, huh?
January 23, 2009 - 10:37 ET by SickofLibsAw, looks like Shuster (of '1599 Baltic Avenue' fame) is missing from the Power of Change team.
Gregory, with the flagship MTP, must be thrilled to be portrayed WAAY in the back behind Olberdouche, who is putting on his best righteous-noble face.
The whole MSNBC lineup is just a revolving circle-jerk of libtards anyway; same guests, same topics, and they are constantly guests on each other's shows.
All they need to do
January 23, 2009 - 11:10 ET by ricklailAll they need to do is go over to Sirius Radio's The Left and get anyone of those hosts. They will fix in with the other two clowns like stink on crap.
Ricky Joe the Plumber
Stephanie Miller
January 23, 2009 - 12:18 ET by Red JeepFit right in. Then MSNBC will have 2 men/2 women...sort of.
You know...since Caroline
January 23, 2009 - 13:13 ET by bigtimerYou know...since Caroline of Camelot wasn't picked as she so well, you know, deserved...msnbc, ought to, you know, ummmm...put her in that...you know, time slot.
Give her a chance....come on!
Why?
January 23, 2009 - 15:07 ET by doug1950Why add another hour that no one watches? Beside who are they going to bash on since GWB has left the building. Them bashing him required no thought so now without him they might actually have to read, research something or do something besides whine and rant about GW. I predict their numbers will drop off even more so where only the camera crews will be watching.
MSNBC Momentum
January 23, 2009 - 15:45 ET by nkviking75“We can’t let this momentum stop,” [Griffen] said.
When I read "momentum" I pictured Wile E. Coyote from the Road Runner cartoons after he had just run off a cliff with an anvil in his arms.
When you put the clowns in charge, don't be surprised when a circus breaks out.
Well, there is always
January 23, 2009 - 16:26 ET by bigtimerWell, there is always Blago...
heard he has already been offered a radio show...may as well go to msnbc....add some excitement.
"MSNBC has begun the search
January 23, 2009 - 17:00 ET by Blazer"MSNBC has begun the search for a personality to fill the currently unfilled 10pm slot."
ahem.......I'll do it.
They can call it "Countdown To Keith's Aneurysm".
"You will never find a more wretched hive of scum and villainy. We must be cautious. "
- Ben Kenobi on Liberals, and the MSM.
" The Cake is a lie."
Oh and by the way,
January 23, 2009 - 17:16 ET by BlazerOh and by the way, Rachel Maddow seems to posses all of the testosterone in that photo.
jus' sayin'.
"You will never find a more wretched hive of scum and villainy. We must be cautious. "
- Ben Kenobi on Liberals, and the MSM.
" The Cake is a lie."
Maddow criticized Obama from the left yesterday
January 24, 2009 - 03:38 ET by Parker1227(I was just channel surfing. Who could stand to watch MSNBC for more than 30-seconds?)
Anyway, Maddow was going on about how the supply route to our troops in Afghanistan had been changed to the same one the Russians once used (during their failed occupation), and how this was an ominous sign of doom.
This can't make Obama happy - who wants to send in 30,000 more troops to get the job done that Bush supposedly neglected by going into Iraq.
Maddow and her far left supporters deny any moral or ethical obligation we might have incurred to both Iraq and Afghanistan after turning them upside-down in our attempt to destroy our enemies and spread democracy and pluralism. The point is to cut and run and live in isolated tolerance of those who want us dead - praying that if we are just nice enough, maybe they will decide to let us live as second class citizens.
Peace at any cost.
Our war with Jihadist Islam is a real war, and a serious war. To try to walk away from it, or to pretend it does not exist, would be an act utter ignorance and would put us all in grave peril.
Allowing the Taliban to win in Afghanistan, or leaving Iraq too soon, or allowing Iran to acquire "the bomb" could turn human history down a path of darkness that would have future generations (if there are any) cursing our cowardice and stupidity.
What momentum? If this
January 24, 2009 - 04:27 ET by RR GOPWhat momentum?
If this network didn't have "NBC" built into their name they would have gone under by now. Brand recognition for the Baby Boomers and blue hairs I suppose.
One of the 24% who thinks George W. Bush was a great President. One of the 89% who wants to bring back the stock and pillory.