Movies

What the Comcast cable network spinoff means for MSNBC and NBC News

BBG News

What the Comcast cable network spinoff means for MSNBC and NBC News

As a seasoned cinephile with over three decades of television viewing under my belt, I’ve witnessed the rise and fall of many networks, but none quite like MSNBC. I remember when it first launched, the excitement was palpable, the internet was still fresh and new, and MSNBC promised to bring us closer than ever before. Fast forward to today, and it seems that the very technology they once embraced is now their undoing.

In 1996, MSNBC was debuted by NBC with the tagline “It’s Time to Connect,” reflecting the significant impact the internet was starting to have on the media landscape. At that time, Microsoft, one of the channel’s co-owners, integrated web culture into its broadcast content.

Currently, MSNBC is experiencing significant changes due to the technology it initially championed – streaming video. This medium now makes up almost half of all TV viewing time, as per Nielsen’s data. The decrease in traditional pay-TV has led Comcast to reorganize MSNBC (along with networks like CNBC and E!) by transferring them into a separate company. This new entity will serve as a kind of storage for cable channels.

The formal announcement made on Wednesday indicates that MSNBC will now belong to a distinct company apart from its original parent NBC News, marking the end of a period characterized by occasional tension between the two.

The new spinoff, worth approximately $7 billion, is not likely to be finalized immediately. Instead, it’s estimated that this process could take around a year. After the spinoff, NBC News will still supply news-gathering resources to MSNBC.

Nevertheless, this agreement casts doubt on the future trajectory of MSNBC, a network known for its liberal leanings. On occasions when it competes against CNN, a more centrist channel, during significant events like Election Night, MSNBC has come out on top in ratings.

Mark Lazarus, NBCUniversal Group Chairman, expressed uncertainty on Thursday during a meeting with MSNBC staff about how the new split-off company might impact the channel’s name and emblem, the well-known multi-colored NBC peacock.

Back in 2005, when NBC took over Microsoft’s share of our network, there was a moment of consideration to rebrand, as “MS” stood for Microsoft in MSNBC. However, we ultimately decided against it since the name had deeply rooted itself within the TV news landscape.

A significant marketing effort would be necessary to alter the name from MSNBC, given the established base of elderly viewers who have formed habits around it. This age group, often above 70 years old, might be hesitant to trust a new, unfamiliar brand.

The offshoot might lead to an escalation in wages for talent, a topic currently under discussion among all TV news outlets grappling with declining viewership and dwindling audiences.

In 2021, NBCUniversal secured a significant agreement with their prominent host, Rachel Maddow, estimated to be worth $30 million annually. As part of this deal, Maddow has reduced her weekly work on MSNBC to one day, and she’ll also be involved in creating films, documentaries, and podcasts for the corporation. The specifics of how this multifaceted role will function under the new structure is a challenge that the company will need to address.

During its initial phases, MSNBC functioned as a nurturing platform for upcoming NBC News personnel. Notable figures like Brian Williams and Lester Holt gained extensive experience in managing live news broadcasts on cable networks prior to their ascension to the anchor position for “NBC Nightly News.” Many correspondents, such as Savannah Guthrie, who later became a regular on NBC’s “Today,” sharpened their abilities through frequent appearances on this channel.

As a dedicated viewer, I’ve always felt that MSNBC provided a constant stream of NBC News updates, setting it apart from rivals CBS and ABC. However, for quite some time, it struggled to match the edge CNN held as the primary choice for cable news enthusiasts.

Over time, MSNBC began emulating the strategy of Fox News, the leader in cable news ratings, which thrived by incorporating conservative viewpoints. In 2008, Keith Olbermann emerged as a prime-time sensation on MSNBC by openly challenging Bill O’Reilly, who was then a prominent figure at Fox News.

While the scuffling got attention, the push into liberal political commentary caused tensions among the more traditional-minded journalists at NBC News.

Jonathan Wald, a seasoned TV news producer and former high-ranking executive at MSNBC, noted that MSNBC often acted independently, stirring up controversy like a lone wolf does,” or

However, the equation proved effective. The platform gained even more traction following Donald Trump’s emergence as a potential Republican presidential candidate in 2015, who disrupted traditional political norms. Once he was elected, MSNBC became a preferred destination for viewers who opposed his policies and conduct.

In prime time, Maddow rose to prominence as a standout figure. The unexpected rise of Trump into office brought previously unknown Republican opponents like Nicolle Wallace, a former White House communications director during George W. Bush’s term, into the spotlight.

With MSNBC growing as a preferred platform for progressive audiences, some viewers started to dismiss the impartial reporting style of NBC News journalists like Chuck Todd and Andrea Mitchell, who were also featured on the channel.

In 2022, Todd’s show, “Meet the Press Daily,” was taken off air from MSNBC. After spending 16 years as a midday anchor on MSNBC, Mitchell is set to resume his role as a correspondent for NBC News at the end of this year.

Previously this year, MSNBC hosts openly criticized NBC News leadership on-air over their intent to employ former Republican National Committee chair Ronna McDaniel. This uncommon open criticism led NBC News management to abandon the hiring plan.

As NBC News Now went live, MSNBC’s role as a 24-hour news service began to overlap, making it less necessary within the network.

Read More

2024-11-21 03:31

Previous post Leonard Nimoy’s family didn’t want him to play Spock, says Susan Bay Nimoy
Next post I’m A Celebrity star is shock millionaire and earns almost as much as campmate Coleen Rooney