For many years, MSNBC has established itself as the voice of the radical left. It has been less devoted to journalism than it has been to political bias propaganda. Still, it had a following. Some folks believed in propaganda because they never heard alternative information or opinions. That is the purpose of propaganda – to only present one view and disinformation — and block, censor or cancel opposing information and views. At one time, MSNBC went so far as to announce its intention to NOT cover Trump speeches. (How much more authoritarian can they get?)
MSNBC essentially stuck with that policy throughout the campaign. That was alluded to when Mika Brzezinski explained that her and Joe Scarborough’s meeting with President Trump at Mar-a-Lago was to begin talking WITH him and not “just about him.”
While I have occasionally referred to CNN as left-leaning and FOX as right-leaning, they both gave voice to people with opposing philosophies and opinions. Not MSNBC. The Peacock network’s panels had so-called “Republican” strategists and contributors, but only false flaggers who were in line with MSNBC’s far left anti-Trump, anti-Republican and anti-conservative programming.
I have also pointed out in the past that left-wing media does not sell well with the center-right American public. We have ample evidence of that. The failure of the leftist Air America Network. The failure of the short-lived cable television show featuring former Democrat governors Mario Cuomo (New York) and Ann Richards (Texas), The failed effort to resurrect the old Phil Donohue Show.
There have been innumerable efforts by the left to gain footing in talk radio, but it remains the domain of conservative hosts. We saw that phenomenon graphically when former Congressman and right-wing talk show host flipped to the other side. His radio show crashed — and he is now one of those “contributors” on MSNBC.
With all that history, it should come as no surprise that MSNBC and CNN combined do not have the viewership of FOX News. No number of attacks on FOX from the more liberal media outlets has put a dent into their lead.
The once dominant CNN has been in slow decline for years. Periodic shake-ups have not worked – largely because they continued to lean too far to the left. They dropped Chris Cuomo and Don Lemon only to replace them with Abby Phillip and Laura Coates. They dropped John Berman and Brianna Keilar from the morning show only to bring Berman back with co-hosts manifesting the same philosophy. They dumped media critic Brian Stetler and then brought him back. All differences without a distinction. CNN seems destined to languish in the doldrums of their third place among the cable news networks.
Then there is MSNBC.
The uber left network has been holding its own in a distant second place behind FOX. How MSNBC may wind up relative to CNN is uncertain. But they are currently in an even more distant second place following Trump’s election to a second term.
MSNBC’s prime hold on the all-important 25 to 54-year-old demographic group did not just decline – the bottom fell out. One television pundit noted that the loss was coming from left-wing views. That should not be surprising since it comprises virtually the entire MSNBC audience. Viewer outrage stems from a realization that they have been betrayed by disinformation and jaded analyses – at least that is the claim of those who have abruptly canceled MSNBC. Others simply are tired of hearing nothing but exaggerated attacks and specious analyses.
MSNBC’s left-wing audience was also outraged by the visit to Mar-a-Lago by “Morning Joe” hosts Joe Scarborough and Mika Brzezinski. Even their cohorts at MSNBC expressed public disdain – some, such as Washington Post’s Jennifer Rubin, calling for the show to be boycotted. (Covered in more detail in a previous commentary.)
Depending on which rating service you look at, MSNBC’s prime time ratings suffered a precipitous drop in prime time ratings from 48 to 54 percent – with a 38 percent drop in overall ratings. (FOX experienced a 41 percent increase in that time frame.) That is HUGE!! In fact, MSNBC’s rating from the week following the election was the worst in 25 years.
But … according to Sharon Waxman of “The Wrap” – who interviewed a number of MSNBC executives – the feeling inside the network is that the MSNBC brand is okay. One executive she interviewed said, “It was anticipated that (ratings) would drop after the election because of the cyclical nature of the event. That was not a surprise. And then they come back.”
In reality, the MSNBC decline is the sort of drop that should see a lot of soul searching — a total revamping of the daily lineup. Heads should be rolling – including top management, the behind-the-scenes producers and writers and the on-camera personalities. There are hints that some changes may be made. Scarborough and Brzezinski both joked about being fired. Rachel Maddow is reported to have had her $30 million compensation package cut by more than 10 percent. But so far, no announcements about possible major changes – except one.
The ratings crash understandably raises questions about the future of MSNBC as a viable news outlet. That question appears to have entered the minds of the folks at Comcast, who own NBCUniversal … which, in turn, owns MSNBC. Apparently, Comcast has decided to cut bait rather than fish. It has been reported that MSNBC (and CNBC) will be spun off to a free standing company called SpinCo. (What? Who names the news network SpinCo? You just cannot make this stuff up.) It is estimated that the new company will have $7 billion in revenues. Not great, but it would also shed $2.5 billion in EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization).
But who will actually own the new company? That is where things get interesting. Among those who have expressed interest is … Elon Musk. That may not happen, but the very thought is enough to have the staff at MSNBC in a high state of apoplexy.
The pursuit of SpinCo is a billionaires’ game – and several are reported to be looking at the deal. Brian Stelter says Comcast has been contacted by “more than one benevolent billionaire with liberal bona fides.” It is not clear whether Stelter is speaking from knowledge or from Musk anxiety. If Musk enters the bidding, as the richest man in the world, has the most access to money.
It appears that there will not be an MSNBC in the future – and what will emerge is yet to be determined. No matter how you look at it, however, MSNBC is in trouble.
So, there ‘tis.
