MSNBC Daytime Programming Becoming an Embarrassment?

MSNBC has in recent times become a story of two networks.  Its primetime programming seems to be holding its own very well in the ratings, however its daytime programming is suffering at an embarrassing level.  MSNBC's two main daytime programmes, Morning Meeting with former CNBC presenter Dylan Ratigan, came fifth in November, behind, you guessed it, CNBC.  Dr. Nancy  in the midday slot also took a battering, also landing in fifth place.  What makes it worse, is that according to the numbers, it wasn't a closely contested fifth place either, they were fifth by some margin. 

It wasn't much better reading for the afternoon programming either, which did comparably as bad.  Andrea Mitchell Reports rated at 64,000 in the 25-54 demographic.  Compare that to Fox News' 255,000 in the same time slot and demo, and you can quickly see where the problems are.

Inside Cable News didn't hold back on putting the boot in, saying;

I’d heard in the past from insiders that it was generally understood, though never directly spoken, that the highest levels at 30 Rock felt that MSNBC dayside’s purpose was essentially to “not suck”; that making gains and strengthening the newscast was not the goal. Holding its own, not faltering, and not being an embarrassment was. Well, given these numbers one would have to say that a change in the gameplan is in order because things are decidedly worse now than they used to be and a fifth place finish in Total Viewers and Demo viewers, behind even CNBC, is an embarrassment that the news division did not want to see happen.

I think it’s a safe bet that changes are coming. Major changes. But will the changes be superficial (talent, graphics, etc.) or substantive (change in focus, editorial policy, infrastructure, management)? That’s the $64,000 question.

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