MSNBC tried a bold experiment this year by putting two politically incendiary hosts, Keith Olbermann and Chris Matthews, in the anchor chair to lead the cable news channel’s coverage of the election.
That experiment appears to be over.
After months of accusations of political bias and simmering animosity between MSNBC and its parent network NBC, the channel decided over the weekend that the NBC News correspondent and MSNBC host David Gregory would anchor news coverage of the coming debates and election night. Mr. Olbermann and Mr. Matthews will remain as analysts during the coverage.
The change — which comes in the home stretch of the long election cycle — is a direct result of tensions associated with the channel’s perceived shift to the political left.
“The most disappointing shift is to see the partisan attitude move from prime time into what’s supposed to be straight news programming,” said Davidson Goldin, formerly the editorial director of MSNBC and a co-founder of the reputation management firm DolceGoldin.
Executives at the channel’s parent company, NBC Universal, had high hopes for MSNBC’s coverage of the political conventions. Instead, the coverage frequently descended into on-air squabbles between the anchors, embarrassing some workers at NBC’s news division, and quite possibly alienating viewers. Although MSNBC nearly doubled its total audience compared with the 2004 conventions, its competitive position did not improve, as it remained in last place among the broadcast and cable news networks. In prime time, the channel averaged 2.2 million viewers during the Democratic convention and 1.7 million viewers during the Republican convention.
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The McCain campaign has filed letters of complaint to the news division about its coverage and openly tied MSNBC to it. Tension between the network and the campaign hit an apex the day Mr. McCain announced Gov. Sarah Palin as his running mate. MSNBC had reported Friday morning that Ms. Palin’s plane was enroute to the announcement and she was likely the pick. But McCain campaign officials warned the network off, with one official going so far as to say that all of the candidates on the short list were on their way — which MSNBC then reported.
“The fact that it was reported in real time was very embarrassing,” said a senior MSNBC official. “We were told, ‘No, it’s not Sarah Palin and you don’t know who it is.’ ”
Tom Brokaw and Brian Williams, the past and present anchors of “NBC Nightly News,” have told friends and colleagues that they are finding it tougher and tougher to defend the cable arm of the news division, even while they anchored daytime hours of convention coverage on MSNBC and contributed commentary each evening.
Mr. Williams did not respond to a request for comment and Mr. Brokaw declined to comment. At a panel discussion in Denver, Mr. Brokaw acknowledged that Mr. Olbermann and Mr. Matthews had “gone too far” at times, but emphasized they were “not the only voices” on MSNBC, according to The Washington Post.
Al Hunt, the executive Washington bureau chief of Bloomberg News, said that the entire news division was being singled out by Republicans because of the work of partisans like Mr. Olbermann. “To go and tar the whole news network and Brokaw and Mitchell is grossly unfair,” he said, referring to the NBC correspondent Andrea Mitchell.
"Incendiary"??? You're damn right. How can you NOT be incendiary when we see a 72-year-old man with a history of anger management issues, a complete lack of insight into foreigh policy OR economic affairs, whose ONLY claim to the presidency is a sense of entitlement that he was shot down over Vietnam 40 years ago and held captive -- as if he were the ONLY one with this experience, demanding a free pass from the media because he was a POW? How can you NOT be incendiary when an obvious theocrat who is lauded for spewing hate-filled bile at her party's convention is hailed as the Republican Party's newest rock star because she popped five kids and some American men think they'd like to nail her?
And all this is happening as Rachel Maddow prepares to debut her new show tonight. Who knows what kind of muzzle they're going to put on her?
And why IS everyone so frightened of the Republicans anyway? Is it because the election is already fixed and they don't want to get on the bad side of the New American Authoritarian Theocracy?
A free press is the hallmark of a free society. When the campaign of a presidential candidate can make a few phone calls and get an entire network to try to silence its public faces, then our relentless march towards a propaganda-driven dictatorship is all but complete.
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