Lloyd Grove today writes up on the rumor that Rita Cosby’s new show will debut at 11 pm on MSNBC. He does break new ground on when the show will start as the original press release said “Fourth Quarter” and next month is anything but “Fourth Quarter”
When her still- untitled show debuts the first or second week of next month, it will be at 11 p.m. - when Fox News and CNN are airing Bill O’Reilly and Lou Dobbs reruns, respectively.
ICN has trouble buying in to the viability of an 11 pm slot for the following reasons…
1) It interferes with NBC affiliates’ local news on the East Coast.
2) It undercuts The Tonight Show in the East Coast. Imus is on MSNBC because NBC didn’t want hard news going up against Today on the East Coast. ICN can’t see why NBC would want to undercut The Tonight Show by putting fresh live programming up against it on one of its other networks.
3) It throws the West Coast’s prime time into dissaray by shoving everything back an hour. Scarborough Country would go on at Midnight West Coast Time under this new scenario.
4) ICN thought Rita wanted a Prime Time show….?
It could happen that way but ICN believes it would be problematic for MSNBC. If it was as simple as opening up 11 pm as MSNBC is rumored to be doing, FOX could have done so if they thought 11 pm worked as a timeslot in order to keep Rita with them. It didn’t do that though.
UPDATE: Somehow I left the link off this morning. That’s been fixed now.