Yesterday I noted MSNBC’s format change from Noon to 4 pm ET and how it was more or less a carbon copy of Headline News, though I’m sure MSNBC and NBC News Executives would vigorously deny or reject any direct comparisons. I was rushed yesterday when writing it up because the Blogsome servers have been really bad the past few days as they’re migrating to a distributed system so I didn’t really take time to say why I think this format is a bad move in a way that accurately expresses my points…

The fundamental issue here, as it has been since MSNBC’s beginning, is a question of purpose. What is MSNBC’s purpose? Is it a news channel? Is it a headline channel? Is it a talk channel? Is it to compete with CNN and FNC? Is it to compete with HLN? Therein lies the problem because MSNBC is sending mixed signals.

On the one hand, MSNBC compares itself to HLN by saying that their headlines are “fresher”. On the other hand, MSNBC compares itself to CNN and FNC by talking about its world wide news gathering operation and comparing its primetime shows to CNN and FNC’s primetime shows (and quickly rushing out a TV spot any time one of its shows beats the competition in the ratings).

Because the question of what MSNBC’s purpose is suposed to be is an open one, I have to choose which of the possible and competing purposes that MSNBC manifests is the correct one. I have decided that the most consistent and longest held purpose for MSNBC’s existence is the delivery of news that competes with CNN and FNC.

So when I see something which undercuts what I consider to be MSNBC’s overriding purpose, I see a problem. And this new format does undercut that purpose because it abandons the afternoon news cycle to headlines and regurgitation, leaving the playing field for CNN and FNC. Viewers who want to get beyond the headlines will not be watching MSNBC. They’ll be watching CNN and FNC.

It is likely that this new format is a cost cutting move. Elimintating interviews and analysts and falling back to a rigid, bland, wheel format that regurgitates canned stories will certainly reduce costs. But, while NBC News’ budget cuts are well known and it’s hard to argue the notion that when you’re faced with a revenue shortfall you gotta cut something, the fact is that MSNBC is taking on new expenses with two new shows (Mary and Connie and the new Crowley show on weekdays) and expanding live news on weekends while cutting back on news on weekdays when more news is made and more people are watching.

That just doesn’t make sense to me. You concentrate, not dissapate. If you have to cut back you cut back where it will do the least amount of damage. Cutting back on a core function of MSNBC on weekdays so that you can float expanded weekend programming seems counterproductive to me. Yes, I’m sure the executives will have all sorts of reasons why this is a good move and how this is the way to go. But I’m not buying it. The purpose of a news channel that competes with CNN and FNC is to deliver news and analysis, not headlines in a wheel format.