ICN is hearing that MSNBC is mulling a programming change in daytime. The change would be a repeat of the previous Countdown with Keith Olbermann airing after Imus In The Morning at 9am ET instead of live news. Live News (MSNBC Live) would now begin at 10 am ET.
It’s bad enough that MSNBC can’t compete directly with FNC and CNN in the mornings with live news because Imus is on. To delay the start of live news to 10 am further undermines MSNBC’s credibility as a cable news network. The only reason I could see this happening is as another budget cutting move; brought on by NBC Entertainment’s dive in the ratings and resultant loss of advertising revenue. And there have been plenty of those cuts at MSNBC already. We’re long past the “trimming the fat” stage at MSNBC. Now the marrow is getting gutted.
I guess we’ll find out whether this is for real or not pretty quickly.
UPDATE: It’s for real. It was announced this morning in an internal memo from Rick Kaplan.
UPDATE 2: Re-wrote the first paragraph because it was overly meandering to read the way it was originally written.