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MSNBC finally found to place to put Keith Olbermann's ratings-black-hole-of-a-show where it will actually be an improvement in their current line up. Repeats of Countdown will begin airing next week in the "coveted" 9:00 AM - 10:00 AM ET time slot. Eternal optimist and MSNBC President Rick Kaplan writes "we're going to give our morning viewers a chance to sample a program they may not have had the opportunity to watch" as if MSNBC has morning viewers. I'm pretty sure McEnroe got bigger numbers on CNBC than MSNBC gets in that time slot and his show usually "scratched".
Long-time MSNBC watchers know that a trip to the dayside lineup is usually the death knell for a show and with less than a year to go on his contract that can be seen, at best, as either a desperate attempt to advertise the show or, as ICN noted, a pure cost cutting move.
Here's the details...
Inside Cable News is reporting that MSNBC Rick Kaplan has made it official:
Starting next week MSNBC will be switching Live and Direct and Scarborough Country's timeslots. Also, the Countdown re-airing is happening starting next Tuesday. Rick Kaplan sent out an internal memo this morning announcing both move...
I'm happy to share with you some news about a primetime schedule adjustment we're going to make beginning next Monday. Rita and Joe are going to switch timeslots. Joe will move an hour earlier to 9pm and Rita will take his place at 10pm. Both Rita and Joe have great programs built around their unique personalities and this change will support their continued growth. Weâ€™ve had a lot of ratings growth this year with Chris and Keith and I'm confident that this change will improve our audience flow and allow us to extend that momentum to the second half of primetime. Tucker will continue to round out our primetime lineup at 11pm.
Also, beginning next Tuesday, we're going to give our morning viewers a chance to sample a program they may not have had the opportunity to watch. Countdown will get an additional re-air at 9am on weekdays. It is, after all, a program about "the stories you'll be talking about tomorrow," so it should be a natural fit."
that's a stretch.
ICN had some thoughts before it became official:
Iâ€™m skeptical of this story because on so many levels this is a bad idea that it makes the likelihood of this happening seem too remote to contemplate. Itâ€™s bad enough that MSNBC canâ€™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 underminesMSNBCâ€™s credibility as a cable news network. The only reason I could
see this happening is as another budget cutting move; spurned on by NBC Entertainmentâ€™s dive in the ratings and resultant loss of advertising revenue. And there have been plenty of those cuts at MSNBC already. Weâ€™re long past the â€œtrimming the fatâ€? stage at MSNBC. Now the marrow is getting gutted.