Over the last several months, it has become pretty clear that when it comes to ratings, MSNBC struggles during breaking news events, while CNN and Fox both receive boosts. In an interview with the New York Times this morning, MSNBC chief Phil Griffin essentially conceded the “breaking news” mantle to the other networks, telling viewers that his network is not focused on that sort of coverage.
In what seems like a stunning admission, Griffin said: “We’re not the place for that,” he said of breaking news. “Our brand is not that.”
Instead, he explained, MSNBC’s bread and butter is progressive political talk and analysis. While this may be true, the stable of NBC News correspondents who work so hard to break news on MSNBC, and often do it very well, can’t be happy that Griffin appears to be diminishing or even throwing in the towel on their important work and coverage.
When asked about this as a long term strategy Griffin noted that Fox had its lowest quarter in a decade and CNN’s not yet out of the ratings gutter entirely. “Let’s not be so myopic as to think the whole world has changed,” he said.
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