With new chief on board, MSNBC needs an identity

[RamboLiberal]

http://channels.netscape.com/ns/news/story.jsp?id=2004022322190002722339&dt=20040223221900&w=RTR&coview=

Rick Kaplan has certainly learned a thing or two during his 30-year trek through the television news wars.

Upon taking over the reins at MSNBC last week, Kaplan, a veteran of ABC News and CNN, stated unequivocally that NBC's ratings-challenged cable news channel needs stability after years of turmoil and incessant shifts in its programming strategy.

Politically, Kaplan made all the right noises and soothed an anxious staff. By wisely bringing in a respected name, NBC president Neal Shapiro hired someone with the clout to have his way at 30 Rock. It's understood that recruiting Kaplan to replace Erik Sorenson as MSNBC chief was an idea championed by Shapiro, who previously worked with Kaplan at ABC News. Shapiro's new boss, NBC Entertainment News and Cable group president Jeff Zucker is said to have given his blessing but made it clear that Shapiro is on the hook to deliver results from this latest shakeup at the 6-year-old channel.

While stability seems the prudent choice today, few believe Kaplan will stay patient if ratings remain weak. For now, MSNBC appears to have at least stopped the bleeding. Among adults 25-54, it has made inroads on CNN in primetime. There's a good story brewing at 7 p.m. ET, where Chris Matthews' "Hardball" has trailed CNN's new "Anderson Cooper 360" by 22,000 viewers this month, compared with 168,000 in December.

<snip>

Skeptics say MSNBC has nowhere to maneuver, but there is a huge, ignored niche: the 90 million minority population that is practically voiceless on the all-news channels.

Why not find a dynamic host to address cultural, political, social and economic issues of importance in an increasingly multicultural society?

[KissMyAsscroft]

1. Watch....

They will try and find a right wing minority wingnut to put on...I bet any amount of money...some insane, gangtsered out Bush loving wacko...

[smiley_glad_hands]

2. They've already got that---Scarborough---

and it doesn't work. If were more to the left---they would be able to go after CNN better. On edit i realize you wrote "minority"--obviously Joe isn't a minority--My bad.

[LiviaOlivia]

3. Rick Kaplan hired Don Imus

for that now infamous "speech" about Clinton at Washington press

corps dinner('98?) while Pres. Clinton was seated next to the podium.

Clinton took that shit like a gentleman. Kaplan knew of the content

of Imus's speech beforehand and approved it.