MSNBC staffers are hitting the panic button after parent company Comcast dropped a bombshell: the left-leaning network will be spun off into a new company called “SpinCo.” No, you can’t make that name up—it’s almost too perfect for a network that has been spinning stories for years. But this time, it’s not just the news that’s spinning—it’s the network itself, and it’s looking more like a freefall than a graceful pivot.
Comcast’s announcement sent shockwaves through MSNBC’s 30 Rock headquarters, with even big-name stars like Rachel Maddow, Chris Jansing, and Katy Tur scrambling for answers. A tense 10 a.m. meeting with NBCUniversal chairman Mark Lazarus did little to calm the waters. Questions flew about layoffs, branding changes, and whether the network would have to rebuild its newsgathering operations “from scratch” if cut off from NBC News.
Lazarus compared SpinCo to a “well-funded start-up,” which is about as comforting as calling the Titanic a “well-fortified cruise.” Sure, there’s $7 billion in annual revenue, but what’s a shiny balance sheet when your viewership is plunging, and your identity might need a total rebrand? Maddow and Tur tried to keep things optimistic, but their nervous gratitude sounded more like forced cheer at a sinking ship’s farewell party.
The real kicker? MSNBC’s ratings are in a death spiral. Since Donald Trump defeated Kamala Harris on Election Day, the network’s primetime audience has dropped a jaw-dropping 53%, with an overall viewership decline of 39%. Compare that to Fox News, which saw its audience grow 38% during the same period, and it’s clear who’s winning the post-election news war.
The clock is ticking. TV ratings plunge at MSNBC. It’s only a matter of time before racist bigot Joy Reid is shown the door. And there is panic in the hen house at The View as ABC brass scramble to bring in more pro-Trump voices. pic.twitter.com/qRJlVxtOpl
— Saint James Hartline (@JamesHartline) November 13, 2024
But it’s not just MSNBC feeling the heat—cable news across the board is grappling with the cord-cutting epidemic as viewers flee to streaming. Yet somehow, Fox News continues to thrive, proving that offering compelling content still works. Meanwhile, MSNBC is stuck peddling the same tired anti-Trump narratives to a dwindling audience that seems as exhausted as the network’s hosts.
Adding to the chaos is the uncertainty about MSNBC’s separation from NBC News. Much of MSNBC’s daytime programming relies on NBC correspondents and reporting, which could vanish post-spin-off. Employees are already fretting about how the network will manage its coverage and whether they’ll need to build verification units from scratch. Considering MSNBC’s track record on “news verification,” maybe that’s not the worst idea.
The harsh reality is that MSNBC, long a safe space for liberal outrage, is now fighting for survival. Layoffs seem inevitable, rebranding looms, and staffers are left to wonder what a post-NBC News MSNBC even looks like. For viewers, the answer might be not much.
While Comcast CEO Brian Roberts tried to paint SpinCo as a fresh start with plenty of financial resources, it’s hard not to see this as a calculated move to cut losses. For Comcast, shedding MSNBC’s baggage might be a savvy business decision. For MSNBC, it’s a crisis of identity.
The irony, of course, is that as MSNBC flounders, Fox News continues to dominate. Maybe MSNBC should take a cue from its rival: less spin, more substance. But let’s not hold our breath.
