September 08, 2008 07:21 PM UTC

Back to REAL Journalism (Poll Follows)

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• by: Western Way

Apparently MSNBC has decided to drop commentators Keith Olbermann and Chris Matthews from the anchor chairs for their election coverage the fall.  The New York Times reports:

MSNBC Takes Incendiary Hosts From Anchor Seat

By BRIAN STELTER

Published: September 7, 2008

MSNBC tried a bold experiment this year by putting two politically incendiary hosts, Keith Olbermann and Chris Matthews, in the anchor chair to lead the cable news channel’s coverage of the election.

That experiment appears to be over.

After months of accusations of political bias and simmering animosity between MSNBC and its parent network NBC, the channel decided over the weekend that the NBC News correspondent and MSNBC host David Gregory would anchor news coverage of the coming debates and election night. Mr. Olbermann and Mr. Matthews will remain as analysts during the coverage.

The change – which comes in the home stretch of the long election cycle – is a direct result of tensions associated with the channel’s perceived shift to the political left.

“The most disappointing shift is to see the partisan attitude move from prime time into what’s supposed to be straight news programming,” said Davidson Goldin, formerly the editorial director of MSNBC and a co-founder of the reputation management firm DolceGoldin.

Executives at the channel’s parent company, NBC Universal, had high hopes for MSNBC’s coverage of the political conventions. Instead, the coverage frequently descended into on-air squabbles between the anchors, embarrassing some workers at NBC’s news division, and quite possibly alienating viewers. Although MSNBC nearly doubled its total audience compared with the 2004 conventions, its competitive position did not improve, as it remained in last place among the broadcast and cable news networks. In prime time, the channel averaged 2.2 million viewers during the Democratic convention and 1.7 million viewers during the Republican convention.

In interviews, 10 current and former staff members said that long-simmering tensions between MSNBC and NBC reached a boiling point during the conventions. “MSNBC is behaving like a heroin addict,” one senior staff member observed. “They’re living from fix to fix and swearing they’ll go into rehab the next week.”

The employee, like others, spoke on condition of anonymity because the network does not permit it people to speak to the media without authorization. (The New York Times and NBC News have a content-sharing arrangement exclusively for political coverage.)

Mr. Olbermann, a 49-year-old former sportscaster, has become the face of the more aggressive MSNBC, and the lightning rod for much of the criticism. His program “Countdown,” now a liberal institution, was created by Mr. Olbermann in 2003 but it found its voice in his gnawing dissent regarding the Bush administration, often in the form of “special comment” segments.

As Mr. Olbermann raised his voice, his ratings rose as well, and he now reaches more than one million viewers a night, a higher television rating than any other show in the troubled 12-year history of the network. As a result, his identity largely defines MSNBC. “They have banked the entirety of the network on Keith Olbermann,” one employee said.

In January, Mr. Olbermann and Mr. Matthews, the host of “Hardball,” began co-anchoring primary night coverage, drawing an audience that enjoyed the pair’s “SportsCenter”-style show. While some critics argued that the assignment was akin to having the Fox News commentator Bill O’Reilly anchor on election night – something that has never happened – MSNBC insisted that Mr. Olbermann knew the difference between news and commentary.

But in the past two weeks, that line has been blurred. On the final night of the Republican convention, after MSNBC televised the party’s video “tribute to the victims of 9/11,” including graphic footage of the World Trade Center attacks, Mr. Olbermann abruptly took off his journalistic hat.

“I’m sorry, it’s necessary to say this,” he began. After saying that the video had exploited the memories of the dead, he directly apologized to viewers who were offended. Then, sounding like a network executive, he said it was “probably not appropriate to be shown.”

Tom Brokaw and Brian Williams, the past and present anchors of “NBC Nightly News,” have told friends and colleagues that they are finding it tougher and tougher to defend the cable arm of the news division, even while they anchored daytime hours of convention coverage on MSNBC and contributed commentary each evening.

Mr. Williams did not respond to a request for comment and Mr. Brokaw declined to comment. At a panel discussion in Denver, Mr. Brokaw acknowledged that Mr. Olbermann and Mr. Matthews had “gone too far” at times, but emphasized they were “not the only voices” on MSNBC, according to The Washington Post.

Al Hunt, the executive Washington bureau chief of Bloomberg News, said that the entire news division was being singled out by Republicans because of the work of partisans like Mr. Olbermann. “To go and tar the whole news network and Brokaw and Mitchell is grossly unfair,” he said, referring to the NBC correspondent Andrea Mitchell.

Some tensions have spilled out on-screen. On the first night in Denver, as the fellow MSNBC host Joe Scarborough talked about the resurgence of the McCain campaign, Mr. Olbermann dismissed it by saying: “Jesus, Joe, why don’t you get a shovel?”

The following night, Mr. Olbermann and his co-anchor for convention coverage, Mr. Matthews, had their own squabble after Mr. Olbermann observed that Mr. Matthews had talked too long.

As someone who used to be a huge fan of MSNBC I applaud this move.  During the 2000 Presidential Campaign MSNBC was by far the most balanced and dispassionate of the cable news agencies.  But since then and especially following the departure of Brian Williams, the channel has been in a free-fall in regards to journalistic integrity.  Don’t get me wrong commentary definitely has its place and needs to be provided (i.e. there should be no fairness doctrine), but that doesn’t mean that the likes of Keith Olbermann or someone of equally strong opinions on the right should be masquerading as a “news anchor.”  

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