MSNBC's New Strategy: "Go For Boring. That's All We Care About Right Now"

New York Observer:

While questions lingered, MSNBC staffers thought back to the previous Friday, when, in retrospect, it should have clear that some change was afoot. According to one network source, on Friday, Sept. 5, on the heels of Mr. Olbermann' impromptu criticism of a RNC video about the Sept. 11 attacks, MSNBC managers began spreading the word among staff, producers, reporters, and anchors of a new set of marching orders. For the previous four days, the McCain surrogates had been busy pounding the media for bias against their candidate, and many in TV news were feeling defensive. One week earlier, on Friday, Aug. 29, during a breaking news segment about Sarah Palin's nomination as Senator McCain's vice presidential candidate, MSNBC producers had run a graphic at the bottom of the screen asking, "How many houses does Palin add to the Republican ticket?"

Now word was spreading at MSNBC day side: Edge was out, caution was in. "Every day-side anchor, every producer, everybody was told the word on high is that no more edge," said our source. "Be especially careful not to inject any sort of opinion or ridicule or anything like that. Play it straight down the middle. If you say something is not true, you have to say who's claiming that it's not true. The managers were saying, 'Go for boring. That's all we care about right now, be boring.'"

Over the past two weeks, during its round-the-clock coverage of the Democratic and Republican national conventions, the cable news network had been anything but boring.

Read the whole story: New York Observer

Comments

[tsummers]

I really miss Tim Russert, he stuck with the issues. Gregory was never as one sided as he is now, when Tim was here. He gives off subliminal messages that he is either Republican or just Obama. If they remove Keith and Chris from the presidential commentary they should not allow Gregory... I will have to watch another network...

[mi]

They could have given this to Rachel Maddow, she would do
a masterful job, as usual.

[DieHardObamaSupporter]

The rethugs have scared them shatless. I noticed it last night while watching C.h.r.i.s. I hardly recognized him.

[vulvina]

he's rather a d im bul b, and certainly boring. i will no longer watch.

[OhioJan]

Then, why was Chris Matthews allowed to say on "The Rachel Maddow Show" last night that he will NOT insult McCain because of this superHuman military service and because he had met him several times previously - pretty much saying that he was "PARTIAL/PARTISAN" to any & all Mc-bashing? So much for "middle of the road".

MSNBC has lost MY viewership - other than for Keith Olberman & Rachel Maddow's shows. I even skipped Dummass Gregory's "debate coverage" last night, and went with CSPAN.

Good move there, MSNBC, you wanted to reside ETERNALLY at the bottom of the ratingsscale, now you WILL!!!

[liberalsrheros]

lol, the old guard of nbc(brokaw) want to remake msnbc is their likeness. network news failed on networks it'll fail on cable. on top of that the network won't bring anything to msnbc they really need, more, better, honest investigative reporting. they want to take opinion out of the only thing msnbc had going for it when it was finally finding a voice and audience with KO.

[Manx]

David Gregory does boring very well.

[Abycat]

I'm dissapointed in MSNBC's apparent cave in. There are only a few media sources willing to point out the failings of the Bush Administration. Hardly anyone is voicing opposition to McCain's Rovian campaign. As long as Fox and CNN continue to laud the Republicans and overlook their numerous failings, Olberman should rule.

[kallopolis]

There is a difference between being critical and being biased.

We need critical, incisive reporting. Not biased bulls***.

[filmophile75]

This is an enormous mistake, and a near fatal blow to finally allowing the American public to hear some authentic political /election coverage, and intelligent debate on MSNBS. Keith Olberman is the luckiest thing that ever happened to MSNBC, and he is by far the best reporter on cable news, period! This elevation of the tepid David "Stretch" Gregory is frankly laughable. Gregory, who is apparently considered such an authentic, boor,and RNC booster, the NBC brain trust, have apparently caved into the "retired" Brokaw, who was obviously not an Olberman supporter, but why would he be? He too is a well proven boorish shill for Republican B.S. and I would speculate was very involved in changing the entire tone of what had become by far, the best political cable news available. This does not bode well for the Democratic ticket, but then, that is the idea isn't it. PLEASE retire to Montana Brokaw, if I hear you refer to McCain one more time, and with a straight face, no less, as a "maverick" I fear that I will spin into an alternative galaxy. Do you have no sense of decency or shame?

[anons]

the strategy is to go right...G r e g o r y is just great at appearing neutral but i wouldn't be surprised if he was more extreme than Mornin joe behind closed doors...

i also know he's a repub cause he's got no lips

[MakersMark]

David Rat Face Gregory, can't stand the sight of him.

[kasinca]

I refuse to watch Gregory who is auditioning for a part on FAUX News. It is like he gets the GOP talking points each morning and sets out to prove them right all day long. He is useless.

[goddess74]

David Gergory was at a the White House laughing and doing hip hop dancing with Karl Rove. This is BS........­..........­...people contact msnbc and let them know we will not be watching there
debates or there election night coverage.

[Adrienne Williams - Huffpost Blogger]

I'm sorry but he's bias, he was dancing with Carl Rove for crying out loud!! His questioning is one-sided; he's always stronger on Obama vs. McCain/Palin and finds a silver lining every time someone comes after McCain’s ticket. I don't like him. I only watched him for Rachael, now she's gone, so...

[theone718]

That "silver lining" is what stuck out to me because it is SO DARN TRUE. He ALWAYS seems to come to some sort of defense for McCain/Palin but can't help but push that asinine "presumptuous" storyline day and night.

[webgoddess]

I actually missed some good KO commentary during the Republican Convention. I watch MSNBC *because* I like their point of view. What's wrong with that? The right has FOX and they sure don't hide their slant. But, just like the Republican candidates, it appears that all FOX has to do is keep saying that they're "Fair and Balanced" and that makes it so. Sure will miss KO's great sense of humor on election night, though. If they let the commentary panel talk as much as they did during the primaries, it won't be much. Maybe they'll let KO do the late shift when the election is tied.