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Comcast announced this week its decision to spin off MSNBC, CNBC, and a slate of other channels into a new entity, aptly named SpinCo. The news was met with chins up and brave smiles from Morning Joe hosts Joe Scarborough and Mika Brzezinski, who described the move as an opportunity to strengthen their platform.
However, media analysts interpret the spin-off as a strategic attempt to insulate NBC’s legacy news programming from the declining ratings and tarnished reputation of MSNBC. The split raises significant questions about the network's future, particularly its reliance on NBC News for reporting—a relationship that may not carry over to the new entity.
Scarborough and Brzezinski have long built their flagship show around sharp criticisms of former President Donald Trump, frequently calling him a fascists and a threat to democracy. For four years they told viewers that he was not to be trusted. Their narrative resonated with left-leaning audiences but also alienated others. Trump's decisive victory on November 5, bolstered by increased support from Black and Latino voters, dealt a severe blow to such outlets, which struggled to adapt to a shifting political landscape.
The timing of Comcast's announcement coincides with MSNBC's controversial pivot. Days earlier, Morning Joe aired a scripted segment in which Scarborough and Brzezinski revealed a meeting with President-elect Trump—a move that shocked many loyal viewers who had been fed an unwavering narrative of Trump as a figure to be opposed. Liberal celebrity Rosie O'Donnell publicly vowed never to watch the program again, echoing the frustration of disenchanted viewers. John Stewart known for his willingness to roast the left and the right, mocked the hosts for going to meet with a man that he said they once called Hitler.
While Scarborough and Brzezinski paint SpinCo as a step forward, critics see the move as an effort to shed MSNBC’s floundering brand. MSNBC’s trouble comes as outlets like NewsNation and Newsmax earn an even larger share of viewers. NewsNation has expanded its share of the centrist audience, while Newsmax prepares for an initial public offering.
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