Political Winds Shift, And So Do Networks: Changes at MSNBC

• by Wayne Friedman , Staff Writer, Yesterday

In a perfect world, any Presidential administration should not have too much effect on any linear or streaming TV network -- news channels in particular.

But these are not traditional political times. The new Trump administration has directly affected TV news networks, resulting in major declines at both CNN and MSNBC -- all while Fox News Channel widens its lead compared to the other two major competitors.

In January’s prime time, Fox News Channel grew 40% in total viewers versus January 2024 -- while MSNBC sank 33% and CNN went 14% lower.

Political-skewing news channels are now fairly obvious to many viewers, and figure prominently in pulling in specific audiences: The conservative/Republican-focused Fox News Network and the liberal/Democratic-leaning MSNBC and CNN.

MSNBC is making major changes with its on-air personalities, particularly Joy Reid -- host of "The ReidOut" -- and possibly Alex Wagner, according to reports. Reid will be let go, and Wagner will be reassigned as a network correspondent.

Replacing Reid's 7 p.m. show will be Symone Sanders Townsend, Michael Steele, and Alicia Menendez, the current co-hosts of “The Weekend." There will also be a two-hour edition on Mondays. 

Jen Psaki will expand her Monday show and move to the 9 p.m. hour Tuesdays through Friday. Rachel Maddow -- who has returned for the first 100 days to cover the new administration -- will return to just Mondays at 9 p.m.

It isn’t just the new administration affecting cable TV news networks, but the overall dynamics of the linear TV industry, which continues to see massive cord-cutting. To a great extent, that is why Comcast is spinning off seven networks including USA Network, CNBC, MSNBC, Oxygen, E!, SYFY, and Golf Channel.

This all means there is even more pressure on MSNBC -- now without the added help of the NBC News operation, which remains with Comcast, as well as the Bravo channel.

MSNBC will be looking to create its own important Washington, D.C. news bureau to replace the NBC News operation. For a long time, MSNBC had the on-air brand association “The Place for Politics.”

Whether right or wrong, many TV news networks -- particularly MSNBC and CNN -- are mulling efforts to offer up more "mainstream" personalities to adapt to the new Washington, D.C. realities.

Reid was more of an outspoken, opinionated host who expressed her political views. CNN also had its opinionated correspondent/host Jim Acosta, who recently departed from the network.

Rebecca Kutler, the news president of MSNBC, has announced to her staff that its trio of weekend hosts -- Symone Sanders-Townsend Michael Steele, and Alicia Menendez -- will take Reid's 7 p.m. hour.

What's next? All three networks need to look not just at their on-air personalities going forward, but making a broader transition to streaming -- and perhaps slightly different audiences that will be tuning in.

Will any changes networks make now stick going forward?