After accusations of on-camera bias, and some animosity between the cable network and NBC, network executives decided over the weekend to replace the pair with David Gregory as the news anchor on election night and during the debates, Stelter writes. Olbermann and Matthews will appear as commentators.
“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, as quoted in the report.
A portion of Stelter's report is as follows:
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.
The success of the Fox News Channel in the past decade along with the growth of political blogs have convinced many media companies that provocative commentary attracts viewers and lures Web browsers more than straight news delivered dispassionately.
“In a rapidly changing media environment, this is the great philosophical debate,” Phil Griffin, the president of MSNBC, said in a telephone interview Saturday. Fighting the ratings game, he added, “the bottom line is that we’re experiencing incredible success.”
But as the past two weeks have shown, that success has a downside. When the vice presidential nominee Sarah Palin lamented media bias during her speech, attendees of the Republican convention loudly chanted “NBC.”
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 issue may have come to a head when Olbermann, acting as the Republican convention anchor, apologized for the network for broadcasting a video tribute to the victims of the Sept. 11 terrorist attacks.
Here is a tape of that comment, along with the tribute that was aired:
"I'm sorry, it's necessary to say this and I wanted to separate myself from the others on the air about this," he said on air, looking shaken. "If at this late date, any television network had of its own accord showed that much videotape, and that much graphic videotape of 9/11, and I speak as somebody who lost a few friends there, it, we, would be rightly eviscerated at all quarters, perhaps by the Republican Party itself, for exploiting the memories of the dead and perhaps even for trying to evoke that pain again. If you reacted to that videotape the way I did, I apologize. It is a subject of great pain for many of us still and was probably not appropriate to be shown. We'll continue in a moment."
The statement was widely praised by liberal bloggers and commentators, and widely criticized by conservatives.
Olbermann told The New York Times today that that moment — and the perception that he is “not utterly neutral” — reignited the debate about his role on political nights.
“I found it ironic and instructive that I could have easily said exactly what I did say, exactly when I did say it, if I had been wearing a different hat, and nobody would have taken any issue,” he told the Times.
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