The apex of MSNBC’s 19-year existence was arguably its run during the 2008 presidential campaign. Barack Obama was an electric, historic and therefore ratings-generating candidate. Sarah Palin–who joined the fray relatively late just three months before the election, served as the perfect foil for progressives. And leading the charge was the face of the network, Keith Theodore Olbermann.
But like many times and broadcast venues before, the former ESPN, Fox Sports and Current TV talent eventually wore out his welcome at MSNBC and the two parted ways in January of 2011. The network still enjoyed a successful 2012 fueled largely by the president’s successful re-election campaign, but then faltered badly during the following (non-election) year. Things got even worse in 2014 with the network falling behind CNN in the demo and into 3rd place, leading to the big changes we’ve seenfrom NBC News President Andy Lack this year…changes that include Ed Schultz gone (replaced by Chuck Todd), Al Sharpton to Sunday mornings and all opinion programming from 1:00 PM-5:00 PM EST eliminated for relatively traditional news (via Thomas Roberts and Kate Snow).
So now that afternoons are settled and with Lack basically confirming to Varietywhat was exclusively reported here last month regarding the likely expansion of Morning Joe (an additional hour extending to 10:00 AM EST), the last piece of the puzzle appears to be primetime. Note: 9:00 PM and 10:00 PM will remain safely in the hands of Rachel Maddow and Lawrence O’Donnell, leaving 8:00 PM (All in with Chris Hayes) as the next possible timeslot for alteration. So with all of that said, a well-placed source now informs me that a meeting has been set between Olbermann and Lack to discuss his return to the network and his old 8:00 PM slot. This arrangement was something that Mediaite’s Andrew Kirell first wrote about as a rumor in July; when asked for comment, a network executive with knowledge close to the situation tells me, “It is patently untrue.”
Said source indicates the impetus for the conversation is to jumpstart sagging ratings under Hayes, which despite an Emmy win this year has been a consistent drag on the rest of primetime since launching on April Fools Day in 2013. At one point this year in May, the show averaged only 74k in the demo, making it the worst performing MSNBC program at 8:00 PM since 2005. And given Olbermann is now a free agent after leaving ESPN again in July (Note: on good terms if the company’s farewell statement is any indication), he appears to be the only remedy for Lack.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
