After Rachel Maddow signed a new multi-year deal with MSNBC and NBCUniversal, there were reports that she ultimately will scale back her schedule to as little as once-a-week. That would leave the n…
and NBCUniversal, there were reports that she ultimately will scale back her schedule to as little as once-a-week. That would leave the network with the potential loss of the nightly show, with no obvious successor.was asked whether, with the new agreement, Maddow will continue to host her show five nights a week. “Her show will continue as she’s doing it now,” she said.
More recently, the network, like other cable news channels, has seen a big drop-off in viewers this year compared with 2020, which saw a presidential election, pandemic lockdowns and the flareups of the Trump administration. So the erosion had been, in many ways, expected. Jones said that their focus has been “to kind of zero in on where younger audiences are consuming content, and one of our strategies has been, rather than just focus on bringing more eyeballs back to linear cable, how do we take the depth of connection that we have with our audience, the content that people are interested in, and how do we take it to where those younger audiences are?”
“We want to make sure we’re kind of being broad and relevant, so it is not necessarily just focusing on one platform, but how do we get this great content and show up where all the different places where people are consuming?” she said.Jones also hired a new vice president of longform, Amanda Spain, to head up MSNBC Films, giving a boost to MSNBC’s output of nonfiction documentaries and specials.
But news networks in general are grappling with cord cutting and the migration of audiences to streaming. “At some point a majority of viewers will be online,” he said. “It is going to take a while, but what cable did to broadcast TV, streaming is doing to cable. You have got to be there” on the digital platforms.
“I think about every student sitting in a classroom, at some HBCU across the country, seeing this and thinking, ‘Wow. She did that. And maybe I could one day. Or maybe I could do something bigger or better.’ I think about it often because it’s a responsibility that I don’t want to take lightly. I don’t want to assume that either it is not something that could impact or drive someone’s decision making. It’s a part of how I carry myself. It’s a part of the membrane.
Asked how much of a problem she thinks it is that viewers overall may silo in their own news bubbles, she said, “I think it is a challenge in the world. I think one of our objectives is not to go into any story with a prescribed point of view. In my editorial meetings, I do not tell the team, ‘Here’s what we think about the vaccine, or here’s what we think about what’s happening in Afghanistan. Here’s what we think about the spread of Covid in these communities.
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