Comcast's plan to separate MSNBC from NBCUniversal raises concerns about the future of the liberal network's staff.

MSNBC staffers unaware of their network's editorial direction and name.

Comcast's plan to separate MSNBC from NBCUniversal raises concerns about the future of the liberal network's staff.
Comcast's plan to separate MSNBC from NBCUniversal raises concerns about the future of the liberal network's staff.

On Wednesday, Comcast declared that it would separate several NBCUniversal cable networks, including MSNBC, from NBC News, which will significantly alter the media industry landscape.

NBCUniversal News Group will now be led by Cesar Conde, who will oversee NBC News, NBC News Now streaming service, Telemundo, and owned-and-operated local stations. However, Conde will no longer have oversight of MSNBC and CNBC, and the fate of shared resources, including the cable network's name and editorial direction, are uncertain.

An MSNBC employee is intrigued by the thoughtfulness of the business decision but has a concern about its implications for the future of MSNBC.

According to a current MSNBC staffer, there is likely relief among some people that Comcast and NBC will have less control over the network's editorial content, as the network's hosts and reporters have been out of sync with viewers and bosses in the past year, particularly with regards to Mika and Joe and Ronna McDaniel.

MSNBC hosts
MSNBC's primetime lineup including the shows hosted by Joy Reid, Alex Wagner, Chris Hayes and Lawrence O'Donnell have taken hit in viewership since the election . (Getty)

""No conversation was had about the editorial direction on this front, and I'm unsure if anything will change from two days ago," they stated."

This year, the progressive network has faced several public relations challenges, including the brief tenure of former Republican chair Ronna McDaniel as an NBC contributor in March and the recent meeting between President-elect Donald Trump and "Morning Joe" hosts Joe Scarborough and Mika Brzezinski.

The staffer revealed that they were uncertain if MSNBC would continue operating from NBC's renowned Rockefeller Center headquarters, which currently serves as the network's base.

The staffer believes that Comcast "identified the factors hindering MSNBC and CNBC's financial success" because profits are "diverted to fund other individuals' personal projects."

"Possibly, we're still a declining business, but this could be a method to extract more worth from these businesses," the employee stated.

"The worst was foreseen by everyone at MSNBC due to the cuts we've made, shifting political winds, and declining viewership. However, there is hope that this will be a growth project rather than a shrinking one."

The MSNBC staffer stated that most people have accepted that our relationship with NBC is not optimal.

Mika Brzezinski, Joe Scarborough
"Morning Joe" namesake Joe Scarborough joked on-air that he could get "fired" once the spin-off is complete.  (Screenshot/MSNBC)

The rise in popularity of streaming services and cord-cutting has hit the cable industry, with MSNBC remaining profitable despite viewers fleeing the network following President-elect Donald Trump's victory.

Scarborough has joked on-air that he could lose his job once the spin-off is finished, which is predicted to occur in approximately a year. "You never know what will happen when this happens," he said.

A former high-level NBC News staffer believes that the downsizing of resources at MSNBC won't benefit his ex-colleagues who rely on the network's editorial resources.

According to a former NBC News staffer, despite NBC News's claim of separation from MSNBC, they share numerous resources.

""NBC News would suffer a tragic disembowelment, leaving it weak and irrelevant, just like ABC News and CBS News," they continued."

NBC News and MSNBC did not respond promptly when asked about the fate of shared resources, including on-air personalities who contribute to both networks.

Nicolle Wallace, Jen Psaki, Joy Reid and Rachel Maddow are among the angry MSNBC hosts.
MSNBC staffers aren't certain whether the network will even keeps its name after Comcast completes its separation from NBCUniversal. (Getty Images)

NBC News' online report on the move stated that it would separate MSNBC and CNBC from NBC News' central newsgathering operations.

NBC News reporter Daniel Arkin reported that it was unclear whether the cable news channels and the network's core news division would continue to share editorial resources.

Both networks feature prominent figures, with MSNBC's dayside news coverage featuring NBC News reporters and its opinion lineup starting with Nicolle Wallace at 4 p.m. ET and offering progressive commentary into primetime.

The former NBC News employee believes NBC News may face difficulties, while the current MSNBC employee believes no one will miss the soon-to-be former NBC News staff.

The MSNBC staffer stated that most people at NBC would prefer not to share resources with MSNBC because they believe they have different goals. Similarly, the staffer feels the same way when going the other direction.

Comcast president Mike Cavanagh had previously hinted at the possibility of creating a new, well-capitalized company owned by shareholders and comprised of the company's strong portfolio of cable networks during the third-quarter earnings call with investors.

In a few weeks, the plan will be realized. NBCUniversal's cable television networks will be led by Mark Lazarus, the current Chairman of NBCUniversal Media Group, and Anand Kini, the current Chief Financial Officer of NBCUniversal and EVP of Corporate Strategy at Comcast, under a new company called "SpinCo."

MSNBC is joined by USA Network, CNBC, Oxygen, E!, SYFY, and Golf Channel, along with their respective digital assets, Fandango, Rotten Tomatoes, GolfNow, and Sports Engine.

Stephanie Ruhle speaks on MSNBCs Morning Joe
Stephanie Ruhle hosts "The 11th Hour" on MSNBC but is also NBC News’ senior business analyst.

Lazarus is uncertain if MSNBC will need to alter its identity, including its name and logo, due to the murky ownership situation with NBCUniversal executives at the helm.

A MSNBC staffer who spoke to Planet Chronicle Digital attended a 10 a.m. ET meeting with Lazarus, who was responsible for addressing queries regarding the announcement.

They said that he was not standoffish or hostile, as people do not know him well and have no reason to be hostile towards him. Although he may not be the most dynamic person, they thought he presented well.

The MSNBC employee found it "intriguing" that Lazarus suggested a name change could be imminent. MSNBC was established in 1996 as a joint venture between Microsoft and NBC, but Microsoft has been disengaged for some time, and its partnership with NBC is about to terminate.

The employee stated that being MSNBC or CNBC involves a significant amount of brand equity.

The MSNBC employee believes that separating technically from NBC News could be more challenging than an editorial split.

"Our physical cameras and camera people and sound engineers are shared at Long Island City, but this arrangement must change. It seems that NBC and MSNBC will have to rebuild their infrastructure, which is a significant undertaking," they stated.

Illustration shows small toy figures with laptops and smartphones in front of displayed Comcast logo
Small toy figures with laptops and smartphones are seen in front of displayed Comcast logo, in this illustration taken December 5, 2021.  (REUTERS/Dado Ruvic/Illustration/File Photo)

"The staffer was surprised to hear Mark Lazarus discuss the expense during a time of retrenchment, as if it was still a possibility, since if he hadn't mentioned it, most of them would have assumed it was finished."

Comcast is predicting that NBCUniversal's other assets in broadcast TV, sports, movies, and theme parks will have higher growth potential in the future, according to a report by The Wall Street Journal.

This report was contributed to by Hanna Panreck and David Rutz of Planet Chronicle Digital.

by Joseph Wulfsohn,Brian Flood

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