Rachel Maddow, Keith Olbermann, Ed Schultz - How MSNBC Became a Liberal Mecca

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Mon Jun-01-09 02:07 PM
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Rachel Maddow, Keith Olbermann, Ed Schultz - How MSNBC Became a Liberal Mecca

http://www.smirkingchimp.com/thread/22086

Rachel Maddow, Keith Olbermann, Ed Schultz - How MSNBC Became a Liberal Mecca
by Rory O'Connor | June 1, 2009

“I’m a liberal — and I’m not running from that word!” exclaims Ed Schultz, the latest lefty star in the cable television news-and-opinion firmament. Schultz, America’s top-rated progressive radio talk show host, has just finished his first month as host of the eponymous “Ed Show” on MSNBC, which is attempting to duplicate its earlier success in crossing over progressive radio talk show host Rachel Maddow.

Despite the startling success of Maddow and the recent addition of Schultz to an increasingly liberal lineup that also includes MSNBC’s first breakout star Keith Olbermann, getting anyone other than on-air talent like Schultz and Maddow to admit the obvious — that the rising cable net is in the process of re-branding itself as the left-winged equivalent of right-leaning industry leader Fox News – can be difficult. For example, when asked if the decision to hire Schultz was part of a conscious strategy to “move left, MSNBC President Phil Griffin chooses his words carefully.

“The answer is complicated…but simple at same time,” Griffin responds. “The network has evolved a lot in the past few years. We went from doing a little bit of everything to doing lots of politics under Keith from 2003-05. We first began to get traction after the Iraq war started, after ‘Mission Accomplished.’ Then, more and more, politics led the way. When we did well with it in the 2006 elections, we made a decision to become ‘the place for politics,’ as the late Tim Russert dubbed us – and all of a sudden began to take off a little.”

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Despite the gains going left has won for MSNBC, however, Schultz’ boss maintains he still won’t rush into anything wont rush the transition. “The biggest mistake this network made in past was rushing in, and thinking any good idea would work,” says Griffin. ” We had lots of good talent in the past — but what we needed was a sensibility.”

Now that Schultz has been added to the lineup at 6 pm, Griffin’s most immediate concern is what else to do in primetime, where the valuable ten o’clock slot following Maddow’s program is now devoted to re-runs of Olbermann’s earlier 8 pm cablecast. Can the MSNBC honcho offer any “vision” of what will “flow” out of Maddow?

“Is it necessary that the flow out of Rachel be progressive?” Griffin ponders. “I have a little different perspective. Honestly, don’t know if it will be a progressive — Rachel really came out of nowhere, and I don’t necessarily think her follow-up host has to be limited to that pure sensibility. Clearly it should be someone who is both smart and funny like she is… But I will make one promise: we’re not done yet! This is such a vibrant time in media, and I want to say to Rachel’s audience – and everywhere I go I get stopped, there’s such a connection between her and her audience, she’s helped open a new world of approaches for us — that people who like Rachel will like our new 10 o’clock show host and what we are going to do there. No, I take that back,” he concludes. “Rachel’s audience will LOVE IT! I promise.”