By David Bauder
NEW YORK — Opinionated talk is big business on cable news networks when the sun goes down. But during the day, it’s the complete opposite.
MSNBC is shuffling its daytime lineup early next year because its strategy of spreading personality- driven programming throughout the schedule isn’t working. The new approach will emphasize a fast-paced review of the day’s big stories as they break.
The prime-time audience for cable news is either substantially different from daytime’s, or viewers simply want to see something different depending on the time of day.
Cable news often is considered a form of background noise during the day, on in the office or home while people are doing something else. Sometimes, people briefly visit the networks for a check of the headlines, said CNN’s John King.
“You’re coming in for a fix,” King said. “I don’t think you’re coming in for a fight.”
At night, it’s different, when fans of Bill O’Reilly, Keith Olbermann, Sean Hannity, Rachel Maddow and the like have time to lounge in their living rooms and hear the news filtered through their favorite personalities.
MSNBC’s prime-time lineup of Olbermann and Maddow put the once- struggling network on the map, establishing itself as a liberal voice during President Barack Obama’s campaign. Even after the election, MSNBC’s prime-time has run neck-and-neck with CNN for second place behind the dominant Fox News Channel. MSNBC will beat CNN among its target demographic of 25-to-54-year-olds in 2009 for the first year ever, according to the Nielsen Co.
Early-morning tends to reward personality, too, with the lively “Fox & Friends,” MSNBC’s “Morning Joe” and Robin Meade on HLN. Things change when the workday starts.
MSNBC didn’t recognize this earlier this year when it gave former CNBC anchor Dylan Ratigan a two-hour show at 9 a.m. and Dr. Nancy Snyderman a medically oriented hour at noon.
Ratigan is not shy about spouting off; he apologized last week for being rude to a Florida congresswoman during an interview about health-care reform. He proved a bad fit in the morning. MSNBC is cutting his show in half and moving it to 4 p.m. before Chris Matthews.
Snyderman’s show was canceled.
As replacements, MSNBC will pair Chuck Todd and Savannah Guthrie for one hour at 9 a.m., in a newsy, nonpartisan look at the day’s upcoming news. For the other daytime hours, MSNBC will have general news programming anchored by David Shuster, Tamron Hall, Contessa Brewer and Andrea Mitchell, said Phil Griffin, the network’s chief executive.
MSNBC may need to prove its news commitment to viewers. With news of the attempted terrorist attack on a plane bound for Detroit breaking late on Christmas, the network stuck with pre-taped programming. CNN and Fox covered the story much more extensively.