Really?

MSNBC tried a bold experiment this year by putting two politically incendiary hosts, Keith Olbermann and Chris Matthews, in the anchor chair to lead the cable news channel’s coverage of the election.

That experiment appears to be over.

After months of accusations of political bias and simmering animosity between MSNBC and its parent network NBC, the channel decided over the weekend that the NBC News correspondent and MSNBC host David Gregory would anchor news coverage of the coming debates and election night. Mr. Olbermann and Mr. Matthews will remain as analysts during the coverage.

The change — which comes in the home stretch of the long election cycle — is a direct result of tensions associated with the channel’s perceived shift to the political left.

“The most disappointing shift is to see the partisan attitude move from prime time into what’s supposed to be straight news programming,” said Davidson Goldin, formerly the editorial director of MSNBC and a co-founder of the reputation management firm DolceGoldin.

Executives at the channel’s parent company, NBC Universal, had high hopes for MSNBC’s coverage of the political conventions. Instead, the coverage frequently descended into on-air squabbles between the anchors, embarrassing some workers at NBC’s news division, and quite possibly alienating viewers. Although MSNBC nearly doubled its total audience compared with the 2004 conventions, its competitive position did not improve, as it remained in last place among the broadcast and cable news networks.

Mr. Olbermann, a 49-year-old former sportscaster, has become the face of the more aggressive MSNBC, and the lightning rod for much of the criticism. His program “Countdown,” now a liberal institution, was created by Mr. Olbermann in 2003 but it found its voice in his gnawing dissent regarding the Bush administration, often in the form of “special comment” segments.

As Mr. Olbermann raised his voice, his ratings rose as well, and he now reaches more than one million viewers a night, a higher television rating than any other show in the troubled 12-year history of the network. As a result, his identity largely defines MSNBC. “They have banked the entirety of the network on Keith Olbermann,” one employee said.

In January, Mr. Olbermann and Mr. Matthews, the host of “Hardball,” began co-anchoring primary night coverage, drawing an audience that enjoyed the pair’s “SportsCenter”-style show. While some critics argued that the assignment was akin to having the Fox News commentator Bill O’Reilly anchor on election night — something that has never happened — MSNBC insisted that Mr. Olbermann knew the difference between news and commentary.

But in the past two weeks, that line has been blurred. On the final night of the Republican convention, after MSNBC televised the party’s video “tribute to the victims of 9/11,” including graphic footage of the World Trade Center attacks, Mr. Olbermann abruptly took off his journalistic hat.

“I’m sorry, it’s necessary to say this,” he began. After saying that the video had exploited the memories of the dead, he directly apologized to viewers who were offended. Then, sounding like a network executive, he said it was “probably not appropriate to be shown.”

Keith Olbermann is a blowhard who can't tell the difference between news and opinion?  Who knew?  The nice little jabs that Olbermann has put out there has finally come back to bite him in the ass.  He's gotten a bit too big for his britches, and now, when he pushes the envelope, he finds that there are limitations to what the network will put up with.

Couldn't happen to a nicer guy. :)

 

Travis

travis@rightwinglunatic.com