NBC‘s decision to move Keith Olbermann and Chris Matthews out of the MSNBC anchor slots for this fall’s election – widely seen as an attempt to protect the traditional NBC News brand – points up a longer-term problem with splitting that brand, a rival executive said yesterday.
After weeks of infighting, several uncomfortable on-air moments and mounting criticism that MSNBC’s political coverage was tainting NBC’s image of objectivity, NBC announced that David Gregory would become MSNBC’s chief anchor. Olbermann and Matthews will continue as analysts.
Critics have already weighed in on that question. When speakers were blasting the alleged bias of mainstream media at the Republican convention last week, delegates chanted, “N-B-C!”
Fox News host Bill O’Reilly, who has engaged in a heated feud with Olbermann, said Thursday night, “The networks are biased, there’s no question, and NBC is the worst.”
NBC News may not take its cues from O’Reilly, but it is not immune to the perception.
That’s where it’s gotten tricky for NBC. If “Nightly News” anchor Brian Williams is on MSNBC, is he labeled opinionated like the rest?
The impact of moving Olbermann and Matthews out won’t matter much to the typical viewer, who looks at MSNBC as just another cable network, said analyst Andrew Tyndall.
“NBC has established such a good reputation over the years because of Tim Russert, who made it the place to go for politics,” said Tyndall, publisher of the Tyndall Report, which tracks coverage. “This is really a symbolic move.”