Comcast Corp. CMCSA has decided to restructure the TV program line-up of its struggling MSNBC channel. Toward this aim, the company has recently replaced three hours of entertainment TV shows in the afternoon slot with hard-core news programs.
The TV shows that have been cancelled are TheCycle, Now with Alex Wagner and The Ed Show. Notably, MSNBC was established in 1996 by NBC Universal as a pure-play news channel and the content was later diversified into several talk show and entertainment programs.
At present, MSNBC is facing serious rating downgrade for its prime-time TV shows. According to a report by Mediaite, MSNBC currently holds the fifth position among the viewers who fall under the commercially crucial 25-54 age group. News Corp. NWSA controlled Fox News, Time Warner Inc. TWX owned CNN and HLN and even Comcast’s CNBC are far ahead of MSNBC in terms of viewership rating.
Meanwhile, Comcast plans to bring back the weekday news hours and breaking news for MSNBC instead of political talk shows. The move toward hard-core news programs in the day time may provide a better lead-in for prime time slots. Elimination of talk-show based TV programs in the day time may finally lend some exclusivity to MSNBC’s prime-time shows which in turn will help the TV channel to improve its viewership ratings.
After acquiring a 100% stake in NBC Universal from General Electric Co. GE, Comcast is striving to revamp the media company to gain competitiveness. In the second-quarter 2015, NBC Universal’s Cable Networks revenues were $2,450 million, down 1% year over year. This can be primarily attributed to poor viewership ratings.
We believe that the proper reorganization of MSNBC channel may re-establish this brand name for the company which will ultimately serve its long-term growth objective. Comcast currently carries a Zacks Rank #3 (Hold).
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