After watching the cable and network news channels/shows, over the last either years, it pain me to see what a complete network can actually slump to, for ratings. Fox News, CNN, and even the network channels of CBS, ABC, and Fox all have different people, with different points of view. Some have more of a liberal slant, and other have a little bit of a right slant. However, none of the above have actually "changed formats" to fit what they think the American people want, for just plain old ratings, except for MSNBC/NBC.
Start off with the total NBC family and not focus on any of the actual personalities, or shows. NBC is the first network to straight out call the "War in Iraq": A 'CIVIL' WAR, as a declaration. News networks and their reporters are supposed to report the news, give out the overall outlook of the world as it is in context, but are they really supposed to make actual "declarations" of policy?
Then there is David Gregory, the White House Chief Correspondent for MSNBC/NBC. Day in and day out, for the last two years solid, he has been on a crusade to not only bash President Bush and the White House Staff. Of course, the American People, as a whole, are against the war as it stands now, and there is no analyst, pundit, or pole that will say otherwise. However, when David Gregory (who has been in vocal disagreements with VP Cheney, Spokesperson Tony Snow, and even President Bush himself, on numerous occasions) gets the microphone, there is only one thing that you can count on; "The David Gregory Show", staring David Gregory with a host of vile, distorted, and half cocked theories about the war. All of which are used as democratic sound bites, on the national scene, MSNBC, and NBC (the mother station). However, it is Gregory's actions that make him such a partisan, at this point in the game. Speaking over people, not letting the person finish his question(s), and most of all his "get out of his seat and lean in" approach in the White House. There is nothing noble, least of all professional about Gregory, and his agenda is blatant and tacky.
Then, the "Republican Show" of MSNBC, "Scarborough Country" (with Joe Scarborough), which was a very balanced, news conscious, and intelligent show. However, this was four years ago when Scarborough had a firm hold on his ratings, at the beginning of the war, and before Hurricane Katrina, and if you fast forward to the show today, it is a shadow of what it was. Nightly there are pieces like "Hollywierd," where Joe and two guests discuss the odd and crazy things happening in Hollywood (a far cry from political news). Not only is the time slot not in the prime time anymore (on at 5 p.m., and only 4 days a week, along with "Tucker"), but the news coverage is not "prime time material" either. Joe went from being an "average Joe" (as he was touted, in commercials), and has been transformed into an average Joke, every night. There is not any big name people on the show, one can only deduct that MSNBC's political slant, new format, and finally the fact that they are really only pushing "Hardball" now (being it's only true ratings hit) are reasons for the decline in Scarborough's ratings, guests, and overall performance.
Lastly, there is "Hardball with Christ Mathews," a show that was actually up to par with shows like "Meet the Press" and other major political shows. However, as the last two years have shown, Chris Mathews has gone from a fair and well balanced interviewer, with some of the best guests (from each side of the aisle), to a partisan democrat ranting and raving. The proof of this obvious transformation, is on the mother station once again. However, the proof is on Saturday Night Live, not another news show. The fact that a "news anchor" is being spoofed in pop culture, is a great example that the actor may want to take a look at what they spoof is all about? However, this is not what has happened with Mathews, either. Like David Gregory, Mathews has taken this partisan ranting to a whole new level, actually stumbling on it with an interview during the 2004 Presidential Campaign, when he gave the infamous, "Duel Speech." Since that actual mishap, when the guest did not hear what Mathews actually said, and then responded hastily with "I wish we were in the days when two men could just go out and have a duel." Mathews has consistently gone the way of the partisan, punch pulling, satiric character that he has been portrayed on SNL. It isn't only Mathews "being Mathews" that has made the show go downhill though. On "Hardball" there is a constant and badgering theme of how bad the war in Iraq is going, with guests like Ron Reagan, Jr., Joe Trippy, and even the repeating republican guest Pat Buchanon (who is republican, but has been against the war from day one).
MSNBC/NBC had to do something, because Fox News was killing them in the ratings, consistently. However, all the changes that MSNBC/NBC has made throughout the last four years are really transparent. They are actually trying to cater to what they think that "the people want," but who are they really catering too? It is the people on each coast and the media elite. When a whole company can say that they are going to "Change the language of a whole American War in Iraq", by calling it a civil war ONLY, it is obvious that they are not only changing the company line, but that they are changing their slant, looking to change the edge of their programming, and lastly that they are making a genuine effort to make sure that all of their people are in line and with the company's overall delivering. MSNBC/NBC looks like they are trying to capture the overall news ratings that the Fox News Channel has, but what they do not understand is that just agreeing with polls, pundits, and what they feel the "BI-Coastal Communities" want to hear, will not do it. It just makes them the partisan elitists that they really are, behind the scenes, rather than doing their jobs in an honest and balanced way.
