MSNBC Fail in the 2000-channel media universe
When cable and high power satellite suddenly gave the media and the media consumer as many pathways as they could use to stream content and the 2000-channel universe began, something very important died. The ability to create and broadcast more worthy programming than there was room for in the pipe had an upside.
Before the FCC threw open the floodgates and granted new station licenses with abandon in the 1980s, there were relatively few outlets. Radio stations could employ whole staffs to produce shows that aired once. Sometimes they weren’t aired at all, and their production costs written off.
In the golden days of radio, KFI employed an orchestra whose job was to sit in the studio and be ready to play on a moment’s notice if called upon by the local announcer who was himself standing by in case the network feed failed. News departments at the early television and major full-service radio stations, even into the 80s, were large enough they could take over and feed content 24/7 if a new story caught the public’s attention.
Nothing saves energy like shutting down 2 days/week.
In mid 20th century Los Angeles, brush fires, floods, even a little girl down a well, commanded 24/7 coverage. The stations realized that was a part of their service commitment, and the licenses were so valuable and the renewal process so onerous, that overtime got authorized and journalists went without sleep.
Somehow, we’ve lost that. As Iran explodes in anger, MSNBC cries poor and runs Lockup:Indiana and Sex Slaves-The Teen Trade. Ten years ago that might have flown, but in the face of Twitter and Facebook’s minute by minute coverage, MSNBC looks out of touch. CNN cycles old programming, even though CNN International could be switched live to US Domestic viewers, but that brings up commercial concerns.
But last night, an isolated live CNN origination of Larry King Live with Christiane Amanpour crackles across twitter, and numbers soar. Today, CNN is in high gear doing live focused coverage. Perhaps this will convince MSNBC that news is important, even if its not something you can easily cover at a time when you don’t want to spend money. Or perhaps, like radio, NBC/Universal realizes the golden days of cable are numbered and you’re best to take every last dime out before the roof falls in.
