MSNBC, NBC Synergize On Bombings Coverage

(From The Hollywood Reporter -- By Paul Gough)

For all the talk about the synergies between NBC and MSNBC, the 9-year-old cable news channel's ratings languish behind FOX NEWS, CNN and now HEADLINE NEWS.

That fact and the regular rumors that float about a pending split between owners Microsoft and NBC UNIVERSAL tend to overshadow some of the positives about MSNBC.

It has one of the smartest cable news shows on television with COUNTDOWN, but not enough people know about it. The network's run by one of TV's best producers, RICK KAPLAN. And on a day like last Thursday, when the horrific bombings in LONDON were big news, MSNBC provided some of the most intriguing coverage.

Maybe it was the appearance of BRIAN WILLIAMS, NBC NEWS' erstwhile anchor who helped launch the network in 1996, who anchored four hours of the cable channel's coverage. Or the two hours that LESTER HOLT and NATALIE MORALES did anchoring as Williams prepared for his NBC NIGHTLY NEWS. Or maybe it was the one hour KATIE COURIC appeared with Williams in the hour after TODAY finally went off the air.

Whatever it was, something different was in the air at MSNBC. On that day, the networks truly connected.

NEAL SHAPIRO, President of NBC NEWS, acknowledged in an interview Friday that it wasn't just happenstance. Very early on Thursday, the plans called for putting Williams on MSNBC while Couric and Holt carried TODAY across the country live. That way, Shapiro said, the network could continue using its marquee talent on the main network (and also not disrupt normal programming) while providing a constant news haven on MSNBC using the news division's deep bench.

That boosted MSNBC's profile Thursday, giving it the star power it doesn't always have. Williams used to anchor on MSNBC, and Holt splits his time between MSNBC and NBC, but several executives said it has been a long time since Couric was on the channel live.

"It's important that we do it," Shapiro said. "You do see NBC NEWS people but it's on an irregular basis."

MARK EFFRON, Vice President Daytime Programming and News, says the decision has nothing to do with the depth of talent at MSNBC. He said that MSNBC is a part of the overall NBC NEWS CHANNELS and functions as such on days like last Thursday.

"It demonstrates the depth and breadth of NBC NEWS," Effron said.

It also points to the TECHNICAL PROWESS of NBC, he said.

"Brian and Katie are over at 30 ROCK, and it's being produced here in NEW JERSEY," Effron said, referring to THE NBC NEWS STUDIOS at ROCKEFELLER CENTER and THE MSNBC CONTROL ROOMS in SECAUCUS, NEW JERSEY.

"It's seamless, it's comfortable and we're thrilled to be able to do it because it's just using our resources smartly," Effron said.

NBC has consistently denied rumors that it would move NBC NEWS operations to NEW JERSEY, but Shapiro says they're always looking for better ways to do things and doesn't deny that things could change if it makes sense.

At the same time, he says there might be more changes ahead for MSNBC.

"At some point we might rebrand MSNBC. I don't think it's imminent," he said.

Shapiro knows that ratings won't build overnight and acknowledges that Williams and Couric won't have a regular role on the channel. But he's pleased by MSNBC's progress.

"There's no question the channel is sharper and the shows are smarter," Shapiro said.