The programmers at NBC news now get to go after their cable TV audience all by themselves. Microsoft has split after 16 years.
NBC News always forced MSNBC to use only NBC News programming. NBC News is liberal. NBC News was trying to appeal to liberal viewers. They are trying to catch up with Fox News on cable TV, which has a far larger market share.
Microsoft wanted off a visibly sinking ship. It wanted to run programming from other news sources.
Liberals can now watch NBCNews.com. Not many people will.
The no-cable networks’ TV evening news audience is around 21 million viewers: NBC, CBS, and ABC. NBC wanted Web presence. It will still have this, but without Microsoft’s support.
Microsoft will soon have its own site. It will have its own news team. So, this will offer more competition for NBC. NBC’s cable audience will shrink even more.
The evening news shows are in a holding pattern these days: up a little from 2011, but not by much.They are losing to multiple Web sources. Drudge Report has about 2 million hits per day. It has many competitors. The networks are not going to disappear soon, but their influence is being diffused by Web sources. There is no unified view any longer. This is bad for the Establishment.