In Depth: Abrams out, Maddow in…

I had first started hearing noises eminating out of 30 Rock a month or so ago that Verdict with Dan Abrams’ future was less than rock solid. But I didn’t believe the story. It didn’t make any sense. Verdict had only been rebranded a few months earlier and now its future was being questioned? Didn’t pass the smell test. That sort of knee jerk reaction change was a notorious hallmark of MSNBC back in 2000-2003. But in the years since, MSNBC had exhibited a much greater patience level with its programming in both daytime and primetime. It kept Tucker Carlson on the air for much longer despite anemic ratings. So this noise about Verdict flew in the face of all that and I didn’t buy it. I was wrong.

The New York Times’ Bill Carter scoops that Verdict is off the air effective Friday, with Rachel Maddow to take over the slot.

The moves, which were confirmed by MSNBC executives Tuesday, are expected to be finalized by Wednesday, with Mr. Abrams’s last program on Thursday. After MSNBC’s extensive coverage of the two political conventions during the next two weeks, Ms. Maddow will begin her program on Sept. 8.

MSNBC is highlighting the date, 9/8/08, connecting it to the start of the Olympics on 8/8/08, as a way to signal what the network’s president, Phil Griffin, said “will be the final leg of the political race this year.” He added, “We making that Rachel’s debut.”

Mr. Abrams, who is well liked at MSNBC, is expected to remain at both that network and at NBC News, where he is the chief legal correspondent. He will also serve as an anchor during some of MSNBC’s daytime coverage, as well as a substitute host on NBC’s “Today” show, Mr. Griffin said.

We should have seen this coming. A month ago, I noted that Verdict had lost an hour on Fridays. It was suggested that this was temporary but I remained skeptical.

MSNBC now has the most ideologically partisan primetime in all of cable news. For all the barbs thrown at FNC over the years, it can’t come close to touching MSNBC in that department in prime.

From 7-11 pm you have the non partisan Fox Report, the ideologically libertarian/conservative O’Reilly Factor, the Conservative leaning Hannity & Colmes (of course it’s conservative leaning. The show is all about Hannity despite the name. If Hannity left, the show would tank in the ratings. If Colmes left, the show would find another liberal and the ratings would remain steady), and the ideologically neutral On The Record.

CNN has the ideologially Libertarian Lou Dobbs Tonight, followed by the comparatively ideologically neutral CNN Election Center, Larry King Live, and Anderson Cooper 360.

MSNBC has the the at best ideologically neutral to liberal leaning Hardball, the ideologially liberal partisan Countdown, and now the ideologically liberal partisan program Maddow will host. In a head to head comparison of program slant, MSNBC wins it going away easily.

And this is no accident. Once Air America started simulcasting Race for the White House, the truth was revealed. MSNBC primetime has deliberately shifted left as a business decision. Adding the liberal Maddow at the expense of the much more middle of the road Verdict is more proof that O’Reilly guessed right about what NBC was up to.

Not that there’s anything wrong with that. If MSNBC wants to turn left as a business decision that’s their prerogative. If it brings in more viewers, great for them. But, and this is the elephant in the room, MSNBC so far has refused to admit what it’s doing (just as Olbermann refused for years to admit his show tilted left until months after he started doing his Special Comments). These moves are deliberate and well thought out. MSNBC can’t continue with the pretense that this is some sort of naturally occuring thing. It has no credibility any more to persuasively make that argument. The evidence, which is now well documented, overwhelmingly says otherwise.

Another factoid? The involvement of Keith Olbermann. Olbermann admitted today on Daily Kos that he had something to do with this.

Yes, I had something to do with it.

To what extent Olbermann was involved isn’t known. But this will do nothing to refute the persistent rumor that NBC gives increasing deference to Olbermann in how primetime is handled. It also renews speculation of a rift between Olbermann and Abrams which began way back when Page Six noted that Olbermann stopped handing off live to Abrams at the end of Countdown.

One this is for certain. MSNBC isn’t just “The place for politics” anymore. It’s now also the place for liberals. And not just your run of the mill liberal either, but the far left true believer liberal. Conservatives or moderates need not apply apparently…