MSNBC fans who are disappointed in the progressive-leaning network after Donald Trump’s victory in the 2024 election may no longer have it to kick around.
The cable-news outlet could have to consider changing its name and familiar markings under a spin-off of the bulk of the cable assets of parent company Comcast, one of the nascent company’s new top executives suggested to an assemblage of MSNBC staffers Wednesday morning, according to two people familiar with the gathering.
Lazarus told an audience that included Rachel Maddow, Chris Jansing and Katy Tur that he was not sure whether MSNBC would have to change its identity as part of the transaction, which will split the cable network and its business-news sibling CNBC from NBC News and NBCUniversal. If the two networks are no longer part of the NBC corporate entity, attendees wanted to know, will they still be able to carry marks that are part of their former home?
MSNBC’s newsgathering process may also be ripe for transformation in the coming transaction, with people familiar with the meeting indicating the executive did not have immediate answers about whether a unit for collecting and verifying news separate from that of NBC would have to “built from scratch.”
The prospect of being separated from NBC News has raised alarms among journalists at the company, because MSNBC and CNBC routinely share reportage, contributors and more, and because much of MSNBC’s daytime schedule is filled with correspondents affiliated with the more traditional NBC News, not the opinion programs that are MSNBC’s most-watched properties.
Like other cable networks, MSNBC is facing significant business challenges. More of the viewers who settle in each evening to watch a few hours of commentary on MSNBC are migrating elsewhere. MSNBC is projected to shed approximately 10.5% of its subscribers between the end of 2023 and the end of 2025, according to estimates from Kagan, a market-research firm that is part of S&P Global Intelligence. Rivals Fox News Channel and CNN are seen experiencing similar erosions in that period. MSNBC could be left with an average of 61.3 million viewers at the end of 2025, compared with 68.5 million in 2023 — and this with an election year, typically an event that brings viewers back to news, between the two milestones.
During the meeting, Lazarus described the new company as “a well-funded start-up,” these people said, and indicated the new entity would have a presence in Manhattan, but noted that executives weren’t certain at present where the corporation would be based.
He also suggested the company might look to such entities such as a TV-station group or a sports operation as potential acquisition targets, these people said.
There has long been an argument for overhauling the MSNBC identity. The network originally launched in 1996 as a joint venture of Microsoft and NBC, which is how executives arrived at its letters. As the years progressed, the network ventured further into politics and opinion programming, tapping hosts that ranged from Phil Donahue to Tucker Carlson. Microsoft would divest its stake in the TV network in 2005 and its interest in MSNBC.com in 2012.
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Comcast to Put MSNBC and Oprah Founded Oxygen Networks Up For Sale in Cable TV Sell Off
Is This the End of Traditional Cable?
Comcast, the media powerhouse behind NBCUniversal, is stirring up major buzz in the entertainment industry. The company recently announced that it’s considering a significant move: separating from several of its top cable networks, including MSNBC, CNBC, Bravo, and Oprah Winfrey’s Oxygen. This surprising revelation came from Comcast President Mike Cavanagh during the company’s third-quarter earnings call, and it has left media analysts and TV enthusiasts asking a ton of questions about the future of these beloved channels.
While Comcast’s broadcast network NBC and its streaming service Peacock will be spared from this proposed separation, it’s a clear signal that the cable TV world is shifting dramatically—and Comcast might be the next major company to embrace that change.
The “Cable Cut” Era: Why Comcast Might Be Pulling Back from Cable Networks
For years now, traditional cable TV has been steadily losing subscribers as millions of viewers cut the cord in favor of streaming platforms like Netflix, Hulu, and Comcast’s own Peacock. With streaming becoming the dominant form of entertainment for many households, cable networks have been scrambling to keep up. Subscriber numbers have dwindled, ad revenue has taken a hit, and the high cost of content production has forced even the biggest media companies to rethink their strategies. It’s no longer enough to rely on a traditional TV bundle; consumers want flexibility, customization, and above all, streaming.
Comcast has been feeling the squeeze from this trend, and so the company has decided to double down on its streaming service, Peacock. Launched in 2020, Peacock started strong, offering a mix of exclusive NBC shows, sports events, and original content, plus it was even the home of the Summer Olympics this year. And it seems to be paying off—Peacock’s subscriber base jumped by three million in the last quarter alone, bringing it up to a hefty 36 million. For Comcast, Peacock is the clear growth vehicle, which may be why they’re willing to reevaluate their commitment to traditional cable networks.
What Happens to the Networks? Enter the Idea of a Spin-Off
During the earnings call, Cavanagh mentioned that Comcast is considering creating a new, “well-capitalized company” that would house these cable networks, from MSNBC and CNBC to Bravo, Syfy, and Oxygen. This would make it a separate entity, but one still owned by Comcast shareholders. The goal? To streamline operations and give each segment the space to grow (or, in the case of cable networks, to stabilize in a very challenging media landscape).
This spin-off model isn’t a new concept. Disney followed a similar strategy when it merged its ABC and ESPN networks, while Warner Bros. Discovery combined its Discovery and WarnerMedia properties. A spin-off could give Comcast’s cable networks the flexibility to seek new partners, explore additional revenue models, and—most importantly—find ways to survive in an industry where streaming is king.
Why Are MSNBC and Oxygen Potential Candidates for Separation?
The networks included in the potential spin-off are some of the biggest names in cable, and each brings its own brand identity and loyal following. But in a world where people get their news on Twitter and their true crime on Netflix, even household names are struggling to hold onto viewers.
1. MSNBC and CNBC
As two of the most well-known news channels, MSNBC and CNBC have been go-to sources for cable news and financial updates for decades. MSNBC, in particular, has a devoted audience for its progressive political coverage and influential hosts. CNBC, meanwhile, has long been the gold standard for business news. However, with more people consuming news on digital platforms, their viewership has seen some significant dips.
2. Oxygen True Crime
Oxygen, which Oprah Winfrey originally founded as a women’s lifestyle network, pivoted to a true crime focus in recent years. True crime shows and documentaries have skyrocketed in popularity on streaming platforms, so while Oxygen has enjoyed some success in this space, it’s competing with the likes of Netflix’s true crime documentaries and even TikTok sleuths. While Oxygen has a unique niche, keeping up with the competition in true crime streaming is a steep climb.
3. Bravo and E!
Known for reality hits like “The Real Housewives” and “Keeping Up with the Kardashians,” Bravo and E! are the reality TV stars of the cable world. Yet, with reality shows increasingly finding new homes on platforms like Netflix and Hulu, the days of Bravo’s dominance in reality TV may be numbered. Reality programming is extremely popular, but it’s also one of the most oversaturated genres. Bravo’s strategy could need a refresh if it wants to keep viewers hooked.
Comcast’s Vision for the Future: A Peacock-First Strategy
Comcast’s potential spin-off of its cable networks is a bold but calculated move to make Peacock the face of its media empire. In addition to exclusive rights for certain sports, including the Olympics, Peacock has expanded its original programming, offering NBC hits like “The Office” and “Parks and Recreation.” But the real power move came when Peacock got exclusive streaming rights to the 2024 Summer Olympics, pulling in millions of viewers. This not only boosted Peacock’s subscriber numbers but also reinforced its position as a destination for premium, exclusive content.
This heavy investment in Peacock points to Comcast’s long-term goal: to be a top player in the streaming wars, joining the ranks of Disney+ and Netflix. If Comcast can divert resources from its cable networks and funnel them into Peacock, it might be able to capitalize on the streaming momentum and further solidify its place in the new media landscape.
Is This the End of Traditional Cable?
Comcast’s exploration of a cable network spin-off doesn’t mean the immediate end of cable TV, but it does indicate a major shift in the company’s priorities. As much as people love to hate on cable, it’s still a major revenue source for Comcast, especially with older demographics who prefer traditional TV. However, Comcast is making it clear that it sees more long-term potential in streaming than in cable.
That said, traditional cable isn’t likely to disappear overnight. Millions of households still pay for cable bundles, and certain channels—especially sports and live news networks—have content that is difficult to replicate in a streaming-only format. Yet, with companies like Comcast making moves to prioritize streaming, we could very well see cable become a smaller and smaller piece of the media pie in the years to come.
What’s Next for Comcast—and for Viewers?
If Comcast does go through with spinning off its cable networks into a separate entity, it will be a huge turning point in the media industry. For viewers, it could mean even more content being pushed toward streaming platforms, while cable channels may face cutbacks or programming shifts. And while the days of endless “Real Housewives” marathons on Bravo might not be over, they could be counted if the new cable company decides to shift its priorities or scale back.
As the streaming wars continue to heat up, Comcast’s cable spin-off could also create more competition. A newly independent company might bring fresh ideas and partnerships to the cable networks, or even launch streaming ventures of its own.
For now, fans of MSNBC, Bravo, Oxygen, and the other Comcast networks may want to brace for some changes. This potential shift could bring new programming, unexpected crossovers, or even new platforms. And while the final decision is still in the works, one thing’s for sure: the future of TV, cable, and streaming will be anything but boring.
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