Rashida Jones Exits MSNBC; Network Braces for Trump Sequel
Rashida Jones is stepping down as president of MSNBC, making way for interim chief Rebecca Kutler, as Comcast prepares to spin off the network into a fancy new company called SpinCo. Ratings may vary.
In a move as smooth as a cable news transition can be, Rashida Jones, who made history as the first Black person to lead a major U.S. television news network, announced her resignation after four years, just in time for MSNBC to undergo a makeover into SpinCo. While she skillfully rode the highs and lows of the news cycle—only to watch ratings plummet like a poorly timed joke—Jones will remain onboard in an advisory capacity until March, ensuring she can still contribute her two cents about trying to boost those numbers back up.
Jones' departure coincides neatly with the impending spin-off that Comcast hopes will breathe new life into the network. Dubbed SpinCo, this new entity aims to reclaim some of the market share that appears to have slipped through the cracks like a particularly gripping political scandal. Mark Lazarus, who will take the helm as the CEO of this fresh venture, credited Jones for expertly steering the network through an unprecedented landscape, which I suppose is just polite corporate speak for "keeping it from sinking entirely."
Indeed, her journey has had all the twists and turns of a soap opera, peppered with dramatic ratings highs and, more recently, lows. Since November, the viewership for MSNBC has begun what one might politely call a 'graceful decline,' leaving Jones' success story somewhat less triumphant than it could have been. But let us not forget the notable milestones achieved during her tenure, including the expansion of digital content and the recruitment of former White House Press Secretary Jen Psaki—her handiwork deserves at least a footnote in what we can only describe as a sitcom-like series of events.
Reflecting on her four years over the holidays, Jones felt it was time to pass the torch to Rebecca Kutler, who will no doubt have the pleasure of navigating this transitional phase while jockeying to sustain any remaining ratings. Kutler's interim status means she will be functioning as a makeshift captain on a ship that is less the Titanic and more a leaky rowboat with diminishing viewership.
Jones is aware of the challenges that lay ahead, stating in a recent interview, "I believe a fresh perspective is critical to revitalize the network, especially with the political landscape becoming as unpredictable as ever." Words to live by, but also perhaps an apology for not entirely keeping the ship steady amidst turbulent waters—because let’s face it, the news cycle has proven to be more unpredictable than the weather in a muggy November.
While Jones leaves behind a complicated legacy, she also helped solidify the place of MSNBC as a key player in the cable news arena. Even with the downward drift in ratings, her leadership brought successes that should not be ignored. If nothing else, her achievements throw the upcoming chapter of SpinCo into the spotlight. The network will retain its name post spin-off, a security blanket of sorts in a world where rebranding seems to be the norm every time a studio executive has an existential crisis.
The new structure at SpinCo warrants a wait-and-see approach. Comcast is clearly hoping this makeover will incite a renaissance of viewership coupled with renewed allegiance from the masses. Whether that means chasing down Trump-like content or shifting to an unexpected indie film vibe remains to be seen. Current news anchors should prepare for a meticulous balancing act between retaining their loyal audience and attracting new viewership without inducing sleep.
As Jones takes her leave and Kutler steps into her shoes, it’s safe to say that the next few months will be as enlightening as they are hilarious. Expect cultural commentary, opinionated segments about political developments, and plenty of ongoing analysis—all the while noticing the subtle shifts in tone and content. For now, the only certainty is the unpredictable landscape of cable news. With a looming election and a freshly minted SpinCo waiting in the wings, the stage is set. Ratings will vary, but the ride should be anything but dull.