MSNBC Eyes Scarborough as Possible Imus Replacement
By Steve Donohue -- Multichannel News, 5/25/2007 5:47:00 AM
MSNBC is eying former Rep. Joe Scarborough (R-Fla.) as a possible replacement for its Imus in the Morning program, which it dropped last month.
While network executives emphasized that they have not made a final decision on a replacement for Imus -- who was dropped after directing a racial insult at the Rutgers University women’s-basketball team -- they said Scarborough has impressed them on trial runs in the morning slot.
Scarborough currently hosts a one-hour newscast called Scarborough Country on MSNBC Monday-Thursday. He filled in the week of May 14 in the morning slot with a show called Morning Joe that featured lengthy live interviews with notables such as Walter Isaacson, author of a best-seller on Albert Einstein, and banter with a collection of sidekicks with diverse professional backgrounds.
“Joe was on a week ago and he put together a team of people [including African-American screenwriter and frequent National Public Radio guest John Ridley and MSNBC commentator Willie Geist]. And I think he really impressed people with his performance,” MSNBC general manager Dan Abrams said.
Abrams said Scarborough will take over Imus’ old time slot once again this week.
MSNBC has tested several replacement anchors and formats for the 6 a.m.-9 a.m. slot since it dumped the Imus in ihe Morning simulcast April 11. The network has tested other morning radio hosts, including ABC Radio’s Larry Elder, liberal talk-radio program The Stephanie Miller Show and Philadelphia-based radio host Michael Smerconish.
In addition to Scarborough, Abrams has also given NBC News talent David Gregory, Jim Cramer and Tucker Carlson cracks at the morning slot.
Cramer, who hosts Mad Money on CNBC, filled in during the morning slot on MSNBC last week. He began the week on Monday sitting behind an anchor desk, but for the rest of the week walked around MSNBC’s Secaucus, N.J., studio, relying some of the props and sound effects that he uses on Mad Money.
“What we’ve been saying to all of the people that have been doing it in the morning is to do your own thing and try to make it work for you, and I think that’s consistent with what Cramer has done,” Abrams said.
MSNBC’s morning ratings have plummeted since it dropped Imus. In March -- the last full month it had Imus on the air -- the network averaged a 0.4 rating and 316,000 households from 6 a.m.-9 a.m., according to Nielsen Media Research numbers. So far in May (though last Tuesday), MSNBC is averaging a 0.2 rating and 177,000 households, down 50% from its March numbers.
Fox News Channel and its Fox & Friends program dominates the morning slot compared to its cable news rivals. Fox News is averaging a 0.7 rating and 655,000 households in May during the 6 a.m.-9 a.m. slot, while CNN is averaging a 0.4 rating and 351,000 households.
“There’s no question that the numbers have been down since Imus left,” Abrams said. “I think the MSNBC morning viewers had become accustomed to seeing Imus in the Morning. And our goal now is to pick a new host and a new show and a new format and build an audience again where people will come back to see that show,” Abrams said.
Asked if he missed Imus, Abrams said, “Sure we miss Imus. We miss Imus’ program.”
While Abrams said the network hasn’t set a solid timeline for picking a permanent replacement for Imus, he added that a decision would be made “sooner rather than later.”
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OH NO !!! Not Scorobrough & Micca --- they are SO biased, politically, and rude. I would like to see David Shuster get his own show. He is well versed on most subjects and gives "excellent" reports. I hope you''''re not even going to consider Tucker Carlson --I switch channels when he comes on. Can''''t stand him "yelling" at anyone who doesn''''t agree with him. I leave my TV on MSNBC almost all day (except when my soap is on) and when Morning Joe & Tucker are on.
Can''''t you find something for the 10:00 p.m. slot instead of those "viewer discretion advised" murder and prison shows? I''''d like to see Alex Witt get her own show. She comes across so warm and real. She could do a "Wrap-Up" of the day''''s news to compete with "On the Record" on Fox, and 360 on CNN at 10:00 p.m.
Love Hardball and Countdown in their slots,and never miss them.
You asked for "comments" and I''''ve been wanting to write you for a good while, so now was my chance. Thank you for peprmitting the viewers to "vent" their frustraions,criticisms, & also compliments.
Thank You !!!
Blanche Pence - 2/28/2008 11:20:00 AM EST -
Cameron Hall is a breath of fresh air. Dump Mika for lack of personality. She is too intense with enormous ego.
Bill Wood - 12/5/2007 8:41:00 AM EST -
December 3, 2007 will soon be here. The crisis is over. Why did these people attack Don Imus for no reason? They all suffered. Oprah's dog was killed by God the day she started her attack. That poor, sweet dog is dead. Then she became a very sick person due to a chronic illness. Then the partents of her students at her girls school in Africa went to the press and the authorities because Oprah or her agents kept the girls incommunicato. Then it comes out that Oprah's school is hell. Terrible, terrible hell. If she was a good person she would have told the truth about this great American, Don Imus. Not the Sharpton lies. God does not miscommunicate in these matters. He got right to the point with this supporter of Sharpton lies. The ordeal of Imus is over. The hateful liars are punished. God bless the rightous of this earth, especially Don Imus.
Andre Coleman - 11/7/2007 9:01:00 PM EST -
December 3 is soon here, and this crisis in freedom and fairness is over. You may ask why the Imus attackers have lost. The answer is simple. Good, honest people did not attack Don Imus. Self-serving liars and morons did, however. Take Oprah. Why did she attack Imus? As it turned out, it was to draw attention from that South African abomination she has created for those innocent young girls? What manner of perversion, of horror, of degredation has she wrought on this earth? On those innocents. She will never take responsibility for this. She should be removed from the air waves, not Imus. These are the types of people that attacked Don Imus. Everyone that helped Imus should get a medal. Everyone. The hundreds of thousands of brave, smart and good people. Happy holidays. Great job!
Tamara Barkley - 11/5/2007 11:24:00 PM EST -
It was a long struggle, but Roker and his epileptic child hating ilk are defeated. Roker was disgraced. Russert was disgraced. Abrams was demoted and exiled. The people that supported Imus are truly good people. God bless you all. I hope we don't have to unite against trhe likes of Fat Al Roker again. But if he ever attacks the innocent, or sick children again, we will unite again against that Fat Waste. Good job. Viva December 3, 2007.
Malik Johnson - 11/4/2007 12:42:00 PM EST
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