MSNBC Puts Muscle Behind New Lineup


MSNBC is planning a multimillion-dollar ad campaign to promote its new
primetime lineup -- a schedule that will kick off July 15 with a new 7 p.m. show
hosted by former New York Post editor Jerry Nachman, officials said

The new lineup -- which includes shows anchored by Phil Donahue, Chris
Matthews and Ashleigh Banfield -- will debut on MSNBC's sixth anniversary. The
programming changes are part of MSNBC's effort to rebrand itself as 'America's
NewsChannel,' focusing on offering news analysis.

Officials have previously disclosed that Donahue would air weeknights
at 8 p.m., followed by Hardball with Chris Matthews at 9 p.m. and
Ashleigh Banfield: On Location at 10 p.m.

But Monday, for the first time, MSNBC set a time period for Nachman's new
show, Nachman, which will offer news analysis by the former print
journalist and veteran of WNBC-TV and WCBS-TV, both in New York.

MSNBC will promote the new Donahue show and the primetime schedule
with its biggest marketing campaign ever, starting July 1. It will include
national print, ads in vehicles such as USA Today and TV Guide,
network radio and outdoor ads.

MSNBC will also target four major markets -- New York, Boston, Chicago and
Washington, D.C. -- where there are a high concentration of cable news viewers
with an overlay of radio, local cable and print.

All of MSNBC's primetime programming will have 90-second news updates at the
top of the hour and at the half-hour.