MSNBC: Is it Moonbase NBC or the Peacock Cosmetics counter at Macy’s?

    I tuned into MSNBC this morning for the first time since the move from New Jersey back to Rockefeller Center. I was disappointed that they moved. I thought that it was actually a good thing that a major news operation was located outside the big city, albeit a stone’s throw away. All I can say for the new studios are, “here we go again”.  Here we go again, MSNBC is trying to re-invent itself for the umpteenth time.
    Actually, I can see that bringing the news operations under one roof makes operational sense, if not strategic sense in marketing. Perhaps they have not gone far enough. Is it not time to re-brand and re-launch MSNBC all together?
    Outside of free computers for use of the employees, I have never been able to figure out what marketing leverage the MS in MSNBC has ever helped them. What has Microsoft done for them? As a viewer, I certainly see nothing.  So, how about dropping the MS, NBC? A number of years ago, I thought there was a rumor of merging CNBC and MSNBC together. That made a lot of sense to me, but CNBC has actually been a success in their niche of business television. I thought that originally CNBC was going to be what MSNBC became. The “C” in CNBC must stand for cable, much like in CNN. By being successful with CNBC, NBC rather screwed up in reverse. So, MSNBC continues to make cosmetic changes to their broadcast presentation in a struggle to get near CNN and Fox News in the ratings. I think the term “cosmetic changes” is perfect for the new sets. They look like they come right out of Macy’s cosmetic department, all the glass and chrome and pretty lighting. I can hear an anchor saying, “Try new and improved “Doc Bloc” with extra violence. You’ll love it!”
    Actually, the first impression I got was that the production designer was obviously a fan of the 1970’s science fiction series, Space: 1999. I know I was and those sets look like Moonbase Alpha! Brian Williams doing the NBC Nightly News in Commander Koenig’s uniform complete with zippered sleeve and flared trousers would be the perfect touch. With all the mirrored disco surfaces, I wondered how long until a member of the production staff would be seen in the shot. It did not take long before a pair of legs reflected back off Contessa Brewer’s news desk. Ooops! This is a television studio, not Studio 54. Think people!
    Speaking of Contessa Brewer... Her act on MSNBC this morning was a little out of control. She was not just editorializing stories, but pontificating and coming off like a bad actress. She raged against airlines for making profits while meanwhile losing luggage and causing delays.
    “And what kind of service are you getting for those profits?” she sarcastically asked the viewer looking at the camera. Here was another instance of a member of the media, a “journalist’ not knowing a thing about the subject and making some statement without any facts or analysis. Her wrath was aimed specifically at Delta Air Lines. Apparently, her sister, a member of the military, recently returned home after being on duty. Delta had lost her luggage. The luggage had her sister’s medical records in it and now they cannot be found. Now, I do not think that I would put my medical records in my luggage while flying.  Anyone knows that one of the risks of air travel is the risk that your luggage might get lost in transit. I am a self-professed fan of Delta, but know that Delta is not perfect, none of the airlines are. What irritated me was how un-professional Contessa Brewer seemed, rolling her eyes and sounding sarcastic. She came across as judge, jury and executioner of the airline industry. Like a lot of news people she just has to interject with an opinion rather than just state the story. Hands up, how many of you are tired of news people giving un-informed opinions about stories related to what is scrolling down the teleprompter.
    Finally. One production element did cross over from New Jersey to Manhattan, the floating camera. A lot of traditional screen aesthetics went out the window in the 1990s.  It became trendy to have quick cuts between cameras, even if they were jump cuts. Having the camera constantly moving was sooooo hip… and so horrible looking. MSNBC continues to hang onto a version of this with the slow floating camera wide shot that will SUDDENLY cut to a locked off shot of a host or guest. Time to give it up. It is not hip anymore and it is still jarring and annoying to the viewer.
    MSNBC the latest makeover edition; how long will this one last?