brucekluger.com

    The Baltimore Sun, March 18, 2003

    Cable talk television shuts out liberal voices

    By Bruce Kluger


    NEW YORKEarlier this month, executives at the MSNBC cable news network
    canceled Phil Donahue's 6-month-old talk show, a level- headed panel program
    that the pacifist host had hoped would "break through the noisy drums of war on
    cable."

    In its place, the network simply tacked an extra hour onto its popular Countdown:
    Iraq, a nightly report that breathlessly awaits the first Baghdad bombings.

    Once again, the lucrative business of war trumped the boring business of peace.

    MSNBC's cancellation of Mr. Donahueand the simultaneous ascendancy of the
    man he was hired to beat, Fox News Channel's dyspeptic, conservative talk show
    host Bill O'Reillypoints to a fever that has finally spiked on the cable news dial.
    Hard facts and incisive commentary have ceded ground to partisan punditry and
    rancorous roundtables, and suddenly the once-sacred institution of broadcast news
    is looking like an episode of Survivor. A bad one.

    Although in his final weeks Mr. Donahue trailed Mr. O'Reilly and CNN's Connie
    Chung in the 8 p.m. time slot, his was still the highest-rated program on MSNBC,
    surpassing even the popular Hardball with Chris Matthews. Despite that feat,
    however, the one quality Mr. Donahue apparently lacked was the very thing his
    employer needed from him most: a hard-line, heartfelt belief in the Bush
    administration's conservative agenda.

    That concession Mr. Donahue could not give his bosses. In the end, Mr. O'Reilly's
    calls for desert carnage captured the imagination of American viewers in ways that
    Mr. Donahue's arguments for measured diplomacy couldn't, and now he's out of a
    job. There goes the last standing true liberal in cable news.

    Then again, most industry watchers were not surprised by Mr. Donahue's
    termination; MSNBC had been readying his noose for months. Staggered by the
    success of The O'Reilly Factorwhose cantankerous host reigns as the most
    watched performer on cable TV newsNBC News didn't like being shoved to the
    bottom of the cable ratings chart.

    Consequently, according to writer Rick Ellis of AllYourTV.com, executives quietly
    commissioned a study to help MSNBC rethink its programming. While the
    subsequent report did not forecast the rosiest of futures for the struggling network,
    Mr. Donahue's grades were particularly grim. Describing the veteran white-maned
    host as "out of touch with the current marketplace," the study said Mr. Donahue
    presented a "difficult public face" for the network in a time of war.

    "He seems to delight in presenting guests who are anti-war, anti-Bush and skeptical
    of the administration's motives," cautioned the report, which then delivered its final,
    ominous warning: that the show could become "a home for the liberal anti-war
    agenda at the same time that our competitors are waving the flag at every
    opportunity."

    In other words, missiles sell, and MSNBC desperately needed to restock its armory.

    Although this disturbing game of broadcast musical chairs supports the
    conventional wisdom that cable viewers skew to a more conservative ilk, avowed
    lefties aren't giving up just yet.

    Since January, two separate organizations have announced plans to bring the
    ideological battle to the radio front.

    Democracy Radio Inc., a nonprofit formed by seasoned Washington Beltway
    Democrats, hopes to create liberal programming that would give the lords of
    conservative talksuch as Rush Limbaugh and Sean Hannitya run for their
    money. And two wealthy venture capitalists (and former donors to Bill Clinton and Al
    Gore) from Chicago, Sheldon and Anita Drobny, plan to launch a liberal radio
    network with professional smart aleck Al Franken as a potential headliner.

    Meantime, MSNBC marches on in a decidedly eyes-right formation. In the same
    breath that it unceremoniously dumped Mr. Donahue, the network proudly
    announced forthcoming shows to be hosted by a phalanx of O'Reilly imitators,
    including über-conservative Mike Savage, former Republican House Majority
    Leader Dick Armey and former Minnesota Gov. (and ex-pro wrestler) Jesse Ventura.

    Not only do all three share philosophies that unambiguously tilt to the right (or in
    Mr. Ventura's case, veer wildly across the board), but all dabble in the kind of high-
    octane, low-brow discourse that would undoubtedly make their pernicious poobah
    and soon-to-be rivalMr. O'Reillysecretly beam with pride.

    Mr. Savage has commented that Hispanics "breed like rabbits" and women "should
    have been denied the vote"; Mr. Armey has referred to gay congressman Barney
    Frank as "Barney Fag"; and Mr. Ventura once asked the Dalai Lama whether he'd
    ever seen Caddyshack.

    Welcome to "America's News Channel."