MSNBC adjusts image as war looms

On the eve of a possible U.S.-led war on Iraq, MSNBC is re-branding itself yet again, this time to reemphasize its hard-news lineage. So viewers tuning to MSNBC this week -- and lately there haven’t been enough of those to satisfy the channel’s bosses -- will notice immediate changes. MSNBC anchors have been told to stop using the “America’s News Channel” slogan, which was introduced in April and was meant to convey that the network had a broad range of opinions, and instead refer to the channel as “NBC News on Cable 24 hours a day.”

The network, which runs third to Fox News Channel and CNN, already phased out its American flag-colored peacock logo a few weeks back, substituting a rainbow of feathers, and the “America’s News Channel” logo will be phased out this week as well.

The change, according to a spokesman, is meant to play up the network’s “core strength,” as the “only cable news channel with a parent which is a network news organization.” It comes at a time when CNN too is looking a little less flashy and a little more serious, toning down some of its busier graphics.

MSNBC’s programming is certain to include less opinion and more hard news, if there is a war, and its NBC News ties will be apparent, as NBC correspondents appear on the network. But whether the longer-term programming strategy will change to reflect the new slogan is unclear.

A programming overhaul is expected once the war situation is resolved. The network has hired outspoken ex-Minnesota Gov. Jesse Ventura to host a prime-time opinion show, and conservative San Francisco radio host Michael Savage for a Saturday slot, but it has also held talks with ABC News’ Sam Donaldson about doing a newsier prime-time program. Former House Majority Leader Dick Armey (R-Texas) is expected to be named a contributor this week, joining fellow Republican and former Rep. Joe Scarborough. Meanwhile, the long-term fate of Phil Donahue’s show remains unclear.

-- Elizabeth Jensen