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MSNBC - The news industry's version of The HMS Titanic

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To no one’s surprise in the broadcast news business, MSNBC's ratings and revenue are just north of the Marianas Trench. There is little hope for a miracle recovery the situation has gotten so bad, according to Politico columnist Dylan Byers on Monday.

Perhaps the fact that April Fool’s Day is ‘news’ anchor Rachael Maddow’s 41st birthday, it means either an omen or karma in some form.

The question now at hand is what parent network NBC will do about the mess at MSNBC. Bad ratings mean low ad revenue which translates to why are the brass paying Maddow $7 million a year to reach crickets and sagebrush?

MSNBC entered the news ratings wars largely due to their anti-George W. Bush theme. Their heyday was the election of Barack Obama in 2008.

Since those glory days of yore, the ultra-liberal format has drawn big yawns from the rapidly dwindling audience as commentators like the Reverend Al Sharpton do their best to impersonate P.T. Barnum’s finest acts.

MSNBC was not alone in sliding ratings during 2013, but arch-competitors Fox News Channel and CNN did not experience the train wreck in their audience decline, according to Pew Research Center.

NBC needs to either radically change the format at their little sister network or send for a priest to deliver last rites.

"The Rachel Maddow Show," "Hardball with Chris Matthews" and "Morning Joe" should be saved, Byers said.

Then he provided the most understated advice MSNBC could humanely receive by reiterating the obvious - the besieged ‘news’ format "is in need of a restart."

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