Title: Rachel Maddow Returns to MSNBC's Prime Time Slot for Trump's First 100 Days
MSNBC's prime-time powerhouse, Rachel Maddow, is ramping up her on-air presence during the initial 100 days of President-elect Donald Trump's second term, as announced by the network on Monday. This move is anticipated to inject a much-needed boost into MSNBC's viewership, hitting a critical period in American politics.
Since 2022, Maddow's show, the network's highest-rated program, has aired only once a week. She took a break to focus on films, books, and podcasts. Now, Maddow will be back at her anchor desk weeknights at 9 p.m. ET. In Maddow's absence, Alex Wagner, who currently anchors the timeslot Tuesday through Friday, will be shifted to special assignments, covering the implications of Trump's policies.
This shift will see Wagner's coverage being featured across MSNBC's shows and platforms. Maddow will also lead the network's live special inauguration coverage on January 20. MSNBC President Rashida Jones, in a statement, highlighted the importance of covering the early days of the administration from various angles. "No one is better equipped to bring those stories from the field to MSNBC viewers than our intrepid Alex Wagner," she said.
In an interview with USA Today, Maddow explained that the decision to reshuffle the network's prime-time schedule was made by Jones. Maddow also revealed Wagner's eagerness to get out in the country and cover the impact of Trump's second term. They will return to their previous schedules after the 100-day window.
As cable news networks experience a drop in viewership, including prime-time ratings, MSNBC hopes to leverage Maddow's star power to maintain its progressive viewership. Audiences are continuing to cut the cable cord, but the network is banking on its star's appearance to help buoy its numbers.
Maddow believes that the country needs attentive coverage of the political landscape, especially given the uncertainty surrounding Trump's second term. "There's a sort of head-in-the-sand wish casting that's happening with a lot of people checking out of the news," she told USA Today. "But people know that's not actually the way to stop it from happening. If this shambolic transition is anything to go on, the second Trump term is going to affect a lot of Americans, and they're going to want to pay attention."
[Enrichment Data: This move is a strategic bet by MSNBC to attract viewers who are likely to be engaged in the political landscape once Trump is back in office, as MSNBC saw its ratings rise during his trials and impeachment hearings in the past. Maddow's temporary return to a five-night-a-week schedule is part of MSNBC's strategy to capitalize on the heightened political interest during Trump's presidency.]
Given MSNBC's strategy to capitalize on heightened political interest during Trump's second term, the network might utilize Maddow's presence to attract viewers in the business sector interested in the political landscape. Additionally, to broaden its media reach, MSNBC could potentially feature Wagner's coverage of Trump's policies on digital platforms and online news outlets.
