Editing MSNBC (section)

==History==
{{Evolution of Comcast NBCUniversal}}

===Development===
MSNBC was established in 1996 under a strategic partnership between [[NBC]] and [[Microsoft]]. NBC executive [[Tom Rogers (executive)|Tom Rogers]] was instrumental in developing the partnership. [[James Kinsella (entrepreneur)|James Kinsella]], a Microsoft executive, served as president of the online component, MSNBC.com, and represented the technology company in the joint venture.<ref>{{Cite web |last=Huhn |first=Mary |date=January 13, 1999 |title=MSNBC.com Nets Cyber Pioneer As Head |url=https://nypost.com/1999/01/13/msnbc-com-nets-cyber-pioneer-as-head/ |url-status=live |archive-url=https://web.archive.org/web/20191216033104/https://nypost.com/1999/01/13/msnbc-com-nets-cyber-pioneer-as-head/ |archive-date=December 16, 2019 |access-date=March 12, 2019 |website=[[New York Post]] |language=en}}</ref> Microsoft invested $221&nbsp;million for a 50 percent share of the cable channel.<ref>{{Cite news |last1=Lesly |first1=Elizabeth |last2=Rebello |first2=Kathy |date=July 15, 1996 |title=Network Meets Net: How big an audience is there for Microsoft and NBC's cable-Web news venture? |work=[[Bloomberg BusinessWeek]] |url=http://www.businessweek.com/stories/1996-07-14/network-meets-net |url-status=dead |access-date=August 13, 2013 |archive-url=https://web.archive.org/web/20130607140238/http://www.businessweek.com/stories/1996-07-14/network-meets-net |archive-date=June 7, 2013}}</ref> MSNBC and Microsoft shared the cost of a $200&nbsp;million newsroom in [[Secaucus, New Jersey]], for [[msnbc.com]]. The network took over the channel space of NBC's two-year-old [[America's Talking|America's Talking (AT)]] network, although in most cases cable carriage had to be negotiated with providers who had never carried AT.{{citation needed|date=November 2024}}

===1996–2007===
[[File:OldMSNBCLogo.svg|thumb|right|upright|MSNBC's logo used from 1996 until 2009. The "N" in the logo was changed from red to black in 2002. This variant has occasionally been used after 2006 as an alternative logo in a horizontal form.]]
{{Main|History of MSNBC: 1996–2007}}

MSNBC was launched on July 15, 1996. The first show was anchored by [[Jodi Applegate]] and included news, interviews, and [[opinion piece|commentary]].<ref>{{Cite news |last=Williams |first=Brian |author-link=Brian Williams |date=July 15, 2021 |title=Mine was the second voice ever heard on MSNBC. 25 years later, our future is limitless. |publisher=MSNBC |url=https://www.msnbc.com/msnbc/mine-was-second-voice-ever-heard-msnbc-25-years-later-n1273771 |archive-url=https://web.archive.org/web/20210715115029/https://www.msnbc.com/msnbc/mine-was-second-voice-ever-heard-msnbc-25-years-later-n1273771 |archive-date=July 15, 2021}}</ref> During the day, rolling news coverage continued with ''The Contributors'', a show that featured [[Ann Coulter]] and [[Laura Ingraham]], as well as interactive programming coordinated by Applegate, [[John Gibson (media host)|John Gibson]], and [[John Seigenthaler Jr.|John Seigenthaler]]. Stories were generally longer and more detailed than the stories [[CNN]] was running. NBC also highlighted their broadcast connections by airing stories directly from NBC's network affiliates, along with breaking news coverage from the same sources.<ref>{{Cite book |last=Collins |first=Scott |url=https://archive.org/details/crazylikefoxinsi00coll |title=Crazy Like A Fox: The Inside Story of How Fox News Beat CNN |publisher=[[Portfolio (publisher)|Portfolio]] |year=2004 |isbn=978-1-59184-029-9 |oclc=53887528 |url-access=registration |via=[[Internet Archive]]}}</ref>

MSNBC gradually increased its emphasis on politics.<ref>{{cite news | last=Moss | first=Linda | title=MSNBC Shifts Shows | publisher=Cable World | date=July 2, 2001}}</ref> After completing its seven-year survey of cable channels, the [[Project for Excellence in Journalism]] said in 2007 that "MSNBC is moving to make politics a brand, with a large dose of opinion and personality."<ref name="project">{{Citation |last1=Kennedy |first1=Courtney |title=ASSESSING THE RISKS TO ONLINE POLLS FROM BOGUS RESPONDENTS |date=March 19, 2008 |chapter-url=http://stateofthemedia.org/2007/cable-tv-intro/public-attitude |archive-url=https://web.archive.org/web/20220922005018/https://www.pewresearch.org/2008/03/19/public-attitudes-toward-the-war-in-iraq-20032008/ |chapter=Public Attitudes Toward the War in Iraq: 2003-2008 |publisher=[[Pew Research Center]] [[Project for Excellence in Journalism]] |archive-date=September 22, 2022 |last2=Hatley |first2=Nick |last3=Lau |first3=Arnold |last4=Mercer |first4=Andrew |last5=Keeter |first5=Scott |last6=Ferno |first6=Joshua |last7=Asare-Marfo |first7=Dorene}}</ref>

In January 2001, [[Mike Barnicle]]'s MSNBC show started, but it was canceled in June 2001 because of high production costs.<ref>{{Cite news |last=Starr |first=Michael |date=June 26, 2001 |title=Starr Report - MSNBC scrapes off Barnicle |language=en-US |work=[[New York Post]] |url=https://nypost.com/2001/06/26/starr-report-23/ |access-date=September 26, 2022 |archive-url=https://web.archive.org/web/20210920150032/https://nypost.com/2001/06/26/starr-report-23/ |archive-date=September 20, 2021}}</ref> In June, Microsoft chief executive officer [[Steve Ballmer]] said that he would not have started MSNBC had he foreseen the difficulty of attracting viewers.<ref>{{Cite news |last=Olsen |first=Stefanie |date=June 7, 2001 |title=Ballmer: Would not launch MSNBC again |publisher=[[CNET]] |url=http://news.cnet.com/2100-1023-268073.html |archive-url=https://web.archive.org/web/20130116202743/http://news.cnet.com/2100-1023-268073.html |archive-date=January 16, 2013}}</ref>

After the [[September 11, 2001, attacks]], NBC used MSNBC as an outlet for the up-to-the-minute coverage being provided by NBC News as a supplement to the longer stories on broadcast NBC. With little financial news to cover, [[CNBC]] and [[CNBC Europe]] ran MSNBC for many hours each day following the attacks. The year also boosted the profile of [[Ashleigh Banfield]], who was present during the collapse of [[7 World Trade Center#Original building (1987–2001)|Building 7]] while covering the World Trade Center on September 11.<ref>{{Cite news |last=Gough |first=Paul J. |date=September 11, 2006 |title=Five years later, memories of a trying task |work=[[Today (American TV program)|Today]] |url=http://www.today.com/popculture/five-years-later-memories-trying-task-wbna14783031 |url-status=live |access-date=April 26, 2017 |archive-url=https://web.archive.org/web/20170427102111/http://www.today.com/popculture/five-years-later-memories-trying-task-wbna14783031 |archive-date=April 27, 2017}}</ref> Her ''Region in Conflict'' program capitalized on her newfound celebrity and showcased exclusive interviews from [[Afghanistan]].<ref>{{Cite web |title=CNN Profiles – Ashleigh Banfield – Host, HLN's Primetime Justice with Ashleigh Banfield |url=http://www.cnn.com/profiles/ashleigh-banfield-profile#about |url-status=deviated |archive-url=https://web.archive.org/web/20170425135715/http://www.cnn.com/profiles/ashleigh-banfield-profile#about |archive-date=April 25, 2017 |access-date=April 26, 2017 |publisher=[[CNN]]}}</ref>

In the aftermath of September 11, MSNBC began calling itself "America's NewsChannel" and hired opinionated hosts like [[Alan Keyes]], [[Phil Donahue]], [[Pat Buchanan]], and [[Tucker Carlson]].<ref>{{Cite magazine |last=Dana |first=Rebecca |date=March 25, 2013 |title=Slyer Than Fox |url=https://newrepublic.com/article/112733/roger-ailes-msnbc-how-phil-griffin-created-lefts-fox-news |url-status=live |magazine=[[The New Republic]] |archive-url=https://web.archive.org/web/20190428125305/https://newrepublic.com/article/112733/roger-ailes-msnbc-how-phil-griffin-created-lefts-fox-news |archive-date=April 28, 2019 |access-date=April 21, 2017}}</ref> This branding makeover, however, was followed by declining ratings.<ref>{{Cite book |last1=Stempel III |first1=Guido H. |url=https://books.google.com/books?id=GHACCwAAQBAJ&pg=PA283 |title=The 21st-Century Voter: Who Votes, How They Vote, and Why They Vote [2 volumes] |last2=Hargrove |first2=Thomas K. |date=December 14, 2015 |publisher=[[ABC-CLIO]] |isbn=9781610692281 |access-date=April 26, 2017 |archive-url=https://web.archive.org/web/20200105180935/https://books.google.com/books?id=GHACCwAAQBAJ&pg=PA283 |archive-date=January 5, 2020 |url-status=live}}</ref>

On December 23, 2005, NBCUniversal announced its acquisition of an additional 32 percent share of MSNBC from Microsoft,<ref>{{cite news | url=https://variety.com/2005/digital/markets-festivals/peacock-plucks-msnbc-1117935156/ | title=Peacock plucks MSNBC | last=Learmonth | first=Michael | date=December 23, 2005 | work=[[Variety (magazine)|Variety]] | access-date=April 26, 2017 | archive-date=April 27, 2017 | archive-url=https://web.archive.org/web/20170427101835/http://variety.com/2005/digital/markets-festivals/peacock-plucks-msnbc-1117935156/ | url-status=live }}</ref> which solidified its control over television operations and allowed NBC to further consolidate MSNBC's backroom operations with NBC News and its other cable properties. (The news website msnbc.com remained a separate joint venture between Microsoft and NBC for another seven years.) NBC later exercised its option to purchase Microsoft's remaining 18 percent interest in MSNBC.

In late 2005, MSNBC began attracting liberal and progressive viewers as [[Keith Olbermann]] began critiquing and satirizing [[conservatism in the United States|conservative]] media commentators during his ''[[Countdown With Keith Olbermann]]'' program. He especially focused his attention on the [[Fox News Channel]] and [[Bill O'Reilly (political commentator)|Bill O'Reilly]], its principal primetime commentator.

On June 7, 2006, [[Rick Kaplan]] resigned as president of MSNBC after holding the post for two years.<ref>{{Cite news |last1=Stelter |first1=Brian |author-link1=Brian Stelter |date=June 7, 2006 |title=Rick Kaplan Exits: Effective Immediately, President Of MSNBC Steps Down |work=[[TVNewser]] |url=http://www.mediabistro.com/tvnewser/rick-kaplan-exits-effective-immediately-president-of-msnbc-steps-down_b9986 |url-status=dead |access-date=January 23, 2008 |archive-url=https://web.archive.org/web/20110110035451/http://www.mediabistro.com/tvnewser/rick-kaplan-exits-effective-immediately-president-of-msnbc-steps-down_b9986 |archive-date=January 10, 2011}}</ref> Five days later, [[Dan Abrams]], a nine-year veteran of MSNBC and NBC News, was named general manager of MSNBC with immediate effect. NBC News senior vice president Phil Griffin would oversee MSNBC while continuing to oversee NBC News' ''[[Today (American TV program)|Today]]'' program, with Abrams reporting to Griffin.

On June 29, 2006, Abrams announced the revamp of MSNBC's early-primetime and primetime schedule. On July 10, ''[[Tucker (television program)|Tucker]]'' (formerly ''The Situation with Tucker Carlson'') started airing at 4 p.m. and 6&nbsp;pm. ET (taking over Abrams' old timeslot), while [[Rita Cosby]]'s ''Live & Direct'' was canceled. Cosby was made the primary anchor for ''MSNBC Investigates'' at 10 and 11&nbsp;pm. ET, a new program that took over Cosby and Carlson's timeslots. According to the press release, ''MSNBC Investigates'' promised to "complement MSNBC's existing programming by building on [the channel's] library of award-winning documentaries."<ref>{{Cite web |date=June 29, 2006 |title=MSNBC Announcement |url=http://nbcumv.com/release_detail.nbc/msnbc-20060629000000-msnbcannouncesprim.html |url-status=dead |archive-url=https://web.archive.org/web/20080317181458/http://blogs.kansascity.com/tvbarn/2006/06/tucker_carlson_.html |archive-date=March 17, 2008 |access-date=January 23, 2008}}</ref> The move to taped programming during 10 and 11 p.m. probably resulted from MSNBC's successful Friday "experiment" of replacing all primetime programming with taped specials.

On September 24, 2007, Abrams announced that he was leaving his general manager position so he could focus on his 9:00&nbsp;pm. ET talk show, ''Live With Dan Abrams''. Oversight of MSNBC was shifted to Phil Griffin, a senior vice president at NBC.<ref>{{Cite news |last=Kurtz |first=Howard |author-link=Howard Kurtz |date=September 25, 2007 |title=MSNBC's Abrams Quits His Day Job |page=C03 |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/wp-dyn/content/article/2007/09/24/AR2007092401490.html |archive-url=https://web.archive.org/web/20080911082716/https://www.washingtonpost.com/wp-dyn/content/article/2007/09/24/AR2007092401490.html |archive-date=September 11, 2008}}</ref>

[[File:111907l.jpg|thumb|right|MSNBC's studio in NYC]]
[[File:111907g.jpg|thumb|right|The MSNBC studio]]

MSNBC and NBC News began broadcasting from their new studios at NBC's 30 Rockefeller Plaza complex in New York City on October 22, 2007.<ref>{{Cite news |last=Ariens |first=Chris |date=October 11, 2007 |title=NBC News to Begin Broadcasting from New World Headquarters |work=[[TVNewser]] |url=http://www.mediabistro.com/tvnewser/nbc-news-to-begin-broadcasting-from-new-world-headquarters-oct-22_b16529 |url-status=dead |access-date=January 23, 2008 |archive-url=https://web.archive.org/web/20101126142500/http://www.mediabistro.com/tvnewser/nbc-news-to-begin-broadcasting-from-new-world-headquarters-oct-22_b16529 |archive-date=November 26, 2010}}</ref> The extensive renovations of the associated studios allowed NBC to merge its entire news operation into one building. All MSNBC broadcasts and ''[[NBC Nightly News]]'' originate from the new studios. More than 12.5 hours of live television across the NBC News family originate from the New York studios daily. MSNBC also announced new studios near the [[Universal Studios, Inc.|Universal Studios]] lot.<ref>{{cite news|url=https://www.multichannel.com/news/msnbc-move-new-york-city-studio-366532|title=MSNBC to Move to New York City Studio|last=Moss|first=Linda|date=October 11, 2007|work=[[Multichannel News]]|access-date=January 6, 2020|archive-date=January 14, 2021|archive-url=https://web.archive.org/web/20210114000433/https://www.nexttv.com/news/msnbc-move-new-york-city-studio-366532|url-status=live}}</ref> MSNBC's master control did not make the move to 30 Rock. It remained in the old Secaucus headquarters until it completed its move to the NBC Universal Network Origination Center located inside the CNBC Global Headquarters building in [[Englewood Cliffs, New Jersey]], on December 21, 2007. Shortly thereafter, [[Major League Baseball]] firmed up a long-term lease of the former MSNBC building to become the home studios of [[MLB Network]], which launched from the facility on January 1, 2009.<ref>{{cite news|url=https://www.newscaststudio.com/2008/10/20/mlb-network-taking-over-former-msnbc-hq/|title=MLB Network taking over former MSNBC HQ|last=Hill|first=Michael P.|date=October 20, 2008|work=Newscast Studio|access-date=January 6, 2020|archive-date=January 14, 2021|archive-url=https://web.archive.org/web/20210114000451/https://www.newscaststudio.com/2008/10/20/mlb-network-taking-over-former-msnbc-hq/|url-status=live}}</ref>

===2008–2015===
[[File:MSNBC logo (2008-2015).svg|thumb|MSNBC logo used from 2009 to 2015.]]
{{Main|History of MSNBC: 2008–2015}}
From mid-2007 to mid-2008, MSNBC enjoyed a large increase in its [[Nielsen ratings]].<ref name="Kurtz">{{Cite news |last=Kurtz |first=Howard |author-link=Howard Kurtz |date=May 28, 2008 |title=MSNBC, Leaning Left And Getting Flak From Both Sides |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/wp-dyn/content/article/2008/05/27/AR2008052703047_pf.html |url-status=live |access-date=August 28, 2008 |archive-url=https://web.archive.org/web/20120409055532/http://www.washingtonpost.com/wp-dyn/content/article/2008/05/27/AR2008052703047_pf.html |archive-date=April 9, 2012}}</ref> Primetime viewings increased by 61 percent.<ref name=Kurtz/> In May 2008, NBC News president [[Steve Capus]] said, "It used to be people didn't have to worry about MSNBC because it was an also-ran cable channel.... That's not the case anymore."<ref name=Kurtz/> [[Tim Russert]]'s sudden death in June 2008 removed the person whom ''[[The Wall Street Journal]]'' called the "[[rudder]] for the network" and led to a period of transition.<ref name="live">{{Cite news |last=Dana |first=Rebecca |date=August 28, 2008 |title=MSNBC Anchors' Fights Go Live |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/SB121989105850778775 |archive-url=https://web.archive.org/web/20170809172637/https://www.wsj.com/articles/SB121989105850778775 |archive-date=August 9, 2017}}</ref>

During the [[2008 United States presidential election|2008 presidential election]], MSNBC's coverage was anchored by Olbermann, [[Chris Matthews]], and [[David Gregory (journalist)|David Gregory]]. They were widely viewed as the face of the channel's political coverage.<ref name=live/> During the first three months of the presidential campaign, MSNBC's ratings grew by 158 percent.<ref name="cbsnews.com"/> Olbermann and Matthews, however, were criticized for expressing left-leaning opinions on the channel. Both were later removed from their anchor positions.<ref name="nytimes.com"/> Audience viewership during the 2008 presidential campaign more than doubled from the [[2004 United States presidential election|2004 presidential election]], and the channel topped CNN in ratings for the first time during the last three months of the campaign in the key 25–54 age demographic.<ref>{{cite news | url=https://www.nytimes.com/2008/11/15/arts/television/15netw.html | work=[[The New York Times]] | title=Election's Over, So What's Next for the Cable News Channels? | first=Bill | last=Carter | date=November 15, 2008 | access-date=May 13, 2010 | archive-date=April 10, 2009 | archive-url=https://web.archive.org/web/20090410220140/http://www.nytimes.com/2008/11/15/arts/television/15netw.html | url-status=live }}</ref><ref name="nytimes.com"/>

In September 2008, the channel hired political analyst and [[Air America Radio]] personality [[Rachel Maddow]] to host a new political opinion program called ''[[The Rachel Maddow Show]]''. The move to create a new program for the channel was widely seen as a well-calculated ratings move, where beforehand, MSNBC lagged behind in coveted primetime ratings.<ref name="cbsnews.com">{{Cite news |last=Friedman |first=Jon |date=November 24, 2008 |title=At MSNBC, The 'M' Is For (Rachel) Maddow |publisher=[[CBS News]] |url=https://www.cbsnews.com/news/at-msnbc-the-m-is-for-rachel-maddow/ |url-status=live |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20101114233507/http://www.cbsnews.com/stories/2008/11/24/business/marketwatch/main4628803.shtml |archive-date=November 14, 2010}}</ref> The show regularly outperformed CNN's ''[[Larry King Live]]'', and made the channel competitive in the program's time slot for the first time in over a decade.<ref>{{Cite news |last=Baird |first=Julia |author-link=Julia Baird (journalist) |date=November 21, 2008 |title=When Left is Right |work=[[The Daily Beast]] |url=http://www.thedailybeast.com/newsweek/2008/11/21/when-left-is-right.html |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20121003003638/http://www.thedailybeast.com/newsweek/2008/11/21/when-left-is-right.html |archive-date=October 3, 2012}}</ref><ref>{{Cite news |last=Calderone |first=Michael |date=March 31, 2009 |title=For first time, MSNBC tops CNN in primetime |work=[[Politico]] |url=http://www.politico.com/blogs/michaelcalderone/0309/For_first_time_MSNBC_tops_CNN_in_primetime_.html |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20101224003840/http://www.politico.com/blogs/michaelcalderone/0309/For_first_time_MSNBC_tops_CNN_in_primetime_.html |archive-date=December 24, 2010}}</ref>

In the first quarter of 2010, MSNBC beat CNN in primetime and overall ratings, marking the first time doing so since 2001.<ref name="tvbythenumbers.com">{{Cite news |last=Gorman |first=Bill |date=March 30, 2010 |title=MSNBC Beats CNN in 1Q 2010 In Primetime; And In Total Day Among Adults In March, First Time Since 2001 |work=[[TV by the Numbers]] |url=http://tvbythenumbers.zap2it.com/2010/03/30/msnbc-beats-cnn-in-1q-2010-in-primetime-and-in-total-day-among-adults-in-march-first-time-since-2001/46635 |url-status=dead |access-date=March 31, 2010 |archive-url=https://web.archive.org/web/20101118013129/http://tvbythenumbers.zap2it.com/2010/03/30/msnbc-beats-cnn-in-1q-2010-in-primetime-and-in-total-day-among-adults-in-march-first-time-since-2001/46635 |archive-date=November 18, 2010}}</ref> The channel also beat CNN in total adult viewers in March, marking the seventh out of the past eight months that MSNBC achieved that result.<ref name="tvbythenumbers.com" /> In addition, the programs ''[[Morning Joe]]'', ''[[The Ed Show]]'', ''[[Hardball with Chris Matthews]]'', ''[[Countdown with Keith Olbermann]]'', and ''The Rachel Maddow Show'' finished ahead of their time slot competitors at CNN.<ref name="tvbythenumbers.com" /><ref name="led by rachel">{{cite news | url=https://www.nytimes.com/2017/06/05/business/media/msnbc-rachel-maddow-andrew-lack-ratings.html | title=Led by Rachel Maddow, MSNBC Surges to Unfamiliar Spot: No. 1 in Prime Time | last=Grynbaum | first=Michael M. | date=June 5, 2017 | work=[[The New York Times]] | access-date=June 14, 2017 | issn=0362-4331 | archive-date=June 9, 2017 | archive-url=https://web.archive.org/web/20170609231335/https://www.nytimes.com/2017/06/05/business/media/msnbc-rachel-maddow-andrew-lack-ratings.html | url-status=live }}</ref>

In the third quarter of 2010, MSNBC continued its solid lead over CNN, beating the network in total day for the first time since the second quarter of 2001 in the key adult demographic.<ref name="ReferenceA">{{Cite news |last=Bill |first=Gorman |date=September 28, 2010 |title=MSNBC Beats CNN In Total Day In 3Q Among A25-54, First Time Since 2Q 2001 |work=[[TV by the Numbers]] |url=http://tvbythenumbers.zap2it.com/2010/09/28/msnbc-beats-cnn-in-total-day-in-3q-among-a25-54-first-time-since-2q-2001/65585/ |url-status=dead |access-date=September 10, 2011 |archive-url=https://web.archive.org/web/20110909052954/http://tvbythenumbers.zap2it.com/2010/09/28/msnbc-beats-cnn-in-total-day-in-3q-among-a25-54-first-time-since-2q-2001/65585 |archive-date=September 9, 2011}}</ref> The network also beat CNN for the fourth consecutive quarter, among both primetime and total viewers, as well as becoming the only cable news network to have its key adult demographic viewership grow over the last quarter, increasing by 4 percent. During this time, MSNBC also became the number-one cable news network in primetime among both African American and Hispanic viewers.<ref name="ReferenceA" />

On October 11, 2010, MSNBC unveiled a new televised advertising campaign and slogan called "Lean Forward". "We've taken on CNN and we beat them," MSNBC president Phil Griffin told employees at a series of celebratory "town hall" meetings. "Now it's time to take on Fox." Concerning the campaign, Griffin said, "It is active, it is positive, it is about making tomorrow better than today, a discussion about politics and the actions and passions of our time."<ref name="mediabistro.com">{{Cite news |last=Weprin |first=Alex |date=October 10, 2010 |title=Phil Griffin: 'Lean Forward' Campaign 'Is Going to Define Us As MSNBC' |work=[[TVNewser]] |url=http://www.mediabistro.com/tvnewser/lean-forward-campaign-phil-griffi_b33894 |url-status=dead |access-date=October 13, 2010 |archive-url=https://web.archive.org/web/20101015033328/http://www.mediabistro.com/tvnewser/lean-forward-campaign-phil-griffi_b33894 |archive-date=October 15, 2010}}</ref> The new campaign embraces the network's politically progressive identity.<ref name="timesofindia.indiatimes.com">{{Cite news |last1=<!--Staff Writer--> |date=October 5, 2010 |title=Msnbc to 'lean forward' in two-year brand campaign |publisher=[[NBC News]] |url=https://www.nbcnews.com/id/wbna39507182 |access-date=October 13, 2010 |url-status=live|archive-url=https://web.archive.org/web/20130722142533/https://www.nbcnews.com/id/39507182/ns/business-media_biz |archive-date=July 22, 2013}}</ref> The two-year advertising campaign would cost $2&nbsp;million and consist of internet, television, and print advertising.<ref name="mediabistro.com" /> The new positioning has created brand image issues for msnbc.com, the umbrella website for the television network. A ''[[New York Times]]'' article quotes Charlie Tillinghast, president of msnbc.com, a separate company, as saying, "Both strategies are fine, but naming them the same thing is brand insanity."<ref name="may change name">{{cite news |last1=Stelter |first1=Brian |author-link1=Brian Stelter |date=October 6, 2010 |title=MSNBC on the Web May Change Its Name |url=https://www.nytimes.com/2010/10/07/business/media/07msnbc.html |url-status=live |archive-url=https://web.archive.org/web/20170226122901/http://www.nytimes.com/2010/10/07/business/media/07msnbc.html |archive-date=February 26, 2017 |access-date=February 22, 2017 |work=[[The New York Times]]}}</ref> As a result, msnbc.com eventually changed its name to prevent confusion with the television network, MSNBC;<ref name="may change name"/> it rebranded the more news-driven msnbc.com as [[NBCNews.com]] in July 2012.<ref name="msnbctonbcnews">{{Cite magazine |last1=Morabito |first1=Andrea |last2=Winslow  |first2=George |date=July 16, 2012 |title=NBC News Takes Back MSNBC.com From Microsoft |url=http://www.broadcastingcable.com/article/487235-NBC_News_Takes_Back_MSNBC_com_From_Microsoft.php |url-status=dead |magazine=[[Broadcasting & Cable]] |archive-url=https://web.archive.org/web/20121107095858/http://www.broadcastingcable.com/article/487235-NBC_News_Takes_Back_MSNBC_com_From_Microsoft.php |archive-date=November 7, 2012 |access-date=July 17, 2012}}</ref>

On January 21, 2011, Olbermann announced his departure from MSNBC and the episode would be the final episode of ''Countdown''.<ref name="EndCountdown">{{Cite news |last1=Schwartz |first1=Carly |last2=Mirkinson |first2=Jack |date=January 21, 2011 |title=Keith Olbermann And MSNBC Announce They Are Parting Ways |work=[[HuffPost]] |url=https://www.huffpost.com/entry/keith-olbermann-countdown-over_n_812506 |url-status=live |archive-url=https://web.archive.org/web/20220510043044/https://www.huffpost.com/entry/keith-olbermann-countdown-over_n_812506 |archive-date=May 10, 2022}}</ref><ref name="FinalCountdown">{{Cite news |last=Bauder |first=David |date=January 21, 2011 |title=Keith Olbermann leaving MSNBC, ends 'Countdown' |publisher=[[Yahoo! News]] |agency=[[Associated Press]] |url=https://news.yahoo.com/s/ap/20110122/ap_on_en_ot/us_tv_olbermann_9 |url-status=dead |archive-url=https://web.archive.org/web/20110125133632/http://news.yahoo.com/s/ap/20110122/ap_on_en_ot/us_tv_olbermann_9 |archive-date=January 25, 2011}}</ref> His departure received much media attention.<ref>{{Cite news |last=Carter |first=Bill |date=January 21, 2011 |title=Olbermann Leaves 'Countdown' on MSNBC |work=[[The New York Times]] |url=https://archive.nytimes.com/mediadecoder.blogs.nytimes.com/2011/01/21/olbermann-hosts-last-countdown-on-msnbc/?hp |url-status=live |access-date=September 26, 2022 |archive-url=https://web.archive.org/web/20220926231425/https://archive.nytimes.com/mediadecoder.blogs.nytimes.com/2011/01/21/olbermann-hosts-last-countdown-on-msnbc/?hp |archive-date=September 26, 2022}}</ref><ref>{{Cite news |last=Grinberg |first=Emanuella |date=January 21, 2011 |title=Keith Olbermann, MSNBC part ways |publisher=[[CNN]] |url=http://news.blogs.cnn.com/2011/01/21/keith-olbermann-leaving-msnbc/ |url-status=dead |archive-url=https://web.archive.org/web/20110124225300/http://news.blogs.cnn.com/2011/01/21/keith-olbermann-leaving-msnbc/ |archive-date=January 24, 2011}}</ref><ref>{{Cite news |last=<!--Staff writer--> |date=January 21, 2011 |title=Olbermann Announces Departure from MSNBC |publisher=[[Fox News]] |agency=[[Associated Press]] |url=https://www.foxnews.com/entertainment/olbermann-announces-departure-from-msnbc/ |url-status=live |access-date=January 21, 2012 |archive-url=https://web.archive.org/web/20120307081926/http://www.foxnews.com/entertainment/2011/01/21/olbermann-announces-leave-msnbc/ |archive-date=March 7, 2012}}</ref> MSNBC issued a statement that it had ended its contract with Olbermann, with no further explanation. Olbermann later revealed that he had taken his show to [[Current TV]].<ref>{{cite news | url=http://mediadecoder.blogs.nytimes.com/2011/02/07/olbermann-said-to-be-going-to-current-tv/?partner=rss&emc=rss | work=[[The New York Times]] | first1=Bill | last1=Carter | first2=Brian | last2=Stelter |author-link2=Brian Stelter | title=Olbermann Said to Be Going to Current TV | date=February 7, 2011 | access-date=February 16, 2011 | archive-date=February 11, 2011 | archive-url=https://web.archive.org/web/20110211104507/http://mediadecoder.blogs.nytimes.com/2011/02/07/olbermann-said-to-be-going-to-current-tv/?partner=rss&emc=rss | url-status=live }}</ref>

NBCUniversal News Group was created on July 19, 2012, under chairwoman Pat Fili-Krushel. It has been the news division of NBCUniversal. It is composed of the [[NBC News]], [[CNBC]] and MSNBC units.<ref>{{cite news |last1=Lieberman |first1=David |date=July 19, 2012 |title=Pat Fili-Krushel To Oversee NBCUniversal News Group |work=Deadline |url=https://deadline.com/2012/07/pat-fili-krushel-to-oversee-nbcuniversal-news-group-303547/ |access-date=July 23, 2012}}</ref>

During 2014, MSNBC's total ratings in the 25–54 demographic declined 20 percent, falling to third place behind CNN. Nevertheless, MSNBC retained its lead among the Hispanic and African-American demographics.<ref>{{Cite news |last=Kissell |first=Rick |date=December 31, 2014 |title=Fox News Dominates Cable News Ratings In 2014; MSNBC Tumbles |work=[[Variety (magazine)|Variety]] |agency=[[Reuters]] |url=https://www.huffpost.com/entry/fox-news-cable-news-ratings_n_6398220 |url-status=live |archive-url=https://web.archive.org/web/20190414170650/https://www.huffpost.com/entry/fox-news-cable-news-ratings_n_6398220 |archive-date=April 14, 2019 }}</ref>

===2015–2021===
[[File:MSNBC 2015-2021 logo.svg|thumb|MSNBC logo used from 2015 to 2021]]
[[Andrew Lack (executive)|Andrew Lack]] became the chairman of NBC News and MSNBC in 2015; he would impose a mandate on the network to reduce its emphasis on opinion programming, and place a larger focus on creating closer ties between it and the NBC News division.<ref>{{cite news |last=Koblin |first=John |url=https://www.nytimes.com/2015/07/31/business/media/msnbc-reshuffles-its-daytime-lineup-ahead-of-brian-williamss-debut.html |title=MSNBC Reshuffles Its Daytime Lineup Ahead of Brian Williams's Debut |work=The New York Times |date=July 31, 2015 |archive-url=https://web.archive.org/web/20150803014410/https://www.nytimes.com/2015/07/31/business/media/msnbc-reshuffles-its-daytime-lineup-ahead-of-brian-williamss-debut.html |archive-date=August 3, 2015 |url-status=live}}</ref><ref name=":1">{{Cite news |last1=Rutenberg |first1=Jim |last2=Grynbaum |first2=Michael M. |date=May 15, 2024 |title=How MSNBC's Leftward Tilt Delivers Ratings, and Complications |url=https://www.nytimes.com/2024/05/15/business/media/nbc-msnbc-trump-biden.html |archive-url=https://archive.today/20240525210336/https://www.nytimes.com/2024/05/15/business/media/nbc-msnbc-trump-biden.html |archive-date=May 25, 2024 |access-date=May 18, 2024 |work=The New York Times |language=en-US |issn=0362-4331}}</ref>

In 2015, to help revive the struggling network, Griffin announced he was transitioning MSNBC from left-leaning, opinionated programming to hard news programming. Nearly all daytime opinionated news programs were replaced with more generic news programs. [[Ronan Farrow]], [[Joy Reid]], [[Krystal Ball]], [[Touré (journalist)|Touré]], [[Abby Huntsman]], [[Alex Wagner]], and [[Ed Schultz]] lost their shows. [[Al Sharpton]]'s ''[[PoliticsNation]]'' was relegated to the weekend. News programs presented by established NBC News personalities such as [[Telemundo]] anchor [[Jose Diaz-Balart]], ''[[Meet the Press]]'' anchor [[Chuck Todd]], ''NBC Nightly News'' Sunday anchor [[Kate Snow]], [[Thomas Roberts (television journalist)|Thomas Roberts]], and former ''NBC Nightly News'' anchor [[Brian Williams]] replaced the opinion shows.<ref>{{Cite news |last=Reaney |first=Patricia |date=June 18, 2015 |title=Brian Williams dropped from NBC's 'Nightly News,' will join MSNBC |work=[[Reuters]] |url=https://www.reuters.com/article/us-media-brianwilliams-idUSKBN0OY22Y20150618 |url-status=dead |access-date=July 1, 2017 |archive-url=https://web.archive.org/web/20151016215158/http://www.reuters.com/article/2015/06/18/us-media-brianwilliams-idUSKBN0OY22Y20150618 |archive-date=October 16, 2015}}</ref> The revamped on-air presentation debuted in late summer 2015 and included a new logo, news ticker, and graphics package.<ref>{{Cite news |last=Ariens |first=Chris |date=August 15, 2015 |title=MSNBC Rolls Out New On-Air Look |work=[[TVNewser]] |url=http://www.adweek.com/tvnewser/msnbc-rolls-out-new-on-air-look/269746 |url-status=live |access-date=September 17, 2015 |archive-url=https://web.archive.org/web/20150912072948/http://www.adweek.com/tvnewser/msnbc-rolls-out-new-on-air-look/269746 |archive-date=September 12, 2015}}</ref><ref>{{Cite news |last=<!--Staff writer--> |date=September 17, 2015 |title=Kate Snow appointment to complete MSNBC transformation |work=[[Chattanooga Times Free Press]] |agency=[[Associated Press]] |url=https://www.timesfreepress.com/news/2015/sep/17/kate-snow-appointment-complete-msnbc-transfor/ |url-status=live |archive-url=https://web.archive.org/web/20220926213904/https://www.timesfreepress.com/news/2015/sep/17/kate-snow-appointment-complete-msnbc-transfor/ |archive-date=September 26, 2022}}</ref>

''MSNBC Live'' had at least eight hours of programming each day, barring any breaking news that could extend its time.  Daytime news coverage was led primarily by Brian Williams, [[Stephanie Ruhle]], Jose Diaz-Balart, Andrea Mitchell, Craig Melvin, Thomas Roberts, and Kate Snow, in addition to "beat leaders" stationed throughout the newsroom. These included chief legal correspondent [[Ari Melber]], primary political reporter [[Steve Kornacki]], business and finance correspondent Olivia Sterns, and senior editor [[Cal Perry]]. Morning and primetime programming did not change and remained filled mostly by opinionated personalities.<ref>{{Cite web |date=October 15, 2015 |title=TV Schedule {{!}} MSNBC |url=https://www.msnbc.com/schedule |url-status=deviated |archive-url=https://web.archive.org/web/20151015183413/http://www.msnbc.com/schedule |archive-date=October 15, 2015 |access-date=March 30, 2018 |publisher=MSNBC}}</ref><!--removing this source, imdb not an adequate source<ref>{{Cite web|url=https://www.imdb.com/name/nm4411797/|title=Craig Melvin|publisher=IMDb|access-date=March 30, 2018|archive-date=February 1, 2019|archive-url=https://web.archive.org/web/20190201151443/https://www.imdb.com/name/nm4411797/|url-status=live}}</ref>-->

In April 2016, MSNBC launched a promotional ad campaign with the theme, "in order to know beyond, you have to go beyond." The campaign portrayed MSNBC's reporting and perspectives as "in depth" and an alternative to "talking points" coverage on other cable news outlets.<ref>{{Cite web|url=https://www.facebook.com/newsbusters/posts/10154569887336178|title=Greg Ganzerla|via=Facebook|language=en|access-date=March 30, 2018|archive-date=March 15, 2020|archive-url=https://web.archive.org/web/20200315175119/https://www.facebook.com/newsbusters/posts/10154569887336178|url-status=live}}</ref>{{Primary source inline|date=December 2024}}{{Better source needed|date=September 2022 |reason=Facebook post by 3rd party is not adequate}}{{Dubious |date=September 2022 |reason=Can't find any mention or examples from ~2016 showing use of this slogan}} A new tagline "This is who we are" appeared on MSNBC in June 2016.<ref name="this is who we are">{{cite web |title=This is how news is made. This is who we are. |url=https://www.msnbc.com/msnbc-web-only/watch/this-is-how-news-is-made-this-is-who-we-are-703329347729 |publisher=MSNBC |access-date=September 27, 2022 |archive-url=https://web.archive.org/web/20160610223751/https://www.msnbc.com/msnbc-web-only/watch/this-is-how-news-is-made-this-is-who-we-are-703329347729 |archive-date=June 10, 2016 |date=June 10, 2016}}</ref> Promotional campaigns including the slogan were aired in March 2017.<ref name="2017 slogan">{{cite news |last1=Katz |first1=A. J. |title=MSNBC Launches New Ads With 'This Is Who We Are' Tagline |url=https://www.adweek.com/tvnewser/msnbc-launches-new-ads-with-this-is-who-we-are-tagline/323145/ |access-date=September 27, 2022 |work=[[TVNewser]] |date=March 8, 2017 |archive-url=https://web.archive.org/web/20170311024536/https://www.adweek.com/tvnewser/msnbc-launches-new-ads-with-this-is-who-we-are-tagline/323145/ |archive-date=March 11, 2017}}</ref>

In July 2016, the network debuted ''Dateline Extra'', which was an abridged version of ''[[Dateline NBC]]'' and another step towards aligning MSNBC and NBC News. The new program was hosted by ''MSNBC Live'' anchor [[Tamron Hall]].<ref>{{Cite news |last=Freedman |first=Liz |date=June 29, 2015 |title=Dateline Extra with Tamron Hall on MSNBC weekends |publisher=MSNBC |url=https://www.msnbc.com/documentaries/dateline-extra-tamron-hall-msnbc-weekends |url-status=live |access-date=March 30, 2018 |archive-url=https://web.archive.org/web/20180331040330/http://www.msnbc.com/documentaries/dateline-extra-tamron-hall-msnbc-weekends |archive-date=March 31, 2018}}</ref>

In September 2016, MSNBC launched ''[[The 11th Hour with Brian Williams]]'' as a nightly wrap-up of the day's news and a preview of the following day's headlines. This was MSNBC's first new primetime program in nearly four years.

In January 2017, MSNBC debuted a program in the 6&nbsp;pm ET hour entitled ''[[For the Record with Greta]]'', hosted by former Fox News Channel anchor [[Greta Van Susteren]].<ref>{{Cite web |date=January 5, 2017 |title=GRETA VAN SUSTEREN JOINS MSNBC |url=http://info.msnbc.com/_news/2017/01/05/36576960-greta-van-susteren-joins-msnbc |url-status=dead |archive-url=https://web.archive.org/web/20170121181152/http://info.msnbc.com/_news/2017/01/05/36576960-greta-van-susteren-joins-msnbc |archive-date=January 21, 2017 |access-date=January 20, 2017 |publisher=MSNBC }}</ref> The program aired for six months before being cancelled in late June 2017. The network promoted Ari Melber, the network's chief legal correspondent, to host ''[[The Beat with Ari Melber]]'' at 6&nbsp;pm.

In March 2017, MSNBC began to increase its use of the NBC News branding during daytime news programming, as part of an effort to emphasize MSNBC's relationship with the division.<ref>{{Cite news |last=Steinberg |first=Brian |date=March 23, 2017 |title=MSNBC Programs Start Giving More Space to NBC News Logos |work=[[Variety (magazine)|Variety]] |url=https://variety.com/2017/tv/news/msnbc-nbc-news-logos-1202015277/ |access-date=March 29, 2021 |archive-url=https://web.archive.org/web/20170324013414/https://variety.com/2017/tv/news/msnbc-nbc-news-logos-1202015277/ |archive-date=March 24, 2017}}</ref> On May 8, 2017, MSNBC introduced a new late-afternoon program, ''[[Deadline: White House]]'', hosted by NBC political analyst and former White House communications director [[Nicolle Wallace]].<ref>{{Cite web |last=Petski |first=Denise |date=April 28, 2017 |title=Nicolle Wallace To Host New 4 PM Weekday Show On MSNBC |url=https://deadline.com/2017/04/nicolle-wallace-host-weekday-show-msnbc-steve-kornacki-1202078989/ |archive-url=https://web.archive.org/web/20170429205428/http://deadline.com/2017/04/nicolle-wallace-host-weekday-show-msnbc-steve-kornacki-1202078989/ |archive-date=April 29, 2017 |website=[[Deadline Hollywood]]}}</ref> That month, amid the [[first presidency of Donald Trump]], MSNBC became the highest rated American cable news network in primetime for the first time. MSNBC's increasing viewership was accompanied by declining numbers at Fox News Channel. MSNBC's May 15–19 programming topped the programming of both CNN and Fox News in total viewers and viewers 18–49.<ref>{{cite news | url=https://variety.com/2017/tv/news/msnbc-fox-news-ratings-cable-news-cnn-1202440320/ | title=MSNBC Reaches No. 1 for First Time in Weekly Primetime Ratings, Fox News Drops to Third | last=Otterson | first=Joe | date=May 22, 2017 | work=[[Variety (magazine)|Variety]] | access-date=May 23, 2017 | archive-date=May 22, 2017 | archive-url=https://web.archive.org/web/20170522225601/http://variety.com/2017/tv/news/msnbc-fox-news-ratings-cable-news-cnn-1202440320/ | url-status=live }}</ref><ref name="led by rachel"/>

On April 16, 2018, MSNBC premiered a new early morning program, ''[[Morning Joe First Look]]'', to replace ''[[Way Too Early]]''. The same day, MSNBC also retired its on-air [[news ticker]], citing a desire to reduce distractions and "[put] our reporting more front and center".<ref>{{cite news | url=https://variety.com/2018/tv/news/msnbc-removes-news-ticker-1202754729/ | title=MSNBC Says On-Screen News Ticker Will No Longer Scroll | last=Steinberg | first=Brian | date=April 16, 2018 | work=[[Variety (magazine)|Variety]] | access-date=April 18, 2018 | archive-date=April 17, 2018 | archive-url=https://web.archive.org/web/20180417232631/http://variety.com/2018/tv/news/msnbc-removes-news-ticker-1202754729/ | url-status=live }}</ref> As of September 2018, approximately 87 million households in the United States (90.7 percent of pay television subscribers) were receiving MSNBC.

On March 2, 2020, Chris Matthews abruptly announced his resignation from ''Hardball'' effective immediately, after comparing the rise of Bernie Sanders in the 2020 presidential campaign to the German invasion of France. The 7&nbsp;p.m. hour was hosted by rotating anchors until July 20, when it was replaced by ''The ReidOut'' with Joy Reid.<ref>{{Cite web |last=Barr |first=Jeremy |date=March 2, 2020 |title=Chris Matthews to Retire From MSNBC |url=https://www.hollywoodreporter.com/news/chris-matthews-retire-msnbc-1282226 |url-status=live |archive-url=https://web.archive.org/web/20210114000509/https://www.hollywoodreporter.com/news/chris-matthews-retire-msnbc-1282226 |archive-date=January 14, 2021 |access-date=March 3, 2020 |website=[[The Hollywood Reporter]] |language=en}}</ref><ref>{{Cite web |last=Ryu |first=Jenna |date=July 9, 2020 |title=Joy Reid takes over Chris Matthews' MSNBC time slot to host nightly news show |url=https://www.usatoday.com/story/entertainment/tv/2020/07/09/joy-reid-to-host-msnbc-show-chris-matthews-time-slot/5404429002/ |url-status=live |archive-url=https://web.archive.org/web/20210114000449/https://www.usatoday.com/story/entertainment/tv/2020/07/09/joy-reid-to-host-msnbc-show-chris-matthews-time-slot/5404429002/ |archive-date=January 14, 2021 |access-date=July 9, 2020 |website=[[USA Today]] |language=en-US}}</ref>

On December 7, 2020, MSNBC announced that [[Rashida Jones (television executive)|Rashida Jones]] would succeed Griffin as president in 2021.<ref name="barr">{{Cite news |last=Barr |first=Jeremy |date=December 7, 2020 |title=Rashida Jones, replacing Phil Griffin at MSNBC, will be first Black woman to run a cable news network |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/media/2020/12/07/msnbc-rashida-jones-phil-griffin/ |url-status=live |access-date=December 8, 2020 |archive-url=https://web.archive.org/web/20210114000447/https://www.washingtonpost.com/media/2020/12/07/msnbc-rashida-jones-phil-griffin/ |archive-date=January 14, 2021}}</ref> Jones stated goals to increase the network's investment into documentary-style programs, and to have viewers "clearly understand" the differences and value of its news-based and analysis-driven programming, as both were "critical to our future success", and "need to exist in a clear and compelling form on every single platform where news consumers go." As part of this remit, Jones named separate senior vice presidents for news programming and "perspective and analysis" programming.<ref>{{Cite news |last=Johnson |first=Ted |date=February 1, 2021 |title=New MSNBC president aims to distinguish between breaking news and analysis |work=[[Deadline Hollywood]] |url=https://deadline.com/2021/02/msnbc-rashida-jones-documentary-1234684709/ |archive-url=https://web.archive.org/web/20210201181128/https://deadline.com/2021/02/msnbc-rashida-jones-documentary-1234684709/ |archive-date=February 1, 2021}}</ref>

In January 2021, MSNBC had its highest-rated week ever in the wake of the [[January 6 United States Capitol attack]], exceeding the ratings of [[Fox News]] for the first time since 2000.<ref>{{Cite web |last=Baker |first=Sinéad |date=January 12, 2021 |title=Fox News ratings fell below both CNN and MSNBC for the first time since 2000 in the wake of the attack on the US Capitol |url=https://www.businessinsider.com/capitol-siege-cnn-msnbc-higher-ratings-fox-1st-time-2000-2021-1 |archive-url=https://web.archive.org/web/20210112131020/https://www.businessinsider.com/capitol-siege-cnn-msnbc-higher-ratings-fox-1st-time-2000-2021-1?r=US&IR=T |archive-date=January 12, 2021 |access-date=January 12, 2021 |website=[[Business Insider]] |language=en-US}}</ref>

=== 2021–present ===
[[File:MSNBC 2021-2023.svg|thumb|MSNBC logo used from 2021 to 2023]]
On March 29, 2021, MSNBC introduced a refreshed logo and on-air imaging, including a rebranding of its ''MSNBC Live'' rolling news block as ''MSNBC Reports'' (in support of Jones' goal of clearer separation between news- and analysis-based programs).<ref>{{Cite web |last=Hill |first=Michael P. |date=March 29, 2021 |title=MSNBC gets new logo |url=https://www.newscaststudio.com/2021/03/29/msnbc-gets-new-logo/?og=1 |archive-url=https://web.archive.org/web/20210727203235/https://www.newscaststudio.com/2021/03/29/msnbc-gets-new-logo/?og=1 |archive-date=July 27, 2021 |access-date=March 31, 2021 |website=NewscastStudio |language=en-US}}</ref><ref>{{Cite web |last=Hill |first=Michael P. |date=March 29, 2021 |title=MSNBC rebranding 'Live' blocks to emphasize journalists, hard news focus |url=https://www.newscaststudio.com/2021/03/29/msnbc-live-rebranding/?og=1 |archive-url=https://web.archive.org/web/20210727222146/https://www.newscaststudio.com/2021/03/29/msnbc-live-rebranding/?og=1 |archive-date=July 27, 2021 |access-date=March 31, 2021 |website=NewscastStudio |language=en-US}}</ref> Under Jones, MSNBC also began to scale back its tighter integrations with NBC News, with some personalities and reporters leaving the network, or prioritizing contributions to NBC News' streaming channel [[NBC News Now]] instead.<ref name=":1" /><ref>{{Cite web |last=Steinberg |first=Brian |date=April 5, 2022 |title=Streaming Pressures Push MSNBC to Cut Back on Hard News |url=https://variety.com/2022/tv/news/msnbc-nbc-news-streaming-1235224842/ |access-date=May 18, 2024 |website=Variety |language=en-US}}</ref>

In July 2021, MSNBC gained a presence on NBCUniversal's [[Peacock (streaming service)|Peacock]] streaming service by co-branding its streaming hub "The Choice" as "The Choice by MSNBC"; it included original news and opinion programs with personalities such as [[Mehdi Hasan]], [[Zerlina Maxwell]], and [[Sam Seder]].<ref>{{cite web |date=October 3, 2020 |title=Peacock Announces Shows For Mehdi Hasan and Zerlina Maxwell |url=https://www.mediaite.com/news/peacocks-news-channel-announces-primetime-shows-for-mehdi-hasan-and-zerlina-maxwell/ |url-status=live |archive-url=https://web.archive.org/web/20210112194541/https://www.mediaite.com/news/peacocks-news-channel-announces-primetime-shows-for-mehdi-hasan-and-zerlina-maxwell/ |archive-date=January 12, 2021 |access-date=January 25, 2021 |website=Mediaite |language=en}}</ref><ref>{{cite web |title=Peacock Adds Choice Channel To Enhance Political Coverage |url=https://www.mediapost.com/publications/article/357054/peacock-adds-choice-channel-to-enhance-political-c.html |url-status=live |archive-url=https://web.archive.org/web/20210201134012/https://www.mediapost.com/publications/article/357054/peacock-adds-choice-channel-to-enhance-political-c.html |archive-date=February 1, 2021 |access-date=January 25, 2021 |website=Mediapost.com |language=en}}</ref><ref>{{cite web |title=Breaking News – Peacock to Debut Original News Shows Featuring Mehdi Hasan and Zerlina Maxwell |url=http://www.thefutoncritic.com/news/2020/10/02/peacock-to-debut-original-news-shows-featuring-mehdi-hasan-and-zerlina-maxwell-391200/20201002peacock01/ |url-status=live |archive-url=https://web.archive.org/web/20230629163900/http://www.thefutoncritic.com/news/2020/10/02/peacock-to-debut-original-news-shows-featuring-mehdi-hasan-and-zerlina-maxwell-391200/20201002peacock01/ |archive-date=June 29, 2023 |access-date=January 25, 2021 |website=The Futon Critic}}</ref><ref>{{cite web |date=July 15, 2021 |title=MSNBC rebrands Peacock streaming channel The Choice (though the new name isn't all that different) |url=https://www.newscaststudio.com/2021/07/15/the-choice-by-msnbc-branding/?og=1 |url-status=live |archive-url=https://web.archive.org/web/20210715195656/https://www.newscaststudio.com/2021/07/15/the-choice-by-msnbc-branding/?og=1 |archive-date=July 15, 2021 |access-date=July 15, 2021 |website=NewscastStudio |language=en-US}}</ref>

Brian Williams departed the network in late 2021 and was succeeded on ''The 11th Hour'' by Stephanie Ruhle.<ref>{{Cite web |last=Li |first=David K. |date=January 28, 2022 |title=Stephanie Ruhle set to take 'The 11th Hour' slot, while 'Morning Joe' is expanding |url=https://www.nbcnews.com/news/amp/rcna13773 |archive-url=https://web.archive.org/web/20220127161538/https://www.nbcnews.com/news/amp/rcna13773 |archive-date=January 27, 2022 |access-date=January 28, 2022 |publisher=[[NBC News]]}}</ref> Meanwhile, as part of her new contract with NBCUniversal, Rachel Maddow took an extended hiatus from her program to focus on other film and [[podcast]] projects, with rotating guest hosts filling in for her. Upon Maddow's return, she announced that she would only host the show on Monday nights beginning in May 2022, and continue to feature guest hosts throughout the rest of the week.<ref name="Atkinson">{{Cite web |last=Atkinson |first=Claire |date=January 31, 2022 |title=Rachel Maddow to take temporary break from her MSNBC show to work on movie and podcast projects |url=https://www.businessinsider.com/rachel-maddow-takes-break-msnbc-primetime-movie-podcast-2022-1 |archive-url=https://web.archive.org/web/20220131191958/https://www.businessinsider.com/rachel-maddow-takes-break-msnbc-primetime-movie-podcast-2022-1 |archive-date=January 31, 2022 |access-date=January 31, 2022 |work=[[Business Insider]]}}</ref><ref>{{Cite news |last=Bauder |first=David |date=April 11, 2022 |title=Rachel Maddow returns to MSNBC, will switch to once a week |work=[[Associated Press News]] |url=https://apnews.com/article/business-rachel-maddow-ali-velshi-arts-and-entertainment-094cda977c40fc1d236625760220fd24 |archive-url=https://web.archive.org/web/20220412034730/https://apnews.com/article/business-rachel-maddow-ali-velshi-arts-and-entertainment-094cda977c40fc1d236625760220fd24 |archive-date=April 12, 2022}}</ref> The guest hosts appeared under the ''MSNBC Prime'' banner until August 16, 2022, when [[Alex Wagner]] became the permanent host in the timeslot with the premiere of ''[[Alex Wagner Tonight]]''.<ref name=":0">{{Cite web |last=Hipes |first=Patrick |date=June 27, 2022 |title=Alex Wagner To Take Over Rachel Maddow's Time Slot At MSNBC |url=https://deadline.com/2022/06/alex-wagner-rachel-maddow-show-new-anchor-msnbc-1235052712/ |archive-url=https://web.archive.org/web/20220627172646/https://deadline.com/2022/06/alex-wagner-rachel-maddow-show-new-anchor-msnbc-1235052712/ |archive-date=June 27, 2022 |access-date=June 27, 2022 |website=[[Deadline Hollywood]] |language=en-US}}</ref><ref>{{Cite web |last=Katz |first=A. J. |date=August 2, 2022 |title=Alex Wagner's New MSNBC Show Will Be Titled Alex Wagner Tonight |url=https://www.adweek.com/tvnewser/alex-wagners-new-msnbc-show-will-be-titled-alex-wagner-tonight/511762/ |archive-url=https://web.archive.org/web/20220802105916/https://www.adweek.com/tvnewser/alex-wagners-new-msnbc-show-will-be-titled-alex-wagner-tonight/511762/ |archive-date=August 2, 2022 |access-date=August 5, 2022 |website=[[TVNewser]] |language=en-US}}</ref>

On March 10, 2022, it was announced that MSNBC would launch a hub on Peacock to subsume The Choice by MSNBC, including next-day, on-demand streaming of selected MSNBC programs, as well as specials and [[MSNBC Documentaries|documentaries]].<ref>{{cite web |last=Johnson |first=Ted |date=March 10, 2022 |title=MSNBC To Boost Peacock Streaming Content With On-Demand Offering Of Cable Network Shows And Specials |url=https://deadline.com/2022/03/msnbc-to-boost-peacock-streaming-content-with-on-demand-offering-of-cable-network-shows-and-specials-1234975257/ |work=[[Deadline Hollywood]]}}</ref>

By 2022, MSNBC had begun to partly scale back its focus on hard news programming, including expanding ''Morning Joe'' with a fourth hour (itself displacing an hour of ''MSNBC Reports'' anchored by [[Stephanie Ruhle]], after her move to ''The 11th Hour'' to succeed Brian Williams.<ref>{{Cite web |last=Steinberg |first=Brian |date=February 9, 2022 |title=MSNBC Plans April 4 Debut for Expanded 'Morning Joe' |url=https://variety.com/2022/tv/news/msnbc-morning-joe-expansion-april-1235175875/ |access-date=October 31, 2022 |website=Variety |language=en-US}}</ref> Ahead of the [[2022 United States elections|mid-term elections]], [[The Last Word with Lawrence O'Donnell|''The Last Word with Lawrence O'Donnell'']]  was temporarily replaced on Friday evenings from October 14 to November 8, 2022 by ''The Kornacki Countdown'', a weekly series hosted by MSNBC political correspondent and analyst [[Steve Kornacki]].<ref>{{cite web|title=''MSNBC, Fox, Telemundo offering specials ahead of midterms|url=https://www.newscaststudio.com/2022/10/14/msnbc-fox-telemundo-2022-election-preview-shows/|work=NewscastStudio|first=Michael P|last=Hill|date=October 14, 2022}}</ref> On March 19, 2023, MSNBC premiered the new Sunday-morning program ''Inside with [[Jen Psaki]]'', which is hosted by the former White House press secretary.<ref>{{cite news |last=Weprin |first=Alex |date=February 21, 2023 |title=MSNBC Sets Jen Psaki Weekly Series, Says Streaming and Social Shows in the Works |url=https://www.hollywoodreporter.com/tv/tv-news/jen-psaki-msnbc-show-weekend-1235330679/ |accessdate=February 22, 2023 |work=[[The Hollywood Reporter]]}}</ref> Between February and September 2023, the Monday edition of ''[[All in with Chris Hayes]]'' also featured rotating guest hosts, with [[Chris Hayes]] only hosting from Tuesdays to Fridays to accommodate Hayes' other projects. On September 7, 2023, it was announced that the program would be replaced by an additional Monday-night edition of ''Inside with Jen Psaki'' beginning September 25.''<ref>{{cite news |last=Johnson |first=Ted |date=September 7, 2023 |title='Inside With Jen Psaki' Expanding To Mondays On MSNBC |url=https://deadline.com/2023/09/inside-with-jen-psaki-mondays-msnbc-1235539498/ |accessdate=September 7, 2023 |work=[[Deadline Hollywood]]}}</ref>''

On January 13, 2024, MSNBC revamped its weekend schedule, ending [[Mehdi Hasan]]'s 9&nbsp;pm. ET show on Sundays and introducing an ensemble show—''The Weekend''—hosted by [[Alicia Menendez]], [[Symone Sanders-Townsend]], and [[Michael Steele]] from 8–10&nbsp;a.m. on Saturday and Sunday mornings. The revamp would also end ''[[MSNBC Reports|Yasmin Vossoughian Reports]]'', ''Symone'', and ''American Voices'', and move ''The'' ''Sunday/Saturday Show'' ''with [[Jonathan Capehart]]'' into the 6&nbsp;&nbsp;p.m. slot and ''The Katie Phang Show'' to 12&nbsp;&nbsp;p.m. on Saturdays. ''Ayman'' would also expand to two hours each on Saturdays and Sundays, and ''[[Alex Witt Reports]]'' would take over Yasmin Vossoughian's vacated two hours, now airing from 1–4&nbsp;&nbsp;p.m. on Saturdays and Sundays.<ref>{{Cite web |last=Johnson |first=Ted |date=November 30, 2023 |title=MSNBC To Drop Mehdi Hasan's Show, Launch 'The Weekend' As Part Of Overhaul Of Saturday And Sunday Lineup |url=https://deadline.com/2023/11/msnbc-weekend-mehdi-hasan-1235644017/ |access-date=December 4, 2023 |website=Deadline}}</ref><ref>{{Cite web |date=November 30, 2023 |title=MSNBC Shakes Up Schedule With New Panel Show 'The Weekend' |url=https://www.hollywoodreporter.com/tv/tv-news/msnbc-new-weekend-lineup-panel-show-1235700957/ |access-date=December 4, 2023 |website=The Hollywood Reporter}}</ref> ''Alex Witt Reports'' would then be followed by ''The Beat Weekend'' on Saturdays and ''MSNBC Prime Weekend'' on Sundays; the two shows consist of [[Clip show|highlighted segments]] from the previous week's editions of ''The Beat'' and MSNBC's personality-based programs respectively.<ref>{{Cite web |date=March 1, 2024 |title=How MSNBC is repackaging weekday content for weekend shows |url=https://www.newscaststudio.com/2024/03/01/msnbc-weekend-prime-show/?og=1 |access-date=March 3, 2024 |website=NewscastStudio |language=en-US}}</ref><!-- not The Sun, needs an RS-->

On November 20, 2024, NBCUniversal announced its intent to spin off most of its cable networks, including MSNBC, as a new publicly-traded company controlled by Comcast shareholders. It is currently unclear how the spin-off will affect MSNBC, including whether it will still be able to use NBC News resources or the NBC brand.<ref>{{cite news |title=Comcast announces plan to spin off cable channels, including MSNBC, CNBC and USA |url=https://www.nbcnews.com/business/business-news/comcast-announces-plan-spin-cable-channels-msnbc-cnbc-usa-rcna180928 |access-date=November 20, 2024 |publisher=NBC News |date=November 20, 2024 |language=en}}</ref><ref>{{cite news |last1=Steinberg |first1=Brian |title=MSNBC Faces Potential for Big Changes in Comcast Cable Spin-Off |url=https://variety.com/2024/tv/news/msnbc-faces-big-changes-comcast-cable-spin-off-rachel-maddow-mark-lazarus-1236215502/ |access-date=November 20, 2024 |work=Variety |date=November 20, 2024}}</ref> Following the announcement, reports emerged of unsolicited offers to buy the network from several parties (as well as [[Twitter|X]] owner [[Elon Musk]] having joked about doing so). CNN media analyst [[Brian Stelter]] believed it was unlikely MSNBC would be sold, as NBCUniversal never declared any intent to divest properties when announcing the spin-off (with future CEO Mark Lazarus contrarily suggesting that the spin-off planned to target further investments and acquisitions), a sale would incur taxes (the spin-off is being structured to be tax-free), and that divesting the channel might not be seen as being in the best interest of shareholders.<ref>{{Cite web |last=Stelter |first=Brian |date=November 25, 2024 |title=Elon Musk floats buying MSNBC, but he's not the only billionaire who may be interested |url=https://www.cnn.com/2024/11/25/media/elon-musk-msnbc-spinoff-cable/index.html |access-date=November 26, 2024 |publisher=CNN |language=en}}</ref>

On January 13, 2025, it was announced that ''The Rachel Maddow Show'' would temporarily return to a weeknight schedule from January 20 through April 30, to cover the first 100 days of the [[second presidency of Donald Trump]]. During this time, Wagner will be placed on special assignment duty.<ref>{{cite news |last=Steinberg |first=Brian |date=January 13, 2025 |title=MSNBC Ups Rachel Maddow to Five Nights, Sends Alex Wagner Into Field for Trump's First 100 Days |url=https://variety.com/2025/tv/news/msnbc-shuffle-primetime-rachel-maddow-alex-wagner-trump-first-100-days-1236272693/ |accessdate=January 13, 2025 |work=[[Variety (magazine)|Variety]]}}</ref>