(THE WRAP) -- Amid the cable news network’s declining ratings, insiders tell TheWrap changes are coming soon and “everything is on the table”
When President Obama was reelected in 2012, MSNBC was “leaning forward” and smiling wide as Obama 2.0 propelled it to record ratings and a firm grasp on the No. 2 spot in cable news.
Over two years later, the network has fallen backwards. January ratings revealed double-digit declines compared with January, 2014 in all ratings measurements. During the day, MSNBC was down 20 percent in viewers and 37 percent in the advertising-coveted 25-54 demo. In primetime, it fell 23 percent in viewers and 39 percent in demo.
Network President Phil Griffin knows MSNBC needs to turn those numbers around quickly, and multiple insiders tell TheWrap Griffin is in the process of deciding what potential changes to make, including tinkering with primetime.
One well-placed insider told TheWrap that the ratings-challenged “All In” with Chris Hayes — airing in the cable news sweet spot of 8 p.m. ET — might get uprooted for a different timeslot. It’s not clear who will replace Hayes in the event that he gets yanked from 8 p.m., but since Keith Olbermann’s 2011 exit, MSNBC has filled the all-important timeslot with internal talent rather than seeking hosts from the outside.
Hayes, whose show will hit the two-year mark at in April, has never been able to hold or grow the audience his predecessor, Ed Schultz, had. Hayes offers a blend of opinion and deeply-reported stories on” All In,” eschewing the traditional role of bomb thrower in primetime. That approach worked on the weekends, where Hayes debuted for MSNBC in 2011, drawing strong ratings as host of the breakfast roundtable “Up.”