Aug. 19, 2025
Why MSNBC Failed
Was it the extreme ideology, the pandering to anti-traditional ideology, perhaps it was the outlandish salaries paid to sub-par talent whose only gift is pandering anger and TDS?
Or perhaps it was the all of the above.
What it means is the coastal elites are NOT the driving cultural force they thought they were.
Let's discusss.
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Welcome back.
It is America Today.
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00:00:15,000 --> 00:00:16,880
Jim Watkins, your host.
Don't forget to follow the
3
00:00:16,880 --> 00:00:21,200
podcast, and you can also make
comments, leave messages, do all
4
00:00:21,200 --> 00:00:24,720
kinds of things.
It's Jim watkins.org,
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00:00:25,120 --> 00:00:28,720
jimwatkins.org, Home of America
Today.
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00:00:30,240 --> 00:00:34,240
And we're back.
And I was very, I didn't see
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00:00:34,240 --> 00:00:38,960
this coming, but it's over for
MSNBC, which will now be called
8
00:00:39,560 --> 00:00:42,720
Ms. Now.
Ms. Now.
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00:00:43,320 --> 00:00:46,360
Now, for those who don't or are
not old enough to remember,
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00:00:46,840 --> 00:00:52,160
MSNBC originally launched back
in 1996 as a joint venture
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00:00:52,160 --> 00:00:56,680
between Microsoft and MSNBC.
That's when Bill Gates was still
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00:00:56,680 --> 00:01:00,120
running Microsoft.
Imagine just that sentence right
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00:01:00,120 --> 00:01:02,400
there.
Originally launched in 1996,
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00:01:02,880 --> 00:01:07,920
think of how the world has
changed since 1996.
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00:01:08,840 --> 00:01:11,200
Microsoft was an emerging
company.
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00:01:12,160 --> 00:01:17,440
We didn't have iPhones yet.
We were just barely going from
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00:01:17,560 --> 00:01:21,760
beepers, from pagers to beepers.
It was an interesting evolution
18
00:01:22,440 --> 00:01:26,880
of technology because they did
have those old big heavy cell
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00:01:26,880 --> 00:01:30,320
phones, but they were clunky.
They were $2000 and nobody
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00:01:30,320 --> 00:01:32,960
wanted them, and they only
worked if you were in your car
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00:01:32,960 --> 00:01:37,760
because your car had an antenna,
not exactly a mobile phone.
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00:01:38,680 --> 00:01:44,760
The Internet came out and it was
pretty interesting, but it was a
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00:01:44,760 --> 00:01:48,160
little everybody sort of adapted
at the same time.
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00:01:48,160 --> 00:01:52,320
We all became used to DOS and
AOL, by the way.
25
00:01:52,320 --> 00:01:57,880
They just got rid of that
annoying fax noise that you used
26
00:01:57,880 --> 00:02:00,240
to hear when your computer was
dialing up.
27
00:02:00,640 --> 00:02:02,880
Remember that awful squeaking
noise?
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00:02:03,520 --> 00:02:05,960
It's gone.
They don't use it anymore.
29
00:02:06,800 --> 00:02:11,480
We're now in the next phase.
But back and then, MSNBC was
30
00:02:11,480 --> 00:02:14,080
seen as one of the original
pioneering.
31
00:02:14,080 --> 00:02:17,880
CNN had been around for a while
and there wasn't really a Fox
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00:02:17,880 --> 00:02:19,480
News.
I don't think Fox News came
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00:02:19,480 --> 00:02:23,200
along until Sean Hannity and
9/11.
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00:02:23,720 --> 00:02:25,280
So it was still a couple of
years.
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00:02:25,480 --> 00:02:30,760
So MSNBC launched because of
Keith Olbermann and in the in
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00:02:30,760 --> 00:02:33,880
the odds, right after the turn
of the century, they devolved
37
00:02:33,880 --> 00:02:37,360
into a fever swamp.
And that's when we that's when
38
00:02:37,360 --> 00:02:41,720
most of their news became driven
by neurotic, as John Nolte
39
00:02:41,720 --> 00:02:45,200
describes it, neurotic white
women who buy wine and boxes at
40
00:02:45,200 --> 00:02:49,920
the gas station, Rachel Maddow.
And if we remember, there was a
41
00:02:49,920 --> 00:02:54,360
period where they were launching
something called Air America,
42
00:02:55,240 --> 00:02:58,840
and Air America was a failed
radio project.
43
00:02:59,320 --> 00:03:04,120
And that's they had the guy on
from Minnesota, Al Franken,
44
00:03:04,800 --> 00:03:07,000
Rachel Maddow was there, Nicole
Wallace.
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00:03:07,280 --> 00:03:10,040
A lot of these folks moved from
Miami, which is where they were
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00:03:10,040 --> 00:03:13,640
based for Air America.
And Air America failed because
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00:03:13,640 --> 00:03:18,440
they were trying to take on the
very juggernaut of conservative
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00:03:18,440 --> 00:03:23,240
talk radio, which was headily
led by handedly led by Rush
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00:03:23,240 --> 00:03:27,080
Limbaugh.
And you had G Gordon Liddy was
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on the air.
And then the arrival of Michael
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00:03:29,920 --> 00:03:35,000
Savage in I think around 2000,
and he just opened the
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00:03:35,000 --> 00:03:37,800
floodgates.
Sean Hannity was on the air. 911
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00:03:37,800 --> 00:03:40,640
happened.
Conservative talk radio
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00:03:40,640 --> 00:03:46,200
completely dominated the radio
airwaves for about 15 years.
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00:03:46,600 --> 00:03:49,320
And people on the left were
upset about it.
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00:03:49,680 --> 00:03:53,600
So what happened is that the
left said, well, we got to have
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00:03:53,600 --> 00:03:57,040
that piece of the pie too.
We got to be on the radio.
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00:03:57,040 --> 00:03:59,000
That's where the listeners are
in their car.
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00:03:59,320 --> 00:04:03,920
And this was before satellite
and, and, and I think HD hadn't
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00:04:03,920 --> 00:04:06,680
even come along yet.
There was no such thing as
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00:04:06,680 --> 00:04:09,600
SiriusXM.
That was later when Howard Stern
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00:04:09,600 --> 00:04:12,160
went over to it.
So they came out with Air
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00:04:12,160 --> 00:04:14,160
America.
There was Rachel, there was,
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they still got a few people out
there that are there.
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Hartman, Tom Hartman is still
doing his own gig.
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00:04:19,720 --> 00:04:21,320
But Air America flopped.
Why?
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00:04:22,040 --> 00:04:24,120
Because it wasn't advertiser
supported.
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00:04:24,120 --> 00:04:29,200
Nobody wanted to support AM talk
radio with a liberal bent.
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And so all these guys got
invited over to MSNBC and became
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anchors almost overnight.
And and then at that time,
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Rachel Maddow had her mole
removed from her.
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She changed the spelling of her
name because everybody kept
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calling her Maddox and the stars
were born.
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The only problem is it never
really got outside of its niche.
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Oh, it was popular for a while
because it was new, but
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eventually over time, they
weeded out all of the normal
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people and they developed a sort
of cult following among coastal
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00:05:06,720 --> 00:05:10,480
elites who felt like somebody
was actually speaking for them.
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But it was really driven by a
bunch of feminist, militaristic
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and very powerful late a lesbian
and gay lobby and, and, and here
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come the voices of Joy Reid.
Now, having been in conservative
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talk radio, I can appreciate the
talent of people who can
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articulate their political
positions well.
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Obama being a good example of
that, not as a conservative, but
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as one who can articulate his
his politics.
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And so that was the challenge.
Can the left articulate its
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politics?
And this is what we ended up
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with.
Republican elected officials
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like Arizona Congressman Andy
Biggs are still out here saying
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00:05:56,440 --> 00:05:59,000
we don't know who won the
election in his own state.
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There is something wrong and
fundamentally broken with the
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Republican Party, y'all, in its
quest to be the stupid party.
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It's making us look like the
stupid country.
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Imagine if you were an alien
looking down at the United
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States right now.
You would not believe we were a
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first world country.
You would believe that we were a
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nation in deep and advanced
decline, with a far right army
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of the undead lighting
themselves on fire and taking
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the rest of us with them.
And you know what?
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You might be right.
All right, so that not radical
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enough for you?
How about Rachel Maddow getting
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upset at Trump because he
praised a boy who has cancer?
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This is disgusting.
The president made a Oh yeah,
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out of praising a young man who
serves thus far survived
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pediatric cancer.
As if the president had
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something to do with that.
I hope he.
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Has a long life as as a law
enforcement officer.
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00:06:54,560 --> 00:06:57,440
But I hope he never has to
defend the United States capital
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against Donald Trump's
supporters.
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And if he does, I hope he isn't
one of the six who loses his
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life to suicide.
You know, this is and they gave
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00:07:05,760 --> 00:07:09,840
the green light to the rest of
the media to go about just
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carrying the, the, the, the
water of the liberal elites, the
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00:07:13,880 --> 00:07:18,480
small group of people, the
fringe left who took it upon
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themselves to tell the rest of
America, you know, how to live,
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how to think, what to say, what
not to say.
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And, and it continues even
today.
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00:07:28,800 --> 00:07:32,200
You could hear a little bit in
Martha Raddatz over at ABC News.
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00:07:32,320 --> 00:07:36,080
Critics of President Trump will
say the pomp and circumstances,
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00:07:36,080 --> 00:07:40,680
the pomp and circumstance, the
red carpet, the warm handshake
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that President Trump simply
lost, that that Putin gained
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00:07:44,720 --> 00:07:48,160
there just by being on the world
stage and walking down a red
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00:07:48,160 --> 00:07:49,760
carpet with the president.
Your reaction.
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00:07:49,760 --> 00:07:52,680
And that's what they're all
obsessed about policy, how it
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00:07:52,680 --> 00:07:55,800
looks, the appearance, you know,
the red carpet.
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00:07:56,120 --> 00:07:58,800
Never once did they ever say,
you know, this is the president.
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00:07:58,800 --> 00:08:02,440
He was duly elected by the
people of this country, just as
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00:08:02,440 --> 00:08:06,920
Biden was supposedly allegedly.
Why don't we give him a chance?
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00:08:06,920 --> 00:08:08,520
He's he's fighting for World
Peace.
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00:08:08,520 --> 00:08:11,960
They can't do that because then
it would mean that Trump is
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00:08:11,960 --> 00:08:17,560
actually a, a real human being
and that Republicans, may I, I
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00:08:17,560 --> 00:08:21,440
was raised Democrats were the
party of peace.
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00:08:22,120 --> 00:08:24,200
They were the anti war party
when I was young.
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00:08:24,600 --> 00:08:27,120
They were the ones out there
fighting against Vietnam and all
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00:08:27,120 --> 00:08:31,080
that ancient orange.
And I supported them and now
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00:08:31,080 --> 00:08:33,600
they're the party of war.
Now they're the party of anti
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00:08:33,600 --> 00:08:35,919
family, the anti religion.
In fact, they're against
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00:08:35,919 --> 00:08:39,640
everything that I actually as a
as a father, as a husband,
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00:08:39,960 --> 00:08:44,840
believe in.
And to me, the the demise of
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00:08:45,200 --> 00:08:51,640
MSNBC is a pivot.
It, it is a beacon of perhaps
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00:08:51,640 --> 00:08:55,800
even hope that we can get some
sensibility and that people can
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have those conversations that we
want to have without being
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00:08:59,840 --> 00:09:03,000
ostracized or demonized and
marginalized by people like Joey
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00:09:03,000 --> 00:09:07,200
Reed and Rachel Maddow.
But they're celebrating over
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00:09:07,200 --> 00:09:08,680
there.
So this is going to be a brand
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00:09:08,680 --> 00:09:12,280
new year.
No, no, it's, it's going to fall
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00:09:12,280 --> 00:09:13,640
miserably.
They're not going to get the
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00:09:13,640 --> 00:09:15,680
advertiser's support.
They're going to go the way of
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00:09:15,680 --> 00:09:18,440
Air America because they'll
realize at the end that a
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00:09:18,440 --> 00:09:22,280
majority of the American people
do not believe and we aren't
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00:09:22,280 --> 00:09:27,920
buying what they're selling.
Given the stratospheric entrance
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00:09:27,960 --> 00:09:31,880
of Vice President Coppola Harris
into the presidential campaign.
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00:09:31,960 --> 00:09:34,800
You're going to look.
Real crazy being on the other
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00:09:34,800 --> 00:09:40,440
side of that line, particularly
as a person of color, but really
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00:09:40,440 --> 00:09:42,800
as anyone.
You're going to look real weird
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00:09:42,800 --> 00:09:45,400
and real.
Lonely on that side.
00:00:12,440 --> 00:00:15,000
Welcome back.
It is America Today.
2
00:00:15,000 --> 00:00:16,880
Jim Watkins, your host.
Don't forget to follow the
3
00:00:16,880 --> 00:00:21,200
podcast, and you can also make
comments, leave messages, do all
4
00:00:21,200 --> 00:00:24,720
kinds of things.
It's Jim watkins.org,
5
00:00:25,120 --> 00:00:28,720
jimwatkins.org, Home of America
Today.
6
00:00:30,240 --> 00:00:34,240
And we're back.
And I was very, I didn't see
7
00:00:34,240 --> 00:00:38,960
this coming, but it's over for
MSNBC, which will now be called
8
00:00:39,560 --> 00:00:42,720
Ms. Now.
Ms. Now.
9
00:00:43,320 --> 00:00:46,360
Now, for those who don't or are
not old enough to remember,
10
00:00:46,840 --> 00:00:52,160
MSNBC originally launched back
in 1996 as a joint venture
11
00:00:52,160 --> 00:00:56,680
between Microsoft and MSNBC.
That's when Bill Gates was still
12
00:00:56,680 --> 00:01:00,120
running Microsoft.
Imagine just that sentence right
13
00:01:00,120 --> 00:01:02,400
there.
Originally launched in 1996,
14
00:01:02,880 --> 00:01:07,920
think of how the world has
changed since 1996.
15
00:01:08,840 --> 00:01:11,200
Microsoft was an emerging
company.
16
00:01:12,160 --> 00:01:17,440
We didn't have iPhones yet.
We were just barely going from
17
00:01:17,560 --> 00:01:21,760
beepers, from pagers to beepers.
It was an interesting evolution
18
00:01:22,440 --> 00:01:26,880
of technology because they did
have those old big heavy cell
19
00:01:26,880 --> 00:01:30,320
phones, but they were clunky.
They were $2000 and nobody
20
00:01:30,320 --> 00:01:32,960
wanted them, and they only
worked if you were in your car
21
00:01:32,960 --> 00:01:37,760
because your car had an antenna,
not exactly a mobile phone.
22
00:01:38,680 --> 00:01:44,760
The Internet came out and it was
pretty interesting, but it was a
23
00:01:44,760 --> 00:01:48,160
little everybody sort of adapted
at the same time.
24
00:01:48,160 --> 00:01:52,320
We all became used to DOS and
AOL, by the way.
25
00:01:52,320 --> 00:01:57,880
They just got rid of that
annoying fax noise that you used
26
00:01:57,880 --> 00:02:00,240
to hear when your computer was
dialing up.
27
00:02:00,640 --> 00:02:02,880
Remember that awful squeaking
noise?
28
00:02:03,520 --> 00:02:05,960
It's gone.
They don't use it anymore.
29
00:02:06,800 --> 00:02:11,480
We're now in the next phase.
But back and then, MSNBC was
30
00:02:11,480 --> 00:02:14,080
seen as one of the original
pioneering.
31
00:02:14,080 --> 00:02:17,880
CNN had been around for a while
and there wasn't really a Fox
32
00:02:17,880 --> 00:02:19,480
News.
I don't think Fox News came
33
00:02:19,480 --> 00:02:23,200
along until Sean Hannity and
9/11.
34
00:02:23,720 --> 00:02:25,280
So it was still a couple of
years.
35
00:02:25,480 --> 00:02:30,760
So MSNBC launched because of
Keith Olbermann and in the in
36
00:02:30,760 --> 00:02:33,880
the odds, right after the turn
of the century, they devolved
37
00:02:33,880 --> 00:02:37,360
into a fever swamp.
And that's when we that's when
38
00:02:37,360 --> 00:02:41,720
most of their news became driven
by neurotic, as John Nolte
39
00:02:41,720 --> 00:02:45,200
describes it, neurotic white
women who buy wine and boxes at
40
00:02:45,200 --> 00:02:49,920
the gas station, Rachel Maddow.
And if we remember, there was a
41
00:02:49,920 --> 00:02:54,360
period where they were launching
something called Air America,
42
00:02:55,240 --> 00:02:58,840
and Air America was a failed
radio project.
43
00:02:59,320 --> 00:03:04,120
And that's they had the guy on
from Minnesota, Al Franken,
44
00:03:04,800 --> 00:03:07,000
Rachel Maddow was there, Nicole
Wallace.
45
00:03:07,280 --> 00:03:10,040
A lot of these folks moved from
Miami, which is where they were
46
00:03:10,040 --> 00:03:13,640
based for Air America.
And Air America failed because
47
00:03:13,640 --> 00:03:18,440
they were trying to take on the
very juggernaut of conservative
48
00:03:18,440 --> 00:03:23,240
talk radio, which was headily
led by handedly led by Rush
49
00:03:23,240 --> 00:03:27,080
Limbaugh.
And you had G Gordon Liddy was
50
00:03:27,080 --> 00:03:29,920
on the air.
And then the arrival of Michael
51
00:03:29,920 --> 00:03:35,000
Savage in I think around 2000,
and he just opened the
52
00:03:35,000 --> 00:03:37,800
floodgates.
Sean Hannity was on the air. 911
53
00:03:37,800 --> 00:03:40,640
happened.
Conservative talk radio
54
00:03:40,640 --> 00:03:46,200
completely dominated the radio
airwaves for about 15 years.
55
00:03:46,600 --> 00:03:49,320
And people on the left were
upset about it.
56
00:03:49,680 --> 00:03:53,600
So what happened is that the
left said, well, we got to have
57
00:03:53,600 --> 00:03:57,040
that piece of the pie too.
We got to be on the radio.
58
00:03:57,040 --> 00:03:59,000
That's where the listeners are
in their car.
59
00:03:59,320 --> 00:04:03,920
And this was before satellite
and, and, and I think HD hadn't
60
00:04:03,920 --> 00:04:06,680
even come along yet.
There was no such thing as
61
00:04:06,680 --> 00:04:09,600
SiriusXM.
That was later when Howard Stern
62
00:04:09,600 --> 00:04:12,160
went over to it.
So they came out with Air
63
00:04:12,160 --> 00:04:14,160
America.
There was Rachel, there was,
64
00:04:14,160 --> 00:04:16,959
they still got a few people out
there that are there.
65
00:04:16,959 --> 00:04:19,399
Hartman, Tom Hartman is still
doing his own gig.
66
00:04:19,720 --> 00:04:21,320
But Air America flopped.
Why?
67
00:04:22,040 --> 00:04:24,120
Because it wasn't advertiser
supported.
68
00:04:24,120 --> 00:04:29,200
Nobody wanted to support AM talk
radio with a liberal bent.
69
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And so all these guys got
invited over to MSNBC and became
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anchors almost overnight.
And and then at that time,
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Rachel Maddow had her mole
removed from her.
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She changed the spelling of her
name because everybody kept
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calling her Maddox and the stars
were born.
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The only problem is it never
really got outside of its niche.
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Oh, it was popular for a while
because it was new, but
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eventually over time, they
weeded out all of the normal
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people and they developed a sort
of cult following among coastal
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elites who felt like somebody
was actually speaking for them.
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But it was really driven by a
bunch of feminist, militaristic
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and very powerful late a lesbian
and gay lobby and, and, and here
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come the voices of Joy Reid.
Now, having been in conservative
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talk radio, I can appreciate the
talent of people who can
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articulate their political
positions well.
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Obama being a good example of
that, not as a conservative, but
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as one who can articulate his
his politics.
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And so that was the challenge.
Can the left articulate its
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politics?
And this is what we ended up
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with.
Republican elected officials
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like Arizona Congressman Andy
Biggs are still out here saying
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we don't know who won the
election in his own state.
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There is something wrong and
fundamentally broken with the
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Republican Party, y'all, in its
quest to be the stupid party.
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It's making us look like the
stupid country.
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Imagine if you were an alien
looking down at the United
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States right now.
You would not believe we were a
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first world country.
You would believe that we were a
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nation in deep and advanced
decline, with a far right army
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of the undead lighting
themselves on fire and taking
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the rest of us with them.
And you know what?
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You might be right.
All right, so that not radical
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enough for you?
How about Rachel Maddow getting
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upset at Trump because he
praised a boy who has cancer?
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This is disgusting.
The president made a Oh yeah,
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out of praising a young man who
serves thus far survived
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pediatric cancer.
As if the president had
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something to do with that.
I hope he.
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Has a long life as as a law
enforcement officer.
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But I hope he never has to
defend the United States capital
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against Donald Trump's
supporters.
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And if he does, I hope he isn't
one of the six who loses his
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life to suicide.
You know, this is and they gave
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the green light to the rest of
the media to go about just
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carrying the, the, the, the
water of the liberal elites, the
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small group of people, the
fringe left who took it upon
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themselves to tell the rest of
America, you know, how to live,
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how to think, what to say, what
not to say.
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And, and it continues even
today.
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You could hear a little bit in
Martha Raddatz over at ABC News.
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Critics of President Trump will
say the pomp and circumstances,
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00:07:36,080 --> 00:07:40,680
the pomp and circumstance, the
red carpet, the warm handshake
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that President Trump simply
lost, that that Putin gained
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there just by being on the world
stage and walking down a red
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carpet with the president.
Your reaction.
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And that's what they're all
obsessed about policy, how it
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looks, the appearance, you know,
the red carpet.
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Never once did they ever say,
you know, this is the president.
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He was duly elected by the
people of this country, just as
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Biden was supposedly allegedly.
Why don't we give him a chance?
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00:08:06,920 --> 00:08:08,520
He's he's fighting for World
Peace.
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00:08:08,520 --> 00:08:11,960
They can't do that because then
it would mean that Trump is
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actually a, a real human being
and that Republicans, may I, I
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00:08:17,560 --> 00:08:21,440
was raised Democrats were the
party of peace.
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00:08:22,120 --> 00:08:24,200
They were the anti war party
when I was young.
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00:08:24,600 --> 00:08:27,120
They were the ones out there
fighting against Vietnam and all
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00:08:27,120 --> 00:08:31,080
that ancient orange.
And I supported them and now
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they're the party of war.
Now they're the party of anti
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00:08:33,600 --> 00:08:35,919
family, the anti religion.
In fact, they're against
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00:08:35,919 --> 00:08:39,640
everything that I actually as a
as a father, as a husband,
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believe in.
And to me, the the demise of
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00:08:45,200 --> 00:08:51,640
MSNBC is a pivot.
It, it is a beacon of perhaps
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00:08:51,640 --> 00:08:55,800
even hope that we can get some
sensibility and that people can
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00:08:55,800 --> 00:08:59,840
have those conversations that we
want to have without being
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00:08:59,840 --> 00:09:03,000
ostracized or demonized and
marginalized by people like Joey
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00:09:03,000 --> 00:09:07,200
Reed and Rachel Maddow.
But they're celebrating over
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00:09:07,200 --> 00:09:08,680
there.
So this is going to be a brand
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00:09:08,680 --> 00:09:12,280
new year.
No, no, it's, it's going to fall
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00:09:12,280 --> 00:09:13,640
miserably.
They're not going to get the
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00:09:13,640 --> 00:09:15,680
advertiser's support.
They're going to go the way of
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00:09:15,680 --> 00:09:18,440
Air America because they'll
realize at the end that a
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00:09:18,440 --> 00:09:22,280
majority of the American people
do not believe and we aren't
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00:09:22,280 --> 00:09:27,920
buying what they're selling.
Given the stratospheric entrance
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00:09:27,960 --> 00:09:31,880
of Vice President Coppola Harris
into the presidential campaign.
153
00:09:31,960 --> 00:09:34,800
You're going to look.
Real crazy being on the other
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00:09:34,800 --> 00:09:40,440
side of that line, particularly
as a person of color, but really
155
00:09:40,440 --> 00:09:42,800
as anyone.
You're going to look real weird
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00:09:42,800 --> 00:09:45,400
and real.
Lonely on that side.
