Political Move?

Yesterday I posted a discovery I had made about one of the Comcast executives behind the yanking of MSNBC from Standard Cable to the “digital only” tier in the Boston television market.

Specifically, the Comcast’s Vice President of Public Relations here in the northeast is a woman by the name of Shawn Feddeman, who prior to running PR for Comcast, was the Press Secretary for former GOP Presidential Candidate Mitt Romney while he was Governor of Massachusetts. She was also a campaign contributor to to Romney’s failed presidential bid while serving as head of PR for Comcast in New England. I felt that this revelation was further evidence that Comcast’s decision to pull the network from its analog package was politically motivated.

Well, apparently my post made the rounds and not long thereafter I received a response from another executive at Comcast. While I appreciate the attempt to provide some clarity on the issue, the executive’s response only sparked further questions on my part.

Below I will provide that executive’s response, as well as my follow-up questions to him. Hopefully we will soon receive some answers that make some sense.

Hi Paul. Jim Hughes from Comcast’s Boston office here. As a fan of Hardball and Countdown myself, I can tell you for sure that this was not about politics — it was about ensuring that our network is able to deliver the maximum benefit to the maximum number of customers. And as you may have seen in the press, we’ve already started delivering the benefits — we announced the launch of seven new HD channels here in Mass. — Disney HD, ABC Family HD, TLC HD, AMC HD, Science Channel HD, TMC (The Movie Channel) HD and Showtime 2 HD — last week, and more are on the way. A single analog channel takes up as much space on our network as 10 digital channels, or 3 HD channels, and this change is allowing us to strike an appropriate balance between our analog and digital offerings. As for the price issue you bring up, you’re right — digital cable service requires a box-rental fee. This is the fee that we waived for a year for affected customers. And while other TV providers here and elsewhere in the country are seeing the growing consumer preference for digital TV and dropping analog service altogether, we are committed to delivering a low-cost analog option for our remaining customers who want it.

And below, you will find my response to Jim Hughes:

Hi Jim,

Thanks for reading and writing in to Monkeyinmymind.com.

While I appreciate you laying out Comcast’s plans to deliver more HD programming, and also explaining how analog channels occupy more “space” than their digital counterparts, your response still doesn’t quite answer exactly why MSNBC was chosen out of all the cable news channels to be ejected from analog into digital-only format.

To provide some context to this issue, I am aware that if one receives a digital programming package, one still generally receives access to analog versions of those digital programs (now excepting MSNBC, of course). For example, I was over at another Comcast subscriber’s home this weekend and noticed that while they had access to ESPN HD, HBO HD, and CNN HD, this person still had access to the analog versions of those channels. Why doesn’t this hold true for MSNBC?

I love the picture and quality of HD programming as much as anyone else, but I wasn’t aware that this was a “choose or lose” proposition when it comes to mainstays on the cable programming spectrum like MSNBC. As of today (and until February 17, 2009), the default television format is not yet digital so consumers like myself and many thousands of others shouldn’t be forced into converting to digital prematurely.

To that end, I was hoping you could provide additional clarity on the following questions:

1) What other channels besides MSNBC were removed from analog format in order to be digital only (I haven’t noticed anything else missing from the lineup)?

2) What type of Nielsen ratings did these other channels earn?

3) If Comcast’s motivation was not political, but instead to “ensur[e] that [y]our network is able to deliver the maximum benefit to the maximum number of customers,” why do CNN, FoxNews, and CNBC remain available in analog format?

This move smacks as a double standard, especially when one compares the ratings that each of these channels earn. Please note the following ratings numbers over this last weekend, comparing all of the cable news networks:

You will notice that while MSNBC trails FoxNews and CNN (only slightly) in one demographic, it outperforms Fox and CNN in the 25-54 demographic, and outperforms CNBC in all demographics.

Live + Same Day Weekend Ratings
Cable News Ratings August 2, 2008
P2+ Total Day
FNC – 699,000 viewers
CNN – 467,000 viewers
MSNBC – 420,000 viewers
CNBC – 132,000 viewers
HLN – 263,000 viewers

P2+ Prime Time
FNC – 1,033,000 viewers
CNN – 657,000 viewers
MSNBC – 548,000 viewers
CNBC – 262,000 viewers
HLN – 270,000 viewers

25-54 Total Day
FNC – 169,000 viewers
CNN – 145,000 viewers
MSNBC – 213,000 viewers
CNBC – 68,000 viewers
HLN – 103,000 viewers

25-54 Prime Time
FNC – 178,000 viewers
CNN – 167,000 viewers
MSNBC – 288,000 viewers
CNBC – 134,000 viewers
HLN – 101,000 viewers

Again, thanks for your forthright answers.

In order for many of us to believe that this decision was NOT politically motivated, answers to questions like mine would be sincerely appreciated.