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A new executive will take the reins of MSNBC’s daytime schedule, which had become increasingly focused on up-to-the-minute headlines.

In a move that further blurs the lines between NBCUniversal’s cable-news operation and its NBC News unit, the company has assigned a senior executive from NBC News to supervise MSNBC programs featuring Andrea Mitchell, Thomas Roberts, Kate Snow – and, of course, special reports from Brian Williams that have become a bigger part of the network’s programming.

Janelle Rodriguez,  an NBC News senior vice president of who rides herd on editorial operations, will now oversee MSNBC daytime programming, and report to both NBC News President Deborah Turness and Phil Griffin, president of MSNBC, who explained the move in a memo to staff issued Wednesday morning.

The New York Post previously reported the executive shift.

MSNBC previously ran a daytime grid that matched the themes of its primetime schedule, in which hosts examine the news of the day through a progressive lens. Since last year, the network has instead pursued breaking-news reportage, often making use of personnel from NBC News. The daytime shift has brought eyeballs to MSNBC, Griffin said in his memo. “Our teams are working overtime to produce smart, dynamic live coverage from primary states and major news events around the country.  And it’s paying off: in February, MSNBC’s 9 a.m. – 5 p.m. dayside programming was up +166%” in viewers between 25 and 54, the demographic coveted most by advertisers who buy news programming.

Rodriguez  joined NBC News in January of 2015, and manages the editorial direction on breaking news and long-range initiatives and has executive oversight of NBC Nightly News.   Previously, she was vice president of programming for Time Warners’ CNN, where she supervised all daytime and weekend programming for the network.





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