Olbermann left MSNBC, where Countdown had aired since March 2003, in January 2011. Olbermann joins the fledgling Current TV, not only as its marquee host, but also as its chief news officer. His role will extend beyond Countdown and he will be heavily involved with developing news programming across Current TV.
On a recent conference call with members of the media, Olbermann opened up more about the format of the show and some of the frequent contributing guests. It sounds like Countdown will continue much as it did on MSNBC, albeit with a slightly altered cast of regular characters.
Olbermann repeatedly underscored Current's unique position as an independently owned news network. To wit, the first promo spot for the show is all about combatting the "heavily biased corporate-sponsored spin" that saturates modern media. The underlying message is that as an independent entity, Current TV (and Olbermann, by proxy) can cut through to the truth.
Of course, bias exists with or without corporate backing, and I have little doubt that Olbermann's own gaze and point of view will carry over not only to Countdown, but to the other news programming on Current TV.
Where's the Digital Focus?
One of the more disappointing aspects about the launch of the new Countdown is the lack — at least thus far — of a clear-cut digital strategy. It's more than a little ironic that Current TV, a network that was originally formed with a focus on online content, is remaking itself to be more of the standard cable network, especially in an age when the established cable networks are trying to be more social.
Olbermann's former network, MSNBC, has long had as strong digital presence. Not only are clips from its various programs available online (and the network has streaming deals with certain telecoms for mobile TV initiatives) almost instantly, the network has provided video podcasts of its primetime shows — including the former incarnation of Countdown. MSNBC also has a strong presence in the mobile app space.
In contrast, Current has reduced much of its online video presence to clips and promos for certain series. The website for Countdown, while beautiful and well-designed, will bring users exclusive behind-the-scenes video clips and curated clips from the nightly show. In other words, if your cable provider doesn't carry Current, you won't be able to watch the full show.
To combat that, Current is actively embarking on a "I Want My MTV"-esque campaign to get users to use social media, email and the phone to petition cable operators to add Current to their lineup.
Here's a video that Olbermann made addressing cable television provider Cablevision:
It's a little frustrating that the network is knowledgeable enough to know that Twitter and Facebook are important outlets to get the attention of cable operators, yet aren't willing to take the next step of offering online access to content.
Unlike CNN, Fox News and MSNBC, Current TV isn't a cable news lineup staple. For that reason, Olbermann is not promising blockbuster traditional ratings. He pointed out that Countdown in the early days on MSNBC was only getting a small fraction of its audience circa 2011.
That's a fair point and one we will certainly keep in mind when the reports are released. Still, we have to question the reliance on a traditional cable strategy when the industry model as a whole is moving to a more malleable and digital space.
My hope is that Current TV and Olbermann will learn to embrace digital audiences sooner rather than later. Yes, it's important to target the existing cable market, but the focus should also be on the growing segment of users that consume their content — including news — online.