Microsoft Retreats from MSNBC

When MSNBC launched ten years ago, in that great business buildup that would become known as the Internet bubble, everyone was sure that the cable channel was Microsoft's inauguration as a big time media heavyweight.

Microsoft Says Long Goodbye to MSNBC

It didn't quite work out that way. MSNBC started around the same time as Fox news and that venture, headed by former political aide Roger Ailes, would become a history making success. MSNBC, for its part, has never succeeded in creating a real identity for itself.

Though Microsoft is leaving the channel to NBC, it will remain involved in the website version of the network. MSNBC.com has been a success in its own right, but not enough to offset the millions of dollars that Microsoft has invested over the years in its news venture.

Microsoft Media Struggles

There are myriad reasons that Microsoft's media strategy has yet to yield anything as culturally important as the iPod or Napster.

The main reason is Microsoft's reputation. In the 1990's Microsoft was a ruthless competitor that didn't flinch at stamping out competitors even before the alleged competitor even knew what they were doing. This became the basis of the court case Janet Reno's Justice Department filed against Microsoft in the late part of the decade.

Does Ruthlessness Pay?

With a reputation for ruthlessness, content suppliers were more comfortable remaining independent or allying informally with web portals like Yahoo or AOL. The executives from these companies were examples of civility (or media insiders) and the charm paid off.

The next wave of the Internet revolution is currently taking place and it's difficult to see Microsoft making any real headway. While Windows is still the world leader in operating systems, the Microsoft name has yet to be perceived as a lifestyle product or an inspiring media brand.

Microsoft Jobs, Microsoft Careers

As TV networks scramble to provide content for hand held device users and computers fast become home base for managing TV viewing, somehow the Microsoft name, while obviously involved, is yet to be associated with this new, and obviously crucial, step in the media game.

Microsoft jobs and Microsoft careers will obviously be devoted to making up some of this lost ground. With Apple and the web portals making a lot of noise, it won't be long before Microsoft devotes armies of jobs and careers to getting back the respect it's used to.

Source:
Forbes