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The Boston Globe


The curious case of Alec Baldwin

According to the website Mediaite, MSNBC is going to give Alec Baldwin a TV show on politics. The idea is that Baldwin will have a weekly platform on Friday nights at 10, from which he can do a real-life version of “The Newsroom” except maybe talk a little less like Data in “Star Trek: The Next Generation.”

Is this what MSNBC wants to do with its Nielsen anxiety, as the news and opinion channel continues to lose viewers and, at times, trail Fox News, HLN, and CNN? The left eye to Fox News’ right, MSNBC has a strong need to “lean forward” in the ratings, and MSNBC executives may see the tabloid-courting Baldwin as just the ticket. He could be their very own Geraldo, periodically transforming embarrassing moments into bad publicity, of which there is no such thing.

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