Report: MSNBC Planning Changes As Younger Viewers Tune Out

(RTTNews) - MSNBC is reportedly planning changes at the network after January ratings revealed huge declines compared with a year ago.

Even with polarizing topics like Ferguson in the national spotlight, even younger viewers are skipping right past MSNBC in favor of Fox News and CNN.

The network was down double digits in all ratings measurements in January, according to Nielsen. Most ominously, ratings plunged 37 percent in the 25-54 demographic (93,000 viewers).

Brazen punditry cloaked as news may appeal to Fox News conservatives, but MSNBC's liberal-leaning audience has apparently grown tired of it, and none of network President Phil Griffin's recent hires are much loved by viewers.

Handpicked by Griffin, both Ronan Farrow's 1pm show and Joy Reid's 2 pm show are now on the chopping block due to dismal ratings, according to TV industry news site The Wrap.

Meanwhile, the all-important 8 pm slot has been a black hole for MSNBC since the departure of Keith Olbermann in 2011.

"All In" with Chris Hayes has been a poor lead in to Rachel Maddow's show, with Maddow's ratings falling sharply in the past few months.

Griffin may move Hayes' show from primetime in an effort to generate some buzz ahead the upcoming presidential election. MSNBC enjoyed its greatest success in 2012 as young Democrats were energized by the race for the White House.

A recent memo from Griffin to MSNBC staff obtained by the Wrap acknowledged that last year was "especially difficult" for the network.

"We're going to get on the road - and outside of Washington - a lot more. We're going to keep opening up our aperture, while investing in original reporting on the broad range of stories that move and inspire Americans. And we're going to use new technologies, events and creative tools to engage and mobilize our passionate audience," he told employees.