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Wolff to Head Prime Time for MSNBC

Sep 13, 2005  •  Post A Comment

MSNBC President Rick Kaplan has an executive in charge of prime time for the first time in five months. Mr. Kaplan has named Bill Wolff–whose first foray into news programming has been as executive producer of MSNBC’s 2-month-old “The Situation With Tucker Carlson”–VP of prime-time programming for the cable news network.

Mr. Wolff will make the switch immediately, Mr. Kaplan said in an e-mail Tuesday afternoon to the MSNBC staff.

“The Situation,” which was moved from 9 p.m. to 11 p.m. in June, has not helped MSNBC dig itself out of fourth place and back into the third-place competitive position in prime time it held until “Nancy Grace” boosted CNN Headline News into third place this summer. But the show’s audience is the youngest (median age 53) in MSNBC’s nighttime lineup. “The Situation” averaged 174,000 viewers, 78,000 of them in the 25-54 demographic, from Aug. 8-28, according to data from Nielsen Media research.

Mr. Wolff is an Emmy winner who developed a cult following with ESPN’s “Around the Horn” and Fox Sports Networks’ “I, Max.” His new position was last held by Phil Griffin, who was named executive in charge of NBC’s “Today” show in April.

“The Situation” senior producer Brad Como, who joined MSNBC last spring with Mr. Wolff and worked with Mr. Wolff at FSN and ESPN, has been named executive producer of “The Situation.”