Fresh off of overtaking CNN for second place in the primetime ratings, MSNBC has struck a deal with progressive radio host Ed Schultz—though it’s to fill the 6 p.m. E.T. timeslot, not the talked-about 10 p.m. vacancy, currently occupied by a Keith Olbermann rerun. David Schuster, who had briefly hosted MSNBC’s 1600 Pennsylvania Avenue at 6 p.m., will anchor MSNBC’s 3 to 5 p.m. newscast.
With this, the network is banking on the oft-repeated cable news strategy of recruiting political-talk talent from the radio (Hannity, Maddow). Now, I’m not very familiar with Schultz; political gab shows are enough of a hazard of the job as TV critic that I don’t feel the urge to seek them out on the radio on top of that. For those of you who know his work, what do you think of the move? And any nominees for that 10 p.m. spot?