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Rachel Maddow Renews MSNBC Deal

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Rachel Maddow will stay at MSNBC, according to two people familiar with the matter, after negotiating a new pact that will keep her at the cable-news outlet beyond 2022.

Maddow, who is the linchpin of the network’s primetime lineup, had been considering her own independent content ventures, according to people familiar with the matter, and had enlisted top executives at Endeavor to make her case to MSNBC and senior managers at NBCUniversal. MSNBC declined to comment on the matter.

Under terms of the new pact, Maddow will develop other projects in a new partnership with NBCUniversal. She has already established a track record for doing so. She has found success in other ventures, such as “Bag Man,” a seven-episode podcast series centered on the story of former U.S. Vice President Spiro Agnew. MSNBC in 2018 featured her documentary special, “Betrayal,” which focused on the darker side of the 1968 election and how President Nixon seemed willing to collude with a foreign government to win it. She is also the author of “Blowout,” a book that examines the effects of the oil and gas industries on the world.

MSNBC has reason to keep Maddow at her post. “The Rachel Maddow Show,” which has aired at 9 p.m. since launching in 2008, snared nearly $66.2 million in advertising in pandemic-ridden 2020, according to Kantar, a tracker of ad spending — only a little less than the $69.2 million it captured in 2019. The show’s top sponsors in 2021 include advertisers like Procter & Gamble’s Tide and Mazda. Business Insider previously reported the anchor’s new deal.

In the second quarter of 2021, Maddow’s program reached an average of 2.6 million viewers, topping CNN’s “Cuomo Prime Time,” but falling behind Fox News Channel’s “Hannity,” according to figures from Nielsen.

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