Rita Cosby: MSNBC “Fighting Fire With Fire”

Rita Cosby: Live & Direct has averaged 465,000 viewers in its first four days, a gain of 128% compared to the time period’s July average, according to MSNBC. The show averaged 205,000 viewers in the 25-54 demo, a gain of 123%.

Variety frames Cosby as MSNBC’s answer to Greta Van Susteren and Nancy Grace. “MSNBC is fighting fire with fire, planting its own assertive blonde in primetime last week,” Michael Learmonth writes.

“That leaves CNN as the only news net without a Greta clone. But if Grace keeps racking up viewers on sister net Headline News, it might not be long before she gets the call-up.”