By MICHAEL P. HILL
SetStudio

When MSNBC launched in 1996, the network executives knew they had to be different.

Going up against the well-established cable news leader at the time, CNN, MSNBC opted for a high-tech, urban look reminiscent of the warehouse building the network took over in New York suburb Secaucus, N.J.

"This was the first merger of a dot-com and television network and we wanted to keep the look of both," said Alison Hawley, Director of Production, referring the fact MSNBC is a joint-venture of NBC and Microsoft. "That's why you see this big, vast feel," she added.

To achieve that wide-open look, engineers removed the building's support columns from where the newsroom studio sits now. To keep the roof supported, a unique "spider web" of braces on the roof hold the building up from the outside.

However, since 1996, the cable news scene has dramatically changed. There are now three 24-hour networks and CNN now trails behind Fox News Channel, with MSNBC pulling up last.

With these changes, there have been drastic changes in the look and feel of all three. At MSNBC, that meant one of the first major overhauls of the newsroom since the network launched.

This summer, all but one duratrans backgrounds in the newsroom were replaced. "We wanted a lot of depth and a futuristic look," explained Hawley, adding they wanted the set to match the on-air graphics, which have the high-tech feel of computer interfaces.

Until this point, the on-air chyron graphics had been changed quite a bit, but costs prohibited making significant changes to the set.

All the duratrans were designed in-house, by the same folks who design the on-air graphics, which was key in creating a unified look.

A highlight of MSNBC's newsroom has always been the rotating anchor desk that sits in the center of the room. "We knew we wanted different shows to have different looks, and this gives each show a unique look but you're still in this great space," Hawley said.

However, the network had shifted away from using the single-anchor format that had dominated programming for many years. Most shows during the day now feature two personalities.

Previously, shows that did use two anchors were shot from a portable desk placed in the flexible, open area that has also played host to everything from the MSNBC "War Room" to a quasi-living room set in honor of the Seinfeld sign-off.

Recently, the network was also putting anchor pairs in chairs, each with their own mini-desk just big enough for a laptop and coffee mug.

However, these set-ups aren't necessary anymore with the completely revamped anchor desk.

The new desk has five different seating locations, including ones specially-designed for single-anchor shows such as "Countdown with Keith Olberman" and "The Abrams Report."

A unique feature of the desk is that the lighting rotates along with it, ensuring talent is always well-lit. All of this is controlled by a computer that can remember positions for a crew member to call up instantly.

Also revamped is the "sled," a smaller, single-person anchor desk that sits off to the side of the main one.

This desk gets its name from the fact it can be slid over to connect with the other desk. Originally conceived as a way for the network's Internet reporter, representing the Microsoft side of the network, to metaphorically "dock" with NBC, the sled hasn't found a role yet, but executives are exploring several possibilities for it in the future.

Less noticeable changes this summer included a new newsroom floor. Finished to simulate wood, the old floor had been worn after eight years of rolling equipment over it, according to Maryellen Hauslaib, Director of Studio Operations.

Some single-anchor shows, such as "Lester Holt Live," are anchored from the standalone studio down the hall on a set originally designed for "The News with Brian Williams," but now used for MSNBC shows and "Early Today."

In addition, the network has a flash position located next to the MSNBC newsroom, explained Hauslaib. This simple, single-camera position, which is shot using a robotic camera, is used for breaking news, news updates during primetime and weekend programming and interviews.

The flash camera is actually located in the main NBC newsroom. This area, located behind the glass windows etched with the MSNBC logo and faux circuitry, plays host to the majority of NBC news staffers who maintain constant contact with the smaller staffs for "NBC Nightly News" and "Today" at 30 Rockefeller Plaza in Manhattan.

Like all networks, MSNBC is always making changes to its look and feel. "We make tweaks every day," said Hawley.

Many of these changes reflect trends in the industry. Often one network will start a new look or format, and the others will follow. Hawley acknowledges this goes both ways, with MSNBC both doing the adapting or having their ideas picked up by Fox or CNN.

MSNBC also plans to revamp a corner of the newsroom formerly used for the shows "Nachman" and "Homepage" as a new weather center, said Hawley. Currently, parts of the Nachman set are visible behind a makeshift chroma key wall.

Despite all the time MSNBC spends on its visuals, Hawley and Hauslaib still maintain the content drives the ratings.

"Set are never going to draw an audience," said Hawley. "They are going to enhance our talent and make them look the best they can, and that often means putting them in front of a pretty background. If we can catch them with a cool look, that's great."

Obviously, the expanding number of cable channels available have made this much more difficult and MSNBC, like any television station or network, conducts viewer and market research several times a year.

"We take it with a grain of salt," said Hawley, though she did add it often gives them an idea of things viewers like and don't like. In addition to sets and graphics, research also dictates the network's format.

Originally, the network took a Headline News strategy, featuring a news wheel format.

Then came individual, branded shows such as "Morning Line," a hard-hitting show and "Today in America," focusing on reports from NBC affiliates, each with their own hosts, graphics and formats.

Then executives realized viewers really didn't care about these blocks, so during dayside, the approach became more like Headline News again.

A recent change now focuses on a updating the news every 15 minutes and providing in-depth reporting and interviews stemming off the hour's top story.

As MSNBC continues its upward battle of 24-hour-cable news in a difficult market, expect more changes. "We're never done ... we keep revisiting things," said Hawley.