(MSNBC/ MSNBC ) - ‘Lockup’ on MSNBC
.The series receives absolutely no promotion on the news channel whose brand is built on the Beltway bona fides of Rachel Maddow and Morning Joe. Andrea Mitchell is never going to say: “Thanks, Secretary Clinton. Now, here’s what’s happening in Wabash Correctional.” Sister network Bravo foists “Housewives of Wherever” on NBC’s “Today” with synergistic zeal, but the best bang “Lockup” has ever received was a segment on “Oprah,” not in the NBC family.
But it is a ratings bonanza, a prime-time juggernaut, even after a decade.
“ ‘Lockup’ just doesn’t need help,” says MSNBC’s long-form vice president, Scott Hooker. “It has proven it’s something that can succeed on its own. People know it is there.”