From the vantage point of someone inside the industry, it appears as though MSNBC is trying for this: personality-driven "angles" on the news of the day. Allow me to explain...
Ali Velshi is now the face of business news at the network, Hallie Jackson is the face of on-site political coverage, Morning Joe is the face(s) of insidery-ish government dealings, Greta will be the face of legal coverage, Andrea Mitchell is the face of foreign affairs, and so on... with BriWi at the helm of it all (kind of). Several different angles and vantage points on the dominant political story of a generation: Trump's governance.
That's what Phil Griffin is going for, and it seems to be working, albeit for the jacked-up scheduling and random appearances on air.