After Election Day, MSNBC viewership is down and the lifeboats are underway filled with rats. Or more aptly, Comcast is tiring of being in the TV business. It’s been left behind in the streaming wars and, much like AT&T before it, decided that maybe it doesn’t want to be tethered to a dying business.

Comcast is set to spin off its NBCUniversal cable television arm, as the industry continues to struggle with the emergence of streaming giants like Netflix and Amazon Prime.

The BBC understands that the plan – set to be announced on Wednesday – is to create a new company that will include channels such as MSNBC, CNBC, USA, E!, Syfy and the Golf Channel.

The Golf Channel too. Incredible. But also don’t forget Bravo and Oyxgen.

AT&T did this with Warners, deciding that it didn’t want to own, among other properties, CNN. But Warners had a much more appealing package than NBCU has with MSNBC and Bravo.

Bottom line though is that the media is dying as a for-profit enterprise. Their corporate owners don’t really want them and are looking to shed that whole part of the business. Not all that long ago, CNN and MSNBC were tethered to communications giants. Now they’re going to be spun off as channel packages. And what happens as the cable business declines? The ice floes are waiting.