Rex Sorgatz, Executive Producer of MSNBC, <a href=”http://www.fimoculous.com/archive/post-3267.cfm”>announced in his blog</a> last Sunday that they were buying <a href=”http://www.newsvine.com”>Newsvine</a>, a user-prioritized, editor-less news site where site users post snippets of news, vote and comment on the articles.

Showing remarkable insight for a traditional media guy, Sorgatz noted, “‘audience’ isn’t even the right word anymore.”

Mainstream media is broken, and fixing it, Sorgatz says, means offering “news as conversation, as a network, as a platform. By reconstituting media as participation, Newsvine suddenly makes news fun and engaging again.”

Two thumbs up for this smart move.