MSNBC's Future is NOW

On Saturday evening, the Hammerstein Ballroom in Manhattan was filled to capacity with people intently listening to Ali Velshi and Stephanie Ruhle in a free-flowing conversation that ranged from democracy to parenting. “At MSNBC or MS NOW, I work with the best people in the world,” Ruhle said, just before leaving the circular stage with the network’s logo glowing in massive letters behind her.

The event served as a tangible representation of this pivotal moment for MSNBC. After nearly three decades, the network is divorcing from NBCUniversal, being spun off with the entertainment conglomerate’s dying cable channels into a new company called Versant. As part of the separation, MSNBC must shed its NBC skin and rebrand entirely. In just a few short weeks, it will be known as MS NOW, short for My Source for News, Opinion, and the World.

Most of the attendees likely had no idea what Ruhle was talking about when she referred to the network’s new name—a fact executives are acutely aware of and preparing to address. It’s part of the reason the event remained under the MSNBC name, in an effort to limit confusion among the progressive outlet’s most dedicated fanbase.

But backstage, the network was bracing for the future. MSNBC talent were simultaneously posing for a promotional photo shoot, which will be tied to a multiplatform marketing campaign that’s expected to carry a $20 million price tag, as previously reported by Breaker, according to a person familiar with the matter. After Halloween, the network plans to kick off a viewer awareness campaign of the switch to the MS NOW name, an effort to get ahead of potential confusion before the change officially takes place in mid-November, the person told Status.

In terms of the Versant portfolio, the task of establishing an identity separate from the flagship network appears to be most significant for MSNBC, which not only has to implement a name change to distinguish itself but to replace the shared NBC newsgathering resources that it’s losing, at a time of financial pressures on news organizations.

Much of the linear television news industry is struggling to find its footing in a fractured media ecosystem where many are gravitating to other platforms, or even tuning out entirely. All of this, of course, is unfolding against the background of an unprecedented assault on press freedom from the Trump administration, whose attacks on media organizations—with MSNBC among the president’s favorite targets—have sent shockwaves across the industry, especially among companies that have regulatory business that might require federal approval. 

Despite the challenges ahead, MSNBC president Rebecca Kutler sounded bullish about the network’s future, pointing to the strong turnout Saturday as proof of the engaged audience she hopes to build on. Kutler committed to expanding the network’s event offerings long before assuming the principal role at MSNBC this year, with the live series being one of her chief accomplishments as senior vice president for content strategy. This second annual all-encompassing summit served as an official crowning of sorts.

“If you sit in this room and see the connection that the people have with the people on that stage, I feel great about our future,” she told me as Ari Melber and Maya Wiley took the stage behind us to great fanfare. As if to buttress the point, later in the evening, I spotted an event bartender fangirling over the headline act, Rachel Maddow and Lawrence O’Donnell, snapping some quick photos of the pair onstage. 

The MSNBC rebranding is only one of the seismic changes underway at the network, with Kutler committed to bolstering newsgathering and reporting teams after years of relying on shared resources with NBC News. Kutler pointed to the network’s first week of “standing on our own two feet” and the “scoop machine” powered by reporters Carol Leonnig and Ken Dilanian, who broke stories about the Department of Justice taking unprecedented action against Donald Trump’s perceived enemies, adding, “I’m incredibly proud and incredibly excited to see what this team will be in one month, in six months, in a year, in two years.”

While Saturday’s marathon event drew an impressive turnout, the crowd skewed older—a reminder of who still watches linear television news and feels invested enough in its stars to pay to see them in person.

When Jen Psaki was joined on stage by the “I’ve Had It” podcast duo, Jennifer Welch and Angie “Pumps” Sullivan, it was evident that there was little initial crossover in the audience. But once Welch started railing against “failed drag queen” J.D. Vance, in classic “I’ve Had It” fashion, she won them over, with cackles sprouting up across the ballroom. The podcast pair definitely left with a few more fans older than their average viewer. 

Kutler is aware of the demographic-specific hurdles the network is facing, like all in the traditional television business, and seems eager to experiment with formats, platforms, and events that engage with an expanded audience in the modern media ecosystem. Since taking on the role, Kutler has grown the network’s podcast offerings aggressively, allowing talent to book guests who expose them to broader online communities. They are not only focused on the existing viewers, but also “future fans,” as Kutler put it.

“Let's get that on a platform where they are,” she said. “I deeply believe that you need to fish for the fish.”

Of course, all of that is easier said than done. Saturday’s packed ballroom proved that MSNBC can summon a loyal crowd. But translating that enthusiasm into a lucrative digital business is another matter entirely. The network’s live events and podcasts may generate buzz, but they don’t yet replace the hundreds of millions of dollars in annual carriage fees that the shrinking cable bundle has for so long guaranteed. With cord-cutting accelerating, MSNBC does not have long to prove that it can convert its political fandom into a sustainable, post-cable model.

Still, the network’s ability to rally an audience—both on television and in-person at events such as the one held this weekend—suggests it might just have what it takes to find a path into the future, especially with most cable networks living on what appears to be borrowed time. Bucking that trend won't be easy, but MSNBC looks like it has a chance, at least, to be one of those that do.

In this week’s episode: We unpack Bari Weiss’ debut at CBS News and how she is moving to usher in an era of bothsidesism at the network. Then, we break down how Pete Hegseth’s new press rules aim to create a giant safe space for him at the Pentagon, questioning how the former Fox News host would have reacted if another administration imposed them. Finally, we revisit the Riyadh Comedy Festival, where comedians like Dave Chappelle are catching heat for performing in Saudi Arabia and look at the glaring holes in their arguments for doing so.

You can watch on YouTube—or listen on Apple Podcasts, Spotify, or wherever you get your podcasts.

[Data via Box Office Mojo]