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MS NOW

MS NOW is a rebranded cable news network, formerly MSNBC, now pursuing outside content partnerships and taped programming to rebuild audience and revenue under new leadership.

Current mandate

MS NOW, the rebranded successor to MSNBC, is navigating one of the more consequential pivots in cable news in recent years. Having split from NBC News and NBCUniversal, the network is now building its own in-house newsgathering operation under president Rebecca Kutler while simultaneously opening its programming slate to outside content partners. The rebrand is not cosmetic: MS NOW is assembling a new Washington bureau under chief Sudeep Reddy, with teams organized around the White House, Congress, national security, and legal affairs, and has hired prominent reporters including David Rohde, Jacob Soboroff, Carol Leonnig, and Ken Dilanian. The network has also formed newsgathering alliances with AccuWeather and Sky News to supplement its independent reporting capacity.

The acquisition pattern over the past year reflects a network in transition rather than a conventional distributor on a buying spree. MS NOW has parted ways with left-leaning personalities Joy Reid and Katie Phang, signaling a deliberate repositioning of its on-air identity. The network is shifting away from traditional live weekend primetime blocks in favor of taped programming and outside content partnerships, with its deal with Crooked Media cited publicly as the template. Ad sales are projected to fall by approximately 11% in 2025 to $653.9 million, and viewership among adults 25-54 was down 59% across the programming day in Q3 2025, creating real urgency around the content strategy refresh. An uptick in ad revenue is forecast for 2026 as the network positions for midterm election coverage.

Material reaches MS NOW primarily through direct partnership discussions rather than any documented open submission process. The Crooked Media arrangement, cited by executives as the model for future deals, suggests that established independent media companies and podcast producers with existing audiences are the most likely entry point. MS NOW is also expanding into video podcasts, TikTok content, and live audience experiences, broadening the range of formats it is willing to consider. No unsolicited content pathway is documented; every tracked signal points to negotiated outside content partnerships as the operative route.

Signature peaks

  • -59% Viewership Decline Q3 2025 — Adults 25-54 viewership was down 59% across the programming day in Q3 2025.
  • Crooked Media Deal Outside Content Model — The Crooked Media partnership is the publicly cited template for new weekend primetime content partnerships.
  • 40 Decision Makers Tracked New Editorial Hires — MS NOW has assembled a new journalism team including David Rohde, Carol Leonnig, Jacob Soboroff, and Ken Dilanian.

Mandate dimensions

Genre focus
news, politics, video podcasts, taped programming
Territory focus
Not disclosed
Budget tier (observed)
Not disclosed
Access pattern
Every tracked deal signal points to direct negotiated partnership discussions as the route content reaches MS NOW, with the Crooked Media arrangement serving as the publicly cited model for future outside content deals. No unsolicited content pathway is documented; executives have indicated that new partnership announcements are expected in the coming weeks and months, suggesting active outreach to established independent media companies and podcast producers.
Deal structure
MS NOW pursues outside content partnerships for taped and digital programming rather than traditional rights acquisitions; deal structures are modeled on its Crooked Media arrangement, though specific financial terms for individual partnerships have not been publicly disclosed.

Market context

Modeled on its Crooked Media deal, MS NOW is actively seeking outside content partnerships for weekend primetime, signaling a meaningful opening for independent producers of taped programming.

MS NOW, the rebranded successor to MSNBC, is navigating one of the more consequential pivots in cable news in recent years. Having split from NBC News and NBCUniversal, the network is now building its own in-house newsgathering operation under president Rebecca Kutler while simultaneously opening its programming slate to outside content partners. The rebrand is not cosmetic: MS NOW is assembling a new Washington bureau under chief Sudeep Reddy, with teams organized around the White House, Congress, national security, and legal affairs, and has hired prominent reporters including David Rohde, Jacob Soboroff, Carol Leonnig, and Ken Dilanian. The network has also formed newsgathering alliances with AccuWeather and Sky News to supplement its independent reporting capacity.

Common questions about MS NOW

Does MS NOW accept unsolicited scripts or content pitches?

No unsolicited content pathway is documented for MS NOW. The network's publicly stated approach centers on negotiated outside content partnerships, with its Crooked Media deal cited as the operative model. Executives have indicated that announcements of new partnerships are expected in the coming weeks and months, suggesting active outreach is underway. Producers and independent media companies with established audiences appear to be the most relevant candidates for these conversations.

What kind of content is MS NOW currently acquiring or commissioning?

MS NOW is focused on taped programming for weekend primetime slots, video podcasts, live audience experiences, and direct-to-consumer content. The network is explicitly shifting away from traditional live weekend primetime blocks. Outside content partnerships modeled on the Crooked Media deal are the primary acquisition vehicle. The network is also investing in digital packages and TikTok content to extend reach beyond its linear cable audience.

What budgets does MS NOW typically work at for content partnerships?

No specific deal values or budget tiers for content partnerships have been disclosed in available trade coverage. MS NOW's overall ad sales are projected at $653.9 million for 2025, reflecting the scale of the network, but individual partnership deal structures have not been made public. Producers should approach MS NOW with an understanding that the network is under financial pressure, with ad revenue down roughly 11% year-over-year in 2025.

What festivals or markets does MS NOW source content from?

MS NOW does not operate as a traditional film or scripted television distributor, so festival acquisition is not a documented part of its content strategy. The network sources programming through direct partnership negotiations, editorial hires, and newsgathering alliances, most notably with AccuWeather and Sky News. Independent media companies and podcast producers with existing digital audiences appear to be the primary pipeline for new outside content deals.

How do I get my content in front of MS NOW decision makers?

Every tracked signal points to negotiated partnership discussions as the route material reaches MS NOW. The Crooked Media deal is the publicly named model, suggesting that independent media companies or podcast operations with established audiences and a track record are the most viable candidates. MS NOW president Rebecca Kutler and her team have signaled that additional partnership announcements are forthcoming, indicating active deal-making is in progress. No open call or submission portal is documented.

Is MS NOW currently active in the content market?

Yes, MS NOW is actively seeking outside content partnerships, with executives publicly stating that announcements are expected in the coming weeks and months. The network is in a significant strategic transition, having rebranded from MSNBC, split from NBCUniversal, and built a new in-house journalism team. While no new deals have been recorded in the most recent 30- or 90-day windows, the seeking statement and editorial investment indicate the network is in an active acquisition and partnership phase.

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