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MS NOW

MS NOW (formerly MSNBC) is rebuilding its editorial identity post-split from NBCUniversal, actively seeking outside content partnerships for weekend primetime taped programming while investing in an in-house journalism operation under president Rebecca Kutler.

Current mandate

MS NOW is in active transition. Having split from NBC News and NBCUniversal and rebranded from MSNBC, the network is now operating under president Rebecca Kutler with a mandate to combine opinionated hosting with original in-house reporting. The Crooked Media deal stands as the landmark model for what the network is now replicating: outside content partnerships for weekend primetime taped programming, with further announcements described as coming in the near term. The network is simultaneously shifting away from traditional live weekend primetime blocks toward video podcasts, taped programming, live audience experiences, and direct-to-consumer content.

Over the past twelve months, MS NOW has assembled a new journalism team, hiring prominent reporters including David Rohde, Jacob Soboroff, Carol Leonnig, and Ken Dilanian, largely drawn from NBC News. A Washington newsgathering structure under bureau chief Sudeep Reddy now organizes teams around the White House, Congress, national security, and legal affairs. Newsgathering alliances with AccuWeather and Sky News have been formalized. The network has also parted ways with left-leaning personalities Joy Reid and Katie Phang, signaling a deliberate repositioning of its on-air identity. Digital output, including packages and TikTok content, is expanding alongside linear coverage.

For outside content partners and rights holders, the primary pathway is through the network's developing outside content partnerships framework. The Crooked Media deal is the stated model; pitches aligned with weekend primetime taped formats, video podcast sensibilities, or live audience experiences are most relevant to the current mandate. Decision makers tracked number 40, with Rebecca Kutler and bureau chief Sudeep Reddy among the most publicly identified figures shaping editorial direction.

Signature peaks

  • $653.9M Ad Sales Projection (2025) — Projected 2025 ad sales, down 11% year-over-year, per recent coverage
  • 40 Decision Makers Tracked — Executives and decision makers currently tracked across the organization
  • 26 Activity Records (12mo) — Total tracked activity records over the past twelve months

Mandate dimensions

Genre focus
news, politics, video podcasts, taped programming
Territory focus
Not disclosed
Budget tier (observed)
Not disclosed
Access pattern
MS NOW's access pathway runs through its outside content partnerships framework, which is actively being built out under president Rebecca Kutler. The Crooked Media deal is the stated template; weekend primetime taped formats, video podcast concepts, and live audience experience proposals are the most relevant entry points. With 40 tracked decision makers and partnership announcements described as imminent, introductions through representation or direct outreach to programming and business development contacts are the recommended approach.
Deal structure
MS NOW's deal structure, based on available reporting, follows a content partnership model rather than traditional script acquisition or licensing. The Crooked Media arrangement is the publicly cited precedent for weekend primetime taped programming. The network is also investing in digital packages and TikTok content alongside linear output, suggesting multi-platform distribution may be a component of partnership terms. No specific financial terms or exclusivity structures have been publicly disclosed.

Market context

"MS NOW is actively seeking outside content partnerships for weekend primetime taped programming, modeled on its Crooked Media deal, with announcements expected in the coming weeks and months."

MS NOW is in active transition. Having split from NBC News and NBCUniversal and rebranded from MSNBC, the network is now operating under president Rebecca Kutler with a mandate to combine opinionated hosting with original in-house reporting. The Crooked Media deal stands as the landmark model for what the network is now replicating: outside content partnerships for weekend primetime taped programming, with further announcements described as coming in the near term. The network is simultaneously shifting away from traditional live weekend primetime blocks toward video podcasts, taped programming, live audience experiences, and direct-to-consumer content.

Common questions about MS NOW

Does MS NOW accept unsolicited scripts or pitches?

MS NOW has not publicly confirmed an open unsolicited submissions policy. The network's stated focus is on outside content partnerships modeled on its Crooked Media deal, which suggests a structured partnership approach rather than an open-door script submission process. Creators are best advised to pursue a formal introduction through representation or industry channels rather than submitting cold, as the mandate centers on taped programming and video podcast formats for weekend primetime slots.

What budgets does MS NOW work with for outside content deals?

No specific deal values or production budgets have been disclosed publicly in connection with MS NOW's outside content partnership strategy. The Crooked Media deal is cited as the model, but financial terms of that arrangement have not been reported. MS NOW's parent entity Versant is navigating declines in affiliate fees and ad revenue, with ad sales projected at $653.9 million in 2025, down 11%, which may inform the scale of investment available for new partnerships.

Does MS NOW acquire content from film festivals?

There is no reported indication that MS NOW is actively acquiring content through traditional film festival channels. The network's acquisition focus, per current coverage, is on outside content partnerships for taped weekend primetime programming, video podcasts, and live audience experiences. Its editorial investment is concentrated in news and opinion formats rather than documentary or narrative film acquisition pipelines typically associated with festival markets.

How do I reach MS NOW to pitch a content partnership?

MS NOW has 40 decision makers currently tracked. President Rebecca Kutler and Washington bureau chief Sudeep Reddy are among the most publicly identified figures shaping editorial and programming direction. The network has signaled that partnership announcements are expected in the coming weeks and months, suggesting active conversations are underway. Industry representation and direct outreach to programming or business development contacts aligned with the Crooked Media deal model represent the most viable access pathways.

What genres and formats is MS NOW prioritizing right now?

MS NOW is prioritizing video podcasts, taped programming, outside content partnerships, and live audience experiences, while shifting away from traditional live weekend primetime blocks. Editorially, the network is emphasizing stories showing the real-world impact of national policy on communities. Opinion programming combined with original reporting that can initiate news cycles, not just comment on them, is the stated editorial ambition under president Rebecca Kutler.

Is MS NOW currently active in making new content deals?

MS NOW is actively seeking outside content partnerships for weekend primetime taped programming, with announcements described as expected in the coming weeks and months, according to a recent executive quote. The network recorded 26 activity records over the past twelve months and carries 40 tracked decision makers, though unique deals closed in the past 30 and 90 days are recorded at zero in current tracking data. The Crooked Media deal remains the most recent publicly confirmed partnership model.

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