MS NOW Boss Rebecca Kutler On Taking Trump Live, Hasan Piker, and More

In short

This podcast episode delves into the current state and future of MSNBC, addressing the perceived decline of linear television news while highlighting the network's growth in digital platforms and its new membership program. The discussion covers MSNBC's strategic financial planning, audience engagement, talent acquisition, and its commitment to pro-democracy journalism. It also touches upon covering political figures, the role of media in shaping public opinion, and the network's unique position within the broader NBCUniversal portfolio.

Key takeaways

• Linear television news viewership is declining, but MSNBC is experiencing growth in digital engagement and has launched a membership program to foster direct audience relationships.
• MSNBC's strategy involves diversifying revenue streams beyond cable, aiming for a 50/50 split between traditional and new ventures, supported by strong financial performance.
• The network emphasizes building a community around its content and hosts, leveraging high audience engagement metrics and extensive listener research.
• MSNBC prioritizes unique talent and diverse perspectives in its newsroom, viewing journalism as essential for a healthy democracy.
• The network aims to provide comprehensive coverage of political events, including potentially controversial figures, with a focus on reporting and fact-checking.

Chapters

1. 00:00

   Introduction and AI's Impact

   The podcast begins with a sponsor message from Anthropic, a public benefit corporation behind Claude, highlighting the widespread questions and concerns surrounding AI's impact on jobs, families, and the future, emphasizing hope in addressing these complex issues.

2. 01:15

   State of Linear Television News

   The speaker addresses the question of whether linear television news is declining as rapidly as commonly perceived. Data from 2005 shows 375,000 viewers for MS/MSNBC in primetime, which has since shrunk by 30% to 1.2 million viewers, indicating a contraction in the cable audience.

3. 02:30

   MSNBC's Digital Strength and Audience Growth

   Despite the overall decline in linear TV, MSNBC reports a position of strength, with a growing audience and strong performance across digital platforms, including msnbc.com, YouTube, and TikTok, where they are a leading news brand.

4. 03:45

   MSNBC's Membership Program Launch

   MSNBC officially launches its membership program, aiming to build a direct-to-consumer relationship. The program offers community engagement with hosts and reporters, Q&A sessions, and exclusive content, reflecting a strategic move to deepen audience connection.

5. 05:00

   Building Community and Direct-to-Consumer Relationships

   The membership program is driven by extensive research involving 18,000 people, identifying a need for community and connection. MSNBC aims to provide this through various platforms, including digital and audio content, with 90 million audio downloads year-to-date.

6. 06:30

   Financial Strategy and Future Outlook

   The membership revenue is intended to offset declining linear revenue, with a goal of a 50/50 split between cable and other business ventures. MSNBC's financial health is strong, with the last five years being their most successful.

7. 07:45

   Defining Success for the Membership Program

   Success is defined by building a large, engaged community, leveraging high existing engagement metrics (9 hours/week viewership). While specific subscriber numbers aren't shared, the focus is on investment and learning from audience feedback.

8. 09:00

   Talent Acquisition and Newsroom Philosophy

   MSNBC prioritizes hiring unique, talented individuals, not just filling roles. The newsroom fosters disagreement and diverse perspectives, emphasizing the importance of journalism for a healthy democracy.

9. 10:30

   Covering Donald Trump in 2026

   The discussion touches on covering Donald Trump's potential 2026 run, highlighting MSNBC's approach of transparently reporting and fact-checking, rather than ignoring or delaying coverage, to provide context and understanding to the audience.

10. 12:00

    The Role of 'Chyrons' and Media Consumption

    The conversation shifts to the use of 'chyrons' (on-screen text) and how people consume news, particularly in environments like gyms. The speaker notes that while chyrons can be helpful, they are not always the primary focus for viewers.

11. 13:30

    MSNBC's Audience Demographics and Political Stance

    MSNBC's audience is described as broad, including independents and Republicans, not just liberals. The network positions itself as pro-democracy and pro-journalism, focusing on providing valuable content rather than adhering to a strict political label.

12. 15:00

    MSNBC's Place within NBCUniversal

    MSNBC is part of NBCUniversal, which includes networks like CNBC, the Golf Channel, and USA Network. The spin-off from NBCUniversal allowed MSNBC to operate with more agility and take risks, differentiating it from its parent company.

13. 16:00

    Hassan Piker and Media Appearances

    The discussion briefly touches on the appearance of Hassan Piker on Fox News, questioning why certain figures appear on networks perceived to be ideologically opposed, and the implications for media consumption and understanding.

14. 17:00

    Conclusion and Future of News

    The podcast concludes with a reflection on the evolving media landscape, the importance of diverse perspectives, and MSNBC's commitment to providing valuable, engaging news content across multiple platforms.

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