MS NOW Boss Rebecca Kutler On Taking Trump Live, Hasan Piker, and More
Summary
Rebecca, MS Now’s executive, discusses the network’s launch of a direct-to-consumer membership program designed to engage younger audiences and diversify revenue beyond declining linear cable. She highlights MS Now’s digital strength on YouTube and TikTok, its strategy for hiring top talent, and its approach to covering controversial political events. The conversation also touches on the benefits of spinning out from NBCUniversal, allowing for greater autonomy and a focus on pro-democracy journalism while maintaining a broad, engaged viewer base.
Topics discussed
Sponsor: Nespresso Virtual Up Coffee Machine
State of linear TV: Audience decline vs. MS Now growth
Digital dominance: YouTube, TikTok, and audio reach
Launch of the MS Now direct-to-consumer membership
Revenue strategy: Offsetting linear decline with D2C
Defining success: Engagement metrics and investment pace
Targeting 'future fans': Reaching younger, non-cable audiences
Acquisitions and licensing: Strategy for new content
Hiring journalists: The pitch for pro-democracy newsroom
Newsroom gaps: Fact-checking and video reporting
Events business: Live tours and community gatherings
Covering Trump: Editorial decisions on primetime speeches
Internal disagreement and host differentiation
The evolution of chyrons and on-screen graphics
Political identity: Pro-democracy vs. progressive labels
Versant spin-off: Autonomy and investment runway
Guest selection: Why Hassan Piker is not on MS Now
Closing remarks
Listen ad-free on Castria