MS NOW Revamps Weekend Programming with Podcasts and Non-Traditional Formats
The convergence between creator media and mainstream TV news is becoming more apparent as MS NOW makes significant changes to its weekend programming schedule. The network will shift towards featuring taped video podcasts instead of live, hosted hours after 6 p.m. on weekends. This move includes expanding the use of popular podcasts from Crooked Media and podcasts hosted by MS NOW regulars Nicolle Wallace and Chris Hayes. The network plans to enhance its content partnerships in the future to align with this strategy.
As part of the new programming changes, MS NOW will discontinue the series "The Weekend: Primetime" after June 27. Antonia Hylton will take over anchoring duties on Saturdays and Sundays from 1 p.m. to 4 p.m., while veteran anchor Alex Witt, who has been with the network since 1999, will depart later in the year. The other hosts of the primetime weekend program are expected to remain with MS NOW. The network will still have staff available for breaking news coverage during weekend evenings and has a simulcast deal with Sky News for international coverage.
Podcasts have become a popular programming strategy for news and entertainment outlets, attracting audiences, especially younger demographics, who find podcast hosts more authentic and informative than traditional TV personalities. MS NOW has seen positive viewer engagement with the "Crooked on MS NOW" show, which features curated clips from various podcasts. The network aims to appeal to new viewers and retain existing ones by leveraging podcasts and non-traditional formats.
MS NOW is not the only media company exploring partnerships with independent journalists and creators. Other networks like Fox News, CBS News, and NBC News are also collaborating with podcast hosts and launching new podcast-led initiatives. MS NOW's upcoming direct-to-consumer streaming service is expected to further engage viewers and build a sense of community. The network plans to hire new personnel for this service and may introduce additional non-traditional formats in the future.
The weekend programming changes at MS NOW will lead to some staffing reductions, affecting less than 2% of the organization. Employees impacted by these changes are encouraged to explore open positions within the company. Joy Fowlin, the executive producer of "The Weekend: Primetime," will transition to oversee Hylton's new weekend hours. Alex Witt's departure marks the end of an era for MS NOW, as she was one of the network's longstanding anchors with a strong connection to its early history. MS NOW expresses gratitude for Witt's contributions and plans to celebrate her legacy in the months ahead.
In conclusion, MS NOW's shift towards taped video podcasts and non-traditional programming formats reflects the evolving landscape of media consumption. By embracing podcasts and creator-led content, the network aims to attract new audiences and adapt to changing viewer preferences. The upcoming launch of a direct-to-consumer streaming service and continued focus on community-building demonstrate MS NOW's commitment to innovation and audience engagement in the digital age.