She successfully rebranded MSNBC. Up next? Streaming

Rebecca Kutler ascended to the presidency of MSNBC, as it was then known, a year ago.

While leading a major news network represents a career peak for any journalist, significant transformations followed Kutler’s appointment.

Last August, after nearly three decades, MSNBC rebranded as MS NOW. This change came as its former parent company, NBCUniversal, sought to sever ties with the channel, spinning it off into Versant, a new media entity.

Comcast, NBCU’s parent company, orchestrated the spin-off, viewing its cable networks as declining assets that negatively impacted its stock. This move hardly signaled faith in the network’s future. Furthermore, shedding a name with decades of recognition among its progressive audience seemed unlikely to benefit the brand.

During a recent lunch close to her Washington office, Kutler conceded the situation was far from perfect. However, with over two decades in television news, having started as a production assistant at CNN, she firmly believed that viewer loyalty stemmed from the on-screen talent, not merely the network’s emblem.

“I felt quite assured that the audience wouldn’t bat an eye,” stated Kutler, 46. “When they tune in, they see Rachel Maddow, Jen Psaki, Joe Scarborough. A mere two-letter alteration doesn’t disrupt those established viewing patterns.”

Nevertheless, significant tasks lay ahead. Kutler no longer commanded NBC News’s resources. Rather than continuing to pay $60 million yearly for newsgathering, she decided MS NOW would establish its own newsrooms in Washington and New York. This independent operation faced its first major test on Tuesday, covering President Trump’s State of the Union address.

While Kutler navigated substantial professional hurdles, none were as formidable as her breast cancer diagnosis in October. She often watched the freshly renamed MS NOW from her hospital room TV during her bi-weekly chemotherapy sessions.

“If anything,” Kutler reflected, “it only deepened my appreciation and affection for my work.”

Amid her recovery, Kutler finds encouragement in data supporting her belief in MS NOW’s viewer allegiance. Nielsen figures indicate that from the rebrand date of November 15th to February 14th, MS NOW’s average daily viewership climbed to 613,000, marking a 25% increase year-over-year. Weeknight prime time saw a 27% surge to 1.2 million viewers, positioning it as a strong second to Fox News and significantly outperforming CNN.

Following President Trump’s 2024 election, MSNBC experienced a viewer drop-off, common as disappointed audiences often disengage post-campaign. However, mounting concerns about the actions of the second-term Trump White House drew them back, seeking insights from familiar voices like Maddow, Lawrence O’Donnell, and Ari Melber.

Upon the October announcement of the MS NOW rebrand, internal network research revealed that 31% of viewers considered the change somewhat or very unappealing, a potential red flag. Two months later, this sentiment decreased to 17%, while those finding it very or somewhat appealing rose from 30% to 44%.

A $20-million promotional effort, emphasizing the network’s key personalities, played a crucial role. “We ensured the audience understood it was a name change, not a shift in strategy,” explained Versant Chief Executive Mark Lazarus.

Programming adjustments made by Kutler prior to the rebrand also contributed positively. The long-running evening show hosted by Joy Reid was replaced by “The Weeknight,” an ensemble program featuring Symone Sanders-Townsend, Michael Steele, and Alicia Menendez, which saw a 30% audience increase in February year-over-year.

Kutler strategically placed Psaki, President Biden’s former press secretary, in the 9 p.m. Eastern slot from Tuesday to Friday, resulting in a 41% boost in viewership.

At CNN, Kutler earned a solid reputation for her work as a producer and in developing talent. She was being prepared for a senior position there before moving to MSNBC as an executive vice president in 2022. Her decisive leadership has impressed talent agents.

“They have surpassed expectations within a particularly challenging landscape,” commented Bradley Singer, a William Morris Endeavor partner representing clients like Sanders-Townsend and “The Weekend” co-host Eugene Daniels. “I would contend that Rebecca is the ideal leader for this period, given her readiness to innovate rapidly. The industry simply lacks time for hesitation.”

Psaki attributes her successful transition into television news to Kutler’s guidance. “I wasn’t brought in for two decades of local news anchoring experience, was I?” Psaki remarked in a recent phone conversation. “I could acquire those skills, but Rebecca truly helped me grasp how to pose pertinent questions while leveraging my distinct background in government and politics.”

MS NOW faced a significant void when political data expert Steve Kornacki opted to remain with NBC post-spin-off. To fill this, Kutler appointed Ali Velshi, the network’s adaptable chief correspondent, to handle data analysis during election coverage and other major broadcasts.

Despite the demonstrable rise in ratings, Kutler acknowledges the looming existential threat to cable TV as audiences increasingly migrate to streaming platforms. Current cable subscribers show strong affinity for MS NOW — the network now boasts triple the viewership it had two decades ago, a period with far more pay-TV subscribers. Nonetheless, Versant must reduce its reliance on conventional television as subscriber figures continue their annual decline.

Next week, Wall Street will receive its inaugural glimpse into Versant’s financial health when the new company releases its earnings report, anticipated to reveal $6.6 billion in revenue for the past year. Despite revenue dips stemming from cord-cutting, Versant, encompassing channels like USA Network, SYFY, CNBC, Golf Channel, E!, and Oxygen, asserts it maintains double-digit profit margins.

MS NOW plans to introduce a direct-to-consumer subscription offering by early fall, targeting individuals without traditional pay-TV subscriptions. This follows CNN’s launch of a similar service last year, while cable ratings leader Fox News is accessible through Fox One, which bundles Fox Corporation’s broadcast network and sports channels.

Kutler explained that MS NOW’s direct-to-consumer platform will integrate into a larger digital ecosystem designed to foster a community for progressive viewers. She prefers to refer to these subscriptions as “memberships.”

“Our goal is to develop a product that caters to individuals passionate about news, committed to democracy, and eager to connect in a collective environment,” she articulated.

MS NOW already commands a robust presence on YouTube. In January, its content garnered 339 million views, placing it second only to Fox News (466 million) among all cable and broadcast television news providers.

Additionally, MS NOW amplified its podcast division, achieving 140 million downloads last year. Its in-depth interview series, “The Best People with Nicolle Wallace,” became a leading download on Apple Podcasts, and a new show, “Clock It” with Sanders-Townsend and Daniels, debuted this month.

Kutler is also exploring partnerships with external podcast companies for content. Last week, MS NOW unveiled an agreement with Crooked Media to create a weekly digest of its podcasts, notably “Pod Save America,” scheduled to broadcast Saturdays at 9 p.m. Eastern.

“If our audience shows interest in certain content, we are committed to finding ways to deliver it to them,” she stated.

In summation, MS NOW’s recent initiatives demonstrate a readiness to invest in business expansion, a contrast to its time under NBCU, which prioritized developing its Peacock streaming service. “Freeing ourselves from that dynamic was central to the spin-off strategy, as these actions are now essential for us to become a growth-oriented company,” Lazarus remarked.

Kutler even received approval to negotiate with Anderson Cooper, a top-earning on-air personality in TV news, regarding a potential move to MS NOW, before he ultimately chose to renew his contract with CNN.

Kutler completed her final chemotherapy session last Friday, and medical professionals report a favorable health prognosis. She finds motivation in her mother, a Philadelphia lawyer who, as a single parent, raised Kutler and overcame the same illness in her sixties.

“My most challenging day would have been my mother’s easiest,” commented Kutler, who is married and has three teenage children. “I grew up witnessing someone persevere through adversity. The concept of managing a busy, demanding career while prioritizing and loving your children is all I’ve ever known.”

Informing Lazarus of her diagnosis, just six months into her demanding role with a monumental undertaking ahead, was not simple. However, Kutler noted that he showed no hesitation, and the nascent company has demonstrated “1,000%” support.

“She embodies exceptional leadership and serves as a testament to resilience and strength,” Lazarus affirmed.