MS Now is putting familiar on-air names at the center of its new direct-to-consumer push.
The company’s streaming platform, MS Now Membership, launches today with a slate of five original series led by Rachel Maddow, Lawrence O’Donnell, Ali Velshi, Claire McCaskill and Andrew Weissmann. The rollout gives the newly branded service a lineup built around politics, legal analysis, interviews and member-focused programming.
MS Now described the new originals as “the first phase of a programming strategy that will continue to evolve with new programs and experiences introduced over time, offerings rotating in and out, and the slate refined as we learn more about what resonates with Members.”
Inside the first slate
The initial programming mix includes one monthly series and four weekly shows.
Rachel Maddow: In Conversation With… is a monthly longform interview series centered on major stories in politics, history and public life.
O’Donnell will host The Very Last Word with Lawrence O’Donnell, a weekly series designed to take members behind the scenes. According to the company’s description, O’Donnell will “share one thing he couldn’t fit into his show but still wants them to know.”
Velshi’s weekly entry, Off the Charts with Ali Velshi, will air Thursdays. The series will place Velshi at MS Now’s Big Board for a closer look at current polling and voter data, along with what those numbers may indicate for upcoming elections.
McCaskill, identified by MS Now as a former U.S. Senator and MS Now political analyst, will lead Political Potluck with Claire McCaskill. The weekly series will feature conversations with lawmakers, officials and Americans across the Midwest about issues that matter at their kitchen tables.
Rounding out the launch slate is Answers with Andrew Weissmann, in which the legal analyst will respond to member questions about major legal developments. The series will also feature special guests.
A membership service built around access
MS Now is positioning the membership platform around more than on-demand programming. The service is also emphasizing interactive features, including live Q&As with talent and a moderated Community Hub where users can connect directly with one another around the news and shared interests.
The Community Hub is also intended to connect members with MS Now anchors, reporters, contributors and experts. Live events are another focus for the platform.
The launch comes after MS NOW rebranded from MSNBC earlier this year as part of the Versant spinoff from Comcast. With the new streaming service, the company is moving to create a more direct relationship with its paying audience.
MS Now President Rebecca Cutler addressed that strategy in a memo to staff Wednesday tied to the launch.
“We now have a more direct relationship with our Members. We can listen to them, learn from how they use what we’ve built, and continue to make it better. There are already more features, programming, and experiences in development, and what we learn from our Members will help shape what comes next,” Cutler said.
MS Now Membership is priced at $7.99 per month or $79.99 per year.