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Rebecca Kutler wants to spin MS NOW into the post-cable future

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Rebecca Kutler wants to spin MS NOW into the post-cable future

One year ago, Rebecca Kutler was promoted to president of the cable news network then known as MSNBC.

Taking the helm at a major news organization is the pinnacle of a journalist’s career. But a lot changed after Kutler landed the job.

In August, MSNBC announced it was dropping its name of nearly 30 years to become MS NOW — as its now-former owner NBCUniversal wanted a clean break from the channel, which was spun off to be part of a new media company called Versant.

The spin-off, which NBCU parent Comcast initiated because its cable networks are considered slow-dying properties that weighed down its stock price, was hardly a vote of confidence in the business. Losing the moniker that had decades of brand equity among its politically progressive viewers was not going to help.

At a recent lunch near her Washington office, Kutler acknowledged the circumstances were less than ideal. But with more than 20 years in the TV news business where she began as a production assistant at CNN, she understood the audience’s connection to her channel begins with the people on-screen, and not the logo.

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“I was pretty confident the audience wouldn’t really blink because when they turn on the their television, they see Rachel Maddow, they see Jen Psaki, they see Joe Scarborough,” Kutler said. “The fact that two letters change does not change any of those audience habits.”

Still there was work to be done. Kutler no longer had the resources of NBC News at her disposal. Instead of paying $60 million annually for its newsgathering services, she chose to have MS NOW build its own newsrooms in Washington and New York. The operation was tested Tuesday as President Trump’s State of the Union address was the first major event MS NOW covered as a freestanding entity.

Kutler has some big professional challenges, but none as daunting as the one that emerged in October when she was diagnosed with breast cancer. Kutler found herself watching the newly rechristened MS NOW on a TV in a hospital room as she received chemotherapy treatments every few weeks.

“If anything it just made me appreciate and love what I do even more,” Kutler said.

As she works through her recovery, Kutler’s spirits have been buoyed by data that prove her point about MS NOW’s audience loyalty. From Nov. 15 — the date of the rebrand — through Feb. 14, MS NOW’s average daily audience has grown to 613,000, up 25% compared to the same period a year ago, according to Nielsen. Weeknight prime time is up 27% to 1.2 million viewers, still a distant second to conservative-leaning Fox News but well ahead of CNN.

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There was an audience exodus from MSNBC in the months following President Trump’s election in 2024 as viewers unhappy with the results typically tune out after a presidential campaign. But anxiety over the activities of the second-term Trump White House sent them back into the familiar tent to hear Maddow, Lawrence O’Donnell, Ari Melber and others weigh in.

Lawrence O’Donnell and Rachel Maddow at an MSNBC fan festival in New York City in October 2025.

(MSNBC)

When the name change to MS NOW was announced in October, the network’s internal research showed 31% of viewers found the idea somewhat unappealing or very unappealing, a warning light for what might be ahead. Two months later, that figure dropped to 17%, while the percentage of viewers who found it very appealing or somewhat appealing jumped from 30% to 44%.

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A $20-million promotional campaign that focused on the network’s personalities helped. “We made sure the audience knew that it was just a name change, not a strategy change,” Versant Chief Executive Mark Lazarus said.

Programming moves Kutler implemented ahead of the switch helped. Longtime evening host Joy Reid was replaced with an ensemble program “The Weeknight,” with Symone Sanders-Townsend, Michael Steele and Alicia Menendez, and the audience level rose by 30% in February compared to a year ago.

Kutler moved Psaki, the former press secretary to President Biden, to the 9 p.m. Eastern slot Tuesday through Friday, where viewership is up 41%.

At CNN, Kutler had a strong reputation as a producer and in talent development. She was being groomed for a top job at the network before jumping to MSNBC as an executive vice president in 2022. Agents have been impressed with her swift decision-making.

“They have exceeded expectations in an especially challenged environment,” said Bradley Singer, a partner at William Morris Endeavor whose clients include Sanders-Townsend and “The Weekend” co-host Eugene Daniels. “And I would argue that Rebecca is the right leader for this moment because she’s willing to move quickly to try new things. And the business doesn’t really have time to spare.”

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Jen Psaki is the host of MS NOW's "The Briefing."

Jen Psaki is the host of MS NOW’s “The Briefing.”

(MS NOW)

Psaki credits Kutler for guiding her transition into TV news. “I wasn’t hired because I spent 20 years as a local news anchor, right?” Psaki said in a recent telephone interview. “I could learn those skills, but Rebecca helped me really start the task of figuring out how to ask the questions that needed to be asked, while also sharing my unique perspective as somebody who’s worked in government and politics.”

MS NOW did have to fill a major hole when political data guru Steve Kornacki chose to stick with NBC after the spin-off. Kutler tapped Ali Velshi, the network’s versatile chief correspondent, to take over the number-crunching during election nights and other big events.

While Kutler can point to ratings increases, she is aware of the long-term doomsday scenario that faces the cable TV industry as more viewers turn to streaming. The people who still have cable like MS NOW a lot — the network has four times as many viewers today as it did 20 years ago when there were far more pay-TV subscribers. But Versant needs to become less dependent on traditional TV as subscriber numbers are sliding every year.

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Wall Street will get its first look at Versant’s financial performance when the new company delivers an earnings report next week, expecting to show $6.6 billion in revenue last year. While there have been declines in revenues because of cord-cutting, the company, which includes USA Network, SYFY, CNBC, Golf Channel, E! and Oxygen, says it still delivers double-digit profit margins.

MS NOW President Rebecca Kutler at Vesant's investor day in New York on Dec. 4.

MS NOW President Rebecca Kutler at Vesant’s investor day in New York on Dec. 4.

(MS NOW)

By early fall, MS NOW will launch a direct-to-consumer subscription product aimed at people who don’t have a pay-TV package. CNN launched such a service last year, while Fox News, the perennial ratings leader in cable, is available as part of Fox One, which also offers Fox Corporation’s broadcast network and sports channels.

Kutler said MS NOW‘s direct-to-consumer service will be part of a broader digital offering that can serve as a community for progressives. She describes subscriptions as “memberships.”

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“We’re trying to build a product that meets the needs of people who love news, care about democracy and want to come together in a shared space,” she said.

MS NOW already has a strong presence on YouTube. In January, the network had 339 million views of its content, second only to Fox News (466 million) among cable and broadcast TV news outlets.

Mika Brzezinski and Joe Scarborough on the set of MS NOW's "Morning Joe."

Mika Brzezinski and Joe Scarborough on the set of MS NOW’s “Morning Joe.”

(MS NOW)

MS NOW also stepped up its podcast business, scoring 140 million downloads last year. The long-form interview program “The Best People with Nicolle Wallace” has been a top download onApple Podcasts, and a new entry, “Clock It” with Sanders-Townsend and Daniels, launched this month.

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Kutler also is looking at outside podcast companies to supply programming. Last week, MS NOW announced a deal with Crooked Media to produce a weekly compilation of its podcasts, including “Pod Save America,” which will air Saturdays at 9 p.m. Eastern.

“If there’s content our audience is interested in, we should find a way to bring it to them,” she said.

Overall, the moves at MS NOW show a willingness to invest in growing the business, a situation that did not exist under NBCU, which has been focused on building its Peacock streaming platform. “Liberating us from that was part of the strategy of the entire spin because we now need to do all of those things in order to create a growth company,” Lazarus said.

Kutler even had the green light to enter talks with Anderson Cooper — one of the highest-paid on-air talents in TV news — about joining MS NOW before he decided to re-sign with CNN.

Kutler had her final chemo session last Friday, and doctors say her health prognosis is good. She draws inspiration from her mother, a Philadelphia-area lawyer who raised Kutler as a single parent and successfully battled the disease in her 60s.

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“My hardest day would have been my mom’s easiest day,” said Kutler, who is married with three teenaged children. “I was born watching somebody power through stuff. The idea of doing a job that’s busy and demanding and loving your kids and making them a priority is the only thing I ever knew.”

It wasn’t easy to go into Lazarus’ office to break the news about her condition after just six months on the job and a massive task ahead. But Kutler said he didn’t flinch, and the new company has been “1,000%” supportive.

“She’s a tremendous leader and an example of resilience and strength,” Lazarus said.

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Politics

Video: Trump’s War of Choice With Iran

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Video: Trump’s War of Choice With Iran

new video loaded: Trump’s War of Choice With Iran

Our national security correspondent David E. Sanger examines the war of choice that President Trump has initiated with Iran.

By David E. Sanger, Gilad Thaler, Thomas Vollkommer and Laura Salaberry

March 1, 2026

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Dems’ potential 2028 hopefuls come out against US strikes on Iran

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Dems’ potential 2028 hopefuls come out against US strikes on Iran

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Some of the top rumored Democratic potential candidates for president in 2028 are showing a united front in opposing U.S. strikes on Iran, with several high-profile figures accusing President Donald Trump of launching an unnecessary and unconstitutional war.

Former Vice President Kamala Harris said Trump was “dragging the United States into a war the American people do not want.”

“Let me be clear: I am opposed to a regime-change war in Iran, and our troops are being put in harm’s way for the sake of Trump’s war of choice,” Harris said in a statement Saturday following the joint U.S. and Israeli strikes throughout Iran.

“This is a dangerous and unnecessary gamble with American lives that also jeopardizes stability in the region and our standing in the world,” she continued. “What we are witnessing is not strength. It is recklessness dressed up as resolve.”

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Former Vice President Kamala Harris, Rep. Alexandria Ocasio-Cortez and California Gov. Gavin Newsom are leading Democratic 2028 hopefuls who spoke out against U.S. strikes on Iran. (Big Event Media/Getty Images for HumanX Conference; Reuters/Liesa Johannssen; Mario Tama/Getty Images)

California Gov. Gavin Newsom delivered some of his sharpest criticism during a book tour stop Saturday night in San Francisco, accusing Trump of manufacturing a crisis.

“It stems from weakness masquerading as strength,” Newsom said. “He lied to you. So reckless is the only way to describe this.”

“He didn’t describe to the American people what the endgame is here,” Newsom added. “There wasn’t one. He manufactured it.”

Newsom is currently promoting his memoir, “Young Man in a Hurry,” with recent and upcoming stops in South Carolina, New Hampshire and Nevada — three key early voting states in the Democratic presidential calendar.

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Earlier in the day, Newsom said Iran’s “corrupt and repressive” regime must never obtain nuclear weapons and that the “leadership of Iran must go.”

“But that does not justify the President of the United States engaging in an illegal, dangerous war that will risk the lives of our American service members and our friends without justification to the American people,” Newsom wrote on X.

California is home to more than half of the roughly 400,000 Iranian immigrants in the United States, including a large community in West Los Angeles often referred to as “Tehrangeles.”

DEMOCRATS BUCK PARTY LEADERS TO DEFEND TRUMP’S ‘DECISIVE ACTION’ ON IRAN

Rep. Alexandria Ocasio-Cortez, D-N.Y., a leading progressive voice and “Squad” member, accused Trump of dragging Americans into a conflict they did not support.

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“The American people are once again dragged into a war they did not want by a president who does not care about the long-term consequences of his actions. This war is unlawful. It is unnecessary. And it will be catastrophic,” Ocasio-Cortez said.

“Just this week, Iran and the United States were negotiating key measures that could have staved off war. The President walked away from these discussions and chose war instead,” she continued.

“In moments of war, our Constitution is unambiguous: Congress authorizes war. The President does not,” she said, pledging to vote “YES on Representatives Ro Khanna and Thomas Massie’s War Powers Resolution.”

Illinois Gov. JB Pritzker criticized the strikes and accused Trump of ignoring Congress. (Daniel Boczarski/Getty Images for Vox Media)

Illinois Gov. JB Pritzker, another Democrat often mentioned as a potential 2028 contender, also criticized the strikes and accused Trump of ignoring Congress.

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“No justification, no authorization from Congress, and no clear objective,” Pritzker wrote on X.

“Donald Trump is once again sidestepping the Constitution and once again failing to explain why he’s taking us into another war,” he continued. “Americans asked for affordable housing and health care, not another potentially endless conflict.”

“God protect our troops,” Pritzker added.

Pennsylvania Gov. Josh Shapiro focused his criticism on war powers, arguing Trump acted outside constitutional guardrails.

“In our democracy, the American people — through our elected representatives — decide when our nation goes to war,” Shapiro said, adding that Trump “acted unilaterally — without Congressional approval.”

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JONATHAN TURLEY: TRUMP STRIKES IRAN — PRECEDENT AND HISTORY ARE ON HIS SIDE

Pennsylvania Gov. Josh Shapiro focused his criticism on war powers, arguing Trump acted outside constitutional guardrails. (Rachel Wisniewski/Bloomberg via Getty Images)

“Make no mistake, the Iranian regime represses its own people… they must never be allowed to possess nuclear weapons,” he said. “But that does not justify the President of the United States engaging in an illegal, dangerous war.”

Shapiro added that “Congress must use all available power” to prevent further escalation.

Former Transportation Secretary Pete Buttigieg also accused Trump of launching a “war of choice.”

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“The President has launched our nation and our great military into a war of choice, risking American lives and resources, ignoring American law, and endangering our allies and partners,” Buttigieg wrote on X. “This nation learned the hard way that an unnecessary war, with no plan for what comes next, can lead to years of chaos and put America in still greater danger.”

Buttigieg has been hitting early voting states, stopping in New Hampshire and Nevada in recent weeks to campaign for Democrats ahead of the 2026 midterm elections.

Sen. Ruben Gallego, D-Ariz., who has been floated as a rising national figure within the party, said he lost friends in Iraq to an illegal war and opposed the strikes.

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“Young working-class kids should not pay the ultimate price for regime change and a war that hasn’t been explained or justified to the American people. We can support the democracy movement and the Iranian people without sending our troops to die,” Gallego wrote on X. 

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Fox News’ Daniel Scully and Alex Nitzberg contributed to this report.

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From hostage crisis to assassination plots: Iran’s near half-century war on Americans
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Commentary: With midterm vote starting, here’s where things stand in national redistricting fight

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Commentary: With midterm vote starting, here’s where things stand in national redistricting fight

Donald Trump has never been one to play by the rules.

Whether it’s stiffing contractors as a real estate developer, defying court orders he doesn’t like as president or leveraging the Oval Office to vastly inflate his family’s fortune, Trump’s guiding principle can be distilled to a simple, unswerving calculation: What’s in it for me?

Trump is no student of history. He’s famously allergic to books. But he knows enough to know that midterm elections like the one in November have, with few exceptions, been ugly for the party holding the presidency.

With control of the House — and Trump’s virtually unchecked authority — dangling by a gossamer thread, he reckoned correctly that Republicans were all but certain to lose power this fall unless something unusual happened.

So he effectively broke the rules.

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Normally, the redrawing of the country’s congressional districts takes place once every 10 years, following the census and accounting for population changes over the previous decade. Instead, Trump prevailed upon the Republican governor of Texas, Greg Abbott, to throw out the state’s political map and refashion congressional lines to wipe out Democrats and boost GOP chances of winning as many as five additional House seats.

The intention was to create a bit of breathing room, as Democrats need a gain of just three seats to seize control of the House.

In relatively short order, California’s Democratic governor, Gavin Newsom, responded with his own partisan gerrymander. He rallied voters to pass a tit-for-tat ballot measure, Proposition 50, which revised the state’s political map to wipe out Republicans and boost Democratic prospects of winning as many as five additional seats.

Then came the deluge.

In more than a dozen states, lawmakers looked at ways to tinker with their congressional maps to lift their candidates, stick it to the other party and gain House seats in November.

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Some of those efforts continue, including in Virginia where, as in California, voters are being asked to amend the state Constitution to let majority Democrats redraw political lines ahead of the midterm. A special election is set for April 21.

But as the first ballots of 2026 are cast on Tuesday — in Arkansas, North Carolina and Texas — the broad contours of the House map have become clearer, along with the result of all those partisan machinations. The likely upshot is a nationwide partisan shift of fewer than a handful of seats.

The independent, nonpartisan Cook Political Report, which has a sterling decades-long record of election forecasting, said the most probable outcome is a wash. “At the end of the day,” said Erin Covey, who analyzes House races for the Cook Report, “this doesn’t really benefit either party in a real way.”

Well.

That was a lot of wasted time and energy.

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Let’s take a quick spin through the map and the math, knowing that, of course, there are no election guarantees.

In Texas, for instance, new House districts were drawn assuming Latinos would back Republican candidates by the same large percentage they supported Trump in 2024. But that’s become much less certain, given the backlash against his draconian immigration enforcement policies; numerous polls show a significant falloff in Latino support for the president, which could hurt GOP candidates up and down the ballot.

But suppose Texas Republicans gain five seats as hoped for and California Democrats pick up the five seats they’ve hand-crafted. The result would be no net change.

Elsewhere, under the best case for each party, a gain of four Democratic House seats in Virginia would be offset by a gain of four Republican House seats in Florida.

That leaves a smattering of partisan gains here and there. A combined pickup of four or so Republican seats in Ohio, North Carolina and Missouri could be mostly offset by Democratic gains of a seat apiece in New York, Maryland and Utah.

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(The latter is not a result of legislative high jinks, but rather a judge throwing out the gerrymandered map passed by Utah Republicans, who ignored a voter-approved ballot measure intended to prevent such heavy-handed partisanship. A newly created district, contained entirely within Democratic-leaning Salt Lake County, seems certain to go Democrats’ way in November.)

In short, it’s easy to characterize the political exertions of Trump, Abbott, Newsom and others as so much sound and fury producing, at bottom, little to nothing.

But that’s not necessarily so.

The campaign surrounding Proposition 50 delivered a huge political boost to Newsom, shoring up his standing with Democrats, significantly raising his profile across the country and, not least for his 2028 presidential hopes, helping the governor build a significant nationwide fundraising base.

In crimson-colored Indiana, Republicans refused to buckle under tremendous pressure from Trump, Vice President JD Vance and other party leaders, rejecting an effort to redraw the state’s congressional map and give the GOP a hold on all nine House seats. That showed even Trump’s Svengali-like hold on his party has its limits.

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But the biggest impact is also the most corrosive.

By redrawing political lines to predetermine the outcome of House races, politicians rendered many of their voters irrelevant and obsolete. Millions of Democrats in Texas, Republicans in California and partisans in other states have been effectively disenfranchised, their voices rendered mute. Their ballots spindled and nullified.

In short, the politicians — starting with Trump — extended a big middle finger to a large portion of the American electorate.

Is it any wonder, then, so many voters hold politicians and our political system in contempt?

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