MSNBC has 14 new programs ready to air, but the new shows — including one focused on sports and another on books — will air on a streaming-video service called Shift by MSNBC, reports Brian Steinberg at Variety.
“The cable-news outlet best known for progressive commentary from Rachel Maddow and Chris Hayes is launching a portal of streaming-video programming that its top executive, Phil Griffin, expects to have a great deal of influence on the cable network in months to come,” Steinberg writes.
The new topics and contributors who will be featured on the service could eventually move to MSNBC, the story adds. The service was slated to debut today, Monday, at 9 a.m. ET.
“We’ve got to keep evolving,” Griffin told the publication. “We are going to broaden the aperture, but keep the sensibility. Times change and evolve. We had great success in 2006 to 2012, 2013, with our sensibility, but I think now, with the media exploding, we’ve got to adjust a little bit too, and figure out new ways to grab audiences.”
The new programs include “The Briefing,” which is hosted Monday and Fridays by Luke Russert, and “Code Forward,” a discussion of tech-related issues that’s developed with the news site Re/Code.
The streaming service may help MSNBC win younger viewers and gain expertise in new topics, the story adds. It’s also a way to reach people who don’t subscribe to cable.
Steinberg writes: “Both Griffin and Richard Wolffe, executive editor of MSNBC.com, see a time coming in the very near future when viewers no longer differentiate between what they watch on TV and what they watch via other screens, and ‘Shift’ is an attempt to get people who do not subscribe to cable or satellite to put roots down in the broader MSNBC community.”