MS NOW Wants to Turn Its Viewers Into a Fandom

Uncanny Valley | WIRED · Sep 9, 2026 · 29m

When Rebecca Kutler accepted the job as president of cable news channel MS Now, formerly known as MSNBC, she knew what she was getting into. The top 3 cable news channel, MS was about to go into a massive re-brand having been spun off from NBC. Despite those betting against her, the rebrand has had continuous double-digit audience growth. No small feat these days for TV news. Katie talks to Rebecca about her plans to leverage its massive audience to create a fan community. First up: letting you chat with Rachel Maddow.

Join WIRED’s best and brightest on Uncanny Valley as they dissect the…