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

Los Angeles Times

by Stephen Battaglio

February 25, 2026

AI-Generated Deep Dive Summary

Rebecca Kutler, former CNN executive and current president of MS NOW, faces a pivotal challenge as she navigates the transition from MSNBC to MS NOW, a rebranding aimed at adapting to the evolving media landscape. The shift, initiated by NBCUniversal’s parent company Comcast, was part of a broader strategy to spin off cable networks into a new entity called Versant Media. Kutler, with over two decades of experience in television news, has embraced this transformation, focusing on maintaining audience loyalty despite losing access to NBC News’ resources. Instead, she opted to build MS NOW’s own newsrooms and rely on its star-studded lineup—featuring personalities like Rachel Maddow, Jen Psaki, and Joe Scarborough—to keep viewers engaged. The rebranding was met with initial skepticism, as 31% of viewers initially found the new name unappealing. However, a $20 million promotional campaign highlighting the network’s popular hosts helped shift perceptions, with only 17% finding it unappealing by late December. The audience’s strong connection to MS NOW’s on-air talent has proven resilient, as evidenced by a 25% increase in average daily viewership since the rebranding. Prime-time weeknight viewership rose 27%, surpassing CNN and trailing only Fox News. Kutler’s leadership during this transition has been further tested by her personal battle with breast cancer, which she has managed while continuing to oversee MS NOW’s operations. Despite these challenges, she remains optimistic about the network’s future, citing viewer data that underscores its growing appeal. With a focus on programming changes—such as replacing Joy Reid’s evening show with an ensemble program and moving Psaki to a prime-time slot—MS NOW is positioning itself for long-term success in the post-cable era. Kutler’s ability to navigate these challenges not only solidifies her reputation as a visionary leader but also highlights the importance of adapting to the changing dynamics of news consumption. This story matters to readers interested in news because it illustrates the broader shift within media companies to rebrand and reinvent themselves for streaming-first audiences. Kutler’s approach—focusing on talent, viewer loyalty, and strategic programming—offers a blueprint for other networks navigating this transition. Her journey also underscores the resilience required to lead during periods of significant change, both in business

Verticals

newscalifornia

Originally published on Los Angeles Times on 2/25/2026