MS NOW, formerly MSNBC, is aiming to turn its casual viewers into a dedicated fandom, launching a new subscription program called Membership. The network's president, Rebecca Kutler, believes in the power of its talent, with anchors like Chris Hayes and Rachel Maddow, to engage viewers deeply. The plan is ambitious, with a focus on direct interaction and exclusive content. But will this approach save MS NOW from the decline of linear TV?

During an interview, Kutler revealed the challenges of joining MS NOW and how she identified the opportunity to build a stronger connection with the audience. She highlighted the unique engagement with Rachel Maddow, noting that her social media presence can drive traffic and engagement to other platforms, like WIRED.

The new Membership program promises to offer more than just access to television programming. It includes exclusive community features, original content, and 24/7 livestreams. The pitch is clear: viewers can expect more than what they get from cable TV, but the question remains whether this strategy will be enough to secure MS NOW's future.

The launch comes at a time when news consumption is rapidly evolving. While MS NOW may have a strong digital presence, the competition from Fox News and other new media players is fierce. Will MS NOW's approach to building a loyal subscriber base be enough to beat the odds?