Katy Tur and Jacob Soboroff at MSNBCLIVE ‘25: A Lifelong Friendship on Air

Why this matters: In an era dominated by screens, the desire for genuine human connection is growing. MSNBC's event strategy taps into this need, fostering a deeper relationship with its audience. As the network evolves into MS NOW, these connections will be crucial for sustaining viewer loyalty and expanding its reach.

MSNBCLIVE ‘25 is designed as more than just a fan event; it's a platform for dialogue and connection, reflecting MSNBC's broader strategy to expand beyond traditional cable television. The rebrand to MS NOW signifies a shift towards a global newsgathering operation with a business model less reliant on cable. This includes a premium audio subscription business and a stronger presence on platforms like YouTube and TikTok.

The network has been actively recruiting journalists from various news outlets, signaling its commitment to building a robust, independent news operation. Jacob Soboroff's return to MSNBC, along with other notable hires, is part of this expansion.

Both Soboroff and Tur emphasize the importance of honest, unfiltered conversations. Their coverage of events like the Pacific Palisades wildfires demonstrates their commitment to sharing personal reflections alongside factual reporting. At MSNBCLIVE ‘25, they aim to bring this same authenticity to their discussion on immigration and identity, offering viewers a unique perspective based on their experiences and insights.

It is MSNBC's second large-scale event designed to foster dialogue and connection with its audience.

They will lead a conversation focused on immigration and identity, drawing from their experiences covering these issues.

The rebrand signifies a shift towards a global newsgathering operation less dependent on cable television.

What aspects of immigration and identity do you find most pressing in today's world? Share your thoughts in the comments below!

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