'We want to keep reintroducing ourselves to new audiences who are seeking out that kind of 24 hour news accessibility,' NBC News EVP Janelle Rodriguez says.
“We have the dual task of both raising awareness for people who are heavy news consumers, and they have been getting their news on linear television for decades, letting them know we’re there,” Rodriguez adds. “But certainly for younger audiences, which dominates our audience on News Now. They know it exists, and they’re just not watching appointment television on the networks in the same way that previous generations did.
“NBC News now is meant to be a 24/7 expression of NBC News, right? So when you turn it on, you should see at any given moment the very best of our reporting, and all of the correspondents that we have both around the country and around the world,” Rodriguez says. “Unlike the direction of cable, we don’t go heavy on guests and talking heads.
“Young people are consuming the news in huge numbers, but you have to be where they’re watching organically, and you cannot expect them to just come to where you want them to be just because you say so,” she says.It is, to hear Rodriguez tell it, part of an organic shift in how consumers get their video news.
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