Imagine a news network boldly stepping into uncharted territory, not just to report the news, but to predict it—literally. MS NOW is making a daring move into the weather business, and it’s raising eyebrows across the industry. In an exclusive deal, the soon-to-be-rebranded network (formerly MSNBC) has partnered with AccuWeather, signaling a major shift in its content strategy. But here’s where it gets controversial: Is this a genius move to fill a critical gap in their coverage, or a risky distraction from their core focus on politics and policy? Let’s dive in.
Set to launch on November 15, MS NOW isn’t just changing its name—it’s redefining its mission. Alongside its political and policy reporting, the network is doubling down on weather and climate coverage, a decision that’s both timely and ambitious. The multi-year deal with AccuWeather will bring forecasts, data, and expert meteorologists directly to MS NOW viewers. But this isn’t just about MS NOW; the partnership extends to Versant, meaning CNBC will also leverage AccuWeather’s resources. And this is the part most people miss: the deal includes daily branded segments on Morning Joe and Squawk Box, seamlessly integrating weather updates into the network’s flagship shows.
To further solidify its commitment, MS NOW has hired David Parkinson as senior weather and elections data analyst and Moses Small as climate reporter. These hires come at a pivotal moment, as the network rebuilds its newsgathering operation from the ground up following its split from NBC News last month. With Versant’s separation from NBCUniversal on the horizon, MS NOW is strategically filling coverage gaps through partnerships, including a notable collaboration with Sky News for international reporting. AccuWeather is the latest piece of this puzzle, but it’s also a bold statement about the network’s priorities.
The network’s Times Square studios are equipped with a cutting-edge virtual reality studio, complete with a small LED backdrop reminiscent of a “Volume” setup. This technology will likely play a starring role in weather reporting, offering viewers immersive and visually stunning forecasts. But here’s the question: In an era of climate crises and extreme weather events, is this enough to set MS NOW apart, or is it just catching up to what audiences already expect?
Scott Matthews, MS NOW’s senior VP of newsgathering, framed the partnership as a natural extension of the network’s mission. “Our goal is to deliver the most trusted news our viewers care about,” he said. “With AccuWeather, we’re ensuring top-quality data and reporting at a time when weather events are more unpredictable than ever.” AccuWeather CEO Steven R. Smith echoed this sentiment, emphasizing the company’s mission to save lives and protect property through accurate forecasts. But here’s the counterpoint: With so many weather apps and services already available, what unique value does this partnership truly bring to viewers?
Is MS NOW’s weather venture a game-changer or a gamble? As the network prepares for its relaunch, this move certainly sparks debate. What do you think? Is weather coverage a necessary addition to a news network’s portfolio, or should MS NOW stick to what it knows best? Let us know in the comments—this is one conversation you won’t want to miss.
