MS NOW Expands Partnership with Crooked Media, Adds ‘Lovett or Leave It’ to Saturday Lineup
In a strategic move to redefine weekend television, MS NOW is deepening its collaboration with the progressive media powerhouse Crooked Media. The network announced that it will add the popular political comedy show Lovett or Leave It to its Saturday night schedule, marking a significant expansion of the existing partnership between the two entities.
Hosted by former Obama speechwriter and Pod Save America co-host Jon Lovett, the show is set to debut on MS NOW on September 12 at 11 p.m. ET. Following the network’s current block of Crooked Media podcast-derived programming, Lovett or Leave It will bring its signature blend of political satire, journalism, and cultural commentary to a linear television audience. The show typically features a rotating panel of guests from the worlds of business, media, and comedy, offering a lighthearted look at the week’s most pressing news.
This development follows an initial agreement inked earlier this year that introduced a dedicated programming block to MS NOW featuring segments from notable Crooked Media podcasts, including Pod Save the World, Hysteria, Offline with Jon Favreau, What A Day, and Strict Scrutiny, as well as Assembly Required with Stacey Abrams.
A Shift in Programming Strategy
By prioritizing podcast-derived fare over traditional cable reruns, MS NOW is signaling a departure from standard off-hour programming strategies. The network’s data suggests this gamble is paying off: current metrics indicate that the Crooked Media block is successfully attracting new viewers, with roughly half of the Saturday night audience being new to the network. Furthermore, nearly two-thirds of the channel’s viewers under 55 are tuning into the block, highlighting the success of the transition from digital audio to television.
This expansion reflects a broader industry trend where the lines between digital and linear media are becoming increasingly blurred. As traditional cable networks seek to stay relevant, they are betting that loyal fans of digital-first brands will follow their favorite creators to more established broadcasting platforms.
The move is part of a larger, aggressive push by MS NOW’s parent company, Versant. Beyond the growth of the MS NOW linear channel, Versant continues to prioritize digital-first growth, including the relaunch of the Fandango streaming service and the development of new products for CNBC alongside MS NOW’s subscription membership program.
As political discourse continues to migrate across platforms, the inclusion of Lovett or Leave It reinforces the commitment of MS NOW to reach younger, tech-savvy demographics through strategic media partnerships that bridge the gap between niche podcasting and mainstream television.
