NBC News is expanding its streaming service by simulcasting Sky News Today with Wilfred Frost on weekday mornings at 5 a.m. EST. This marks the first time that a Sky News program will be simulcast on the streaming service and the first NBC News Now show to originate from outside the U.S., as it will be based out of Sky News’ London headquarters. Although Sky News is not a part of the NBC News Group, it is owned by Comcast, which controls the Sky media empire in the U.K. and Europe. David Rhodes, the former president of CBS News, is the executive chairman of Sky News Group.
Janelle Rodriguez, the executive VP of NBC News, explained that while the networks have previously taken some Sky News feeds during the overnight hours, this is a different type of agreement. Rodriguez noted that Wilfred Frost’s familiarity with the audience played a significant role in the decision to offer his programming. She believes that most people who watch news at 5 in the morning are looking for serious news and not soft entertainment. The partnership with Wilfred Frost offers a scope of international reach and focus, making it a no-brainer to bring his show to NBC News Now.
NBC News Now, which was launched in 2019, continues to grow month by month and quarter to quarter. Its recent coverage of the third Republican primary debate garnered the largest primetime audience ever and the highest peak audience on record. Rodriguez emphasized that premium journalism is their North Star and NBC News Now is not something aside from their central focus, but rather connected to everything they do. Their goal is to create a seamless audience experience where watching NBC News Now feels like watching NBC News.
In addition to adding Wilfred Frost’s Sky News hour, Rodriguez stated that the company plans to continue adding programming to the streaming news offering over time. The success and growth of NBC News Now demonstrate the demand for high-quality news content delivered directly to audiences through a digital platform.
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The expansion of NBC News’ streaming service represents a strategic move to provide viewers with news coverage from a global perspective. The partnership with Sky News and the addition of international programming reflects a commitment to offering diverse and comprehensive news coverage. As the media landscape continues to evolve, NBC News is adapting and expanding its offerings to meet the changing needs and preferences of audiences.
With the addition of Sky News programming, NBC News Now is positioned to become a go-to destination for viewers seeking in-depth coverage of global events and perspectives. The expansion into early morning hours demonstrates a commitment to meeting the needs of early risers who are looking for serious and comprehensive news coverage. As NBC News continues to invest in its streaming service, viewers can expect an even broader range of programming and content that reflects the network’s dedication to premium journalism and international news coverage.
