MSNBC rebranding
After 30 years, MSNBC plans to rebrand to MS NOW (My Source News Opinion World). As part of a corporate spinoff from Comcast, MSNBC is moving to a new media company called Versant which also includes CNBC, Golf Channel, GolfNow, and SportsEngine. Versant will not be allowed to use the NBC brand and its Peacock logo, which are both staying with Comcast. After the move is complete, CNBC will keep its name and have a new logo without the peacock. MSNBC has gone on a hiring spree the past few months, beefing up its staff adding dozens of new journalists and will embark on a major marketing campaign to promote the rebrand.
The Circana Take:
- The exclusion of the NBC name and logo will be a challenge as MSNBC brand recognition will have to be rebuilt. The campaign is off to a rocky start as many are mocking the new brand, however, the quality of the reporting and programming will mean more to long term success.
New ESPN app adds betting feature
The new ESPN app launched last week, and includes a betting feature that brings users from the app to the ESPN Bet app. The ESPN Bet app will have links to make new bets and tracks all existing bets viewed alongside live events being watched. Money deposits will only be made in ESPN Bet’s app. There is currently a promo offer for new users who place a $10 cash bet, in which they will receive $100 in bonus bets once the event is over.
The Circana Take:
- PENN Entertainment and ESPN have an uphill battle to win market share from industry incumbents FanDuel and DraftKings. The more integrated they can make betting features, the better chance they have. If not, it’s already been made clear that this partnership could dissolve by executing the opt out after year 3.
ESPN and Fox bundle
ESPN and Fox will bundle their upcoming DTC services starting October 2. Both ESPN and Fox One streaming services debut on August 21. The bundle upcoming will cost $40/month, a $10 saving compared to being purchased separately. Bundle subscribers will have access to a plethora of sports content including NFL, NBA, WNBA, MLB, NHL, college football and basketball, NASCAR, and the upcoming FIFA World Cup. Subscribers also have access to ESPN networks and Fox’s sports networks FS1 and FS2 as well as Fox News, the Fox broadcast network, and its local stations.
The Circana Take:
- This is the closest we’ve gotten to the mystical sports streaming bundle and the price is as lofty as analyst expected. It’s likely these services will also see annual price increases as streaming now mirrors traditional cable TV bundled packaging. That is with two major differences, non-sports fans can get the programming they want without paying for sports. And sports fan can de-decouple from cable TV.