NBC News really means business this time.
The NBCUniversal-backed journalism outlet is launching a new concept that will feature deep conversations with executives whose companies exert a strong influence on Americans’ everyday lives. Reports filed under “Business in America” will examine how fast-paced innovation by companies such as Nike, General Motors, Zillow and Barnes & Noble can affect consumers, and will appear in different ways across “Today,” “NBC Nightly News,” “NBC News Now” and other outlets, including the company’s’ subscription offering. Each story will be tailored for the venue in which it appears.
The executive who oversees all NBCU news operations believes audiences are eager to hear directly from corporate leaders. “We are at such a unique moment in time. The pace of change right now that we are seeing in the marketplace affects technology retail, healthcare,” says Cesar Conde, chairman of NBCUniversal News Group, during a recent interview. “There is a real appetite among our audience and consumers to understand what’s happening and what it means.”
NBC News debuts the initiative after being split earlier this year from the business-news operations of CNBC. That network was spun off, along with cable properties like MS NOW, E!, USA and Syfy, into a new, separate entity called Versant. In recent weeks, however, NBC News has signaled that it is developing its own way of covering the business sector.
Christine Romans, a veteran personal finance and markets reporter, was recently named chief business correspondent and will lead a new two-hour program on the live-streaming NBC News Now. NBC News in March struck a unique content deal with former Wall Street Journal technology journalist Joanna Stern that has her contribute reporting on A.I. and other tech sectors while also building her own independent venture.
NBC News found through research that Americans crave information that helps them understand the world around them, rather than partisan takes that divide audiences. “We spent a lot of time over the last year listening to our audiences and what is on their minds,” says Conde. “The first thing that popped up for us was how many similarities Americans have.” The company used that insight to launch “Finding Common Ground,” a series of interviews between lawmakers and leaders of differing viewpoints.
“Business in America,” says Conde, was created using those same insights.
The first segment in the series aired Monday on “Today,” and featured Craig Melvin interviewing Nike CEO Elliott Hill. The exchange will also appear on NBC News Now, with content to be posted on social media and an exclusive part made available on the NBC News subscription app,
On Friday, May 15, Romans will interview Zillow CEO Jeremy Wacksman, and the segment will air on “NBC Nightly News,” with follow-up appearances on “Nightly News,” NBC News Now, social and digital properties and the subscription app. On Tuesday, May 19, Jenna ush Hager, known for her love of books, will interview Barnes & Noble CEO James Daunt, which will appear initially on “Today,” with follow-ups on other NBC News outlets.
Other NBC News anchors and correspondents will also contribute to the series.