MSNBC debuts ‘Shift’ featuring original programming, live events, short-form documentaries launches on Monday, December 15 – #shifthappens New video experience includes TVEverywhere integrated with the MSNBC community
(PR NewsChannel) / December 15, 2014 / NEW YORK 

MSNBCDecember 15, 2014 – Today MSNBC announced a new digital destination, shift by MSNBC. Combining live news events with original show franchises on culture, sports, economics, and more; shift marks MSNBC’s inaugural venture into web-only programming.

Featuring a sleek and user-friendly design, shift allows the audience to seamlessly move between live events, new shows, original short documentaries, and videos from their favorite MSNBC shows. Shift also promises to be a fully interactive experience for the user. With prominent live commenting attached to the video player, viewers will now have a “single screen” view that allows them to watch live news events while simultaneously engaging with other members of the MSNBC community.

Living on, Shift will extend msnbc’s content offerings with new topics and talent. Fifteen digital shows will go in-depth on a wide range of subjects– from politics to sports, and from tech stories to pop culture. Online audiences can also follow shift on Twitter @shiftmsnbc, and join the conversation using #shifthappens.

Running Mondays through Fridays, each one-hour program will showcase explanatory journalism with intelligent, yet informal discussions, and allow viewers to interact via the live commenting section and instant voting. The week will kick-off with The Briefing in which Luke Russert will look ahead to the week in politics, and end with his week in review. Other highlights throughout the week include: Road Map, a look at the backstories behind international headlines with new MSNBC Contributor Ayman Mohyeldin; Krystal Clear in which Krystal Ball discusses pressing women’s issues in the news; So Popular!, a look at the week in popular culture with Janet Mock; Left Field, which explores the controversies and the business of sports; Three Cents, a fast-paced look at the economy with MSNBC Contributor Josh Barro; and Code Forward, in partnership with Re/Code.

Shift showcases a seamless playback experience leveraging cutting-edge HTML5 technology, a custom-developed Live Commenting component powered by cloud-based infrastructure, a next generation live-to-VOD workflow, and a newly developed state-of-the-art video platform providing mid-roll and other advanced digital video production and advertising capabilities.

“We are excited to take this bold step into digital programming with shift,” said MSNBC President Phil Griffin. “It’s a great introduction to msnbc for a whole new audience. Between the state-of-the-art technology and 15 new hours of shows, shift opens the aperture of msnbc across the digital map.”

Shift by MSNBC is another leap forward in NBCUniversal News Group’s commitment to creating highly engaging, original digital video and providing premium opportunities for brand advertisers to reach those viewers,” said Scott Schiller, Executive Vice President, Digital Advertising Sales, NBCUniversal. “We are excited to extend MSNBC’s expert reporting experience for our viewers wherever they consume it.”

“This is the next phase in our integration of digital experiences with video,” added Richard Wolffe, Vice President and Executive Editor of “We’re extending the reach of msnbc by experimenting with new types of video in front of a new, younger audience, wherever they are. Now our users will have the opportunity to get smart and get social without interrupting the viewing experience.”

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SOURCE:  NBCUniversal

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