MS NOW in turmoil after new Trump ad deal: 'Our audience is going to hate this'

Staffers at MS NOW, which has had to navigate President Donald Trump's White House ban, were blindsided to learn the network plans to air one of his taxpayer-funded ads as soon as Thursday, according to media watchdog Status.

Earlier this week, MS NOW executives gathered with senior producers for the network's regular 4:30 p.m. editorial meeting. But Tuesday's gathering carried an unusual agenda item: disclosing that the network would likely run at least one of Trump's taxpayer-funded ads, which "have already aired repeatedly on Fox News," CNN, the major broadcast networks and national football games. MS NOW itself has devoted more than a dozen segments over the past week scrutinizing the ad campaign's funding and legality.

The news reportedly "startled the participants of the meeting," according to Natalie Korach of Status, which included prime time show teams and senior production staffers. "Some staffers are 'pissed' about the situation," one person familiar with the discussion told Korach before acknowledging, "Everyone is very aware that our audience is going to hate this."

Greg Kordick, MS NOW's senior vice president of programming, tried to do damage control, telling staffers the network "planned to release a statement after the ad airs."

According to the report, Network chief Rebecca Kutler "wanted the statement to point out that Trump refers to the network as failing, but was still spending money to run spots on the channel."

Kordick said it was also suggested MS NOW disclose exactly how much it was paid and donate the proceeds to charity but "Kutler did not wish to go that far and inflame the situation."

Status noted popular host Nicolle Wallace has compared the ads to "Putin-esque propaganda" and "North Korean state TV," while "Morning Joe" host Joe Scarborough has bluntly called them "bad for America."