Jacob Soboroff Launches 'Connect' to Bring Creator-Style Energy to MSNBC

MSNBC correspondent Jacob Soboroff is set to anchor a new weekend program titled "Connect," airing Saturdays and Sundays from 10 a.m. to 1 p.m. The three-hour show marks a significant career milestone for the 43-year-old journalist, who has spent years building a reputation through high-stakes, on-the-ground reporting, including coverage of the U.S. southern border crisis and California wildfires.

Soboroff’s approach to the new program is heavily influenced by his long-standing interest in creator-driven media. By integrating the fast-paced, direct engagement style typical of social media content creators, Soboroff aims to modernize the traditional cable news format. The show is designed to foster a more immediate and personal connection with viewers, moving away from the rigid, formal delivery often associated with weekend news blocks.

This shift reflects a broader industry trend where legacy networks are increasingly looking to bridge the gap between traditional broadcast journalism and the more intimate, interactive nature of digital platforms. By leveraging Soboroff’s background in field reporting alongside a creator-centric production philosophy, MSNBC is positioning "Connect" as a test case for how cable news can remain relevant to audiences accustomed to the rapid-fire, authentic style of modern online media.