Sports on MSNBC? News Outlet Will Launch Streaming-Video Hub To Test New Shows, Hosts MSNBC is getting ready to debut a new show about sports. And one focused on books. And another that will examine celebrity and popular culture. In all, the NBCUniversal-owned cable-news network has 14 new programs ready to roll. You won’t see any of them on MSNBC. At least, not yet.