NBC News Now ad-supported streaming service launches

NBC News Now plans to eventually go 24/7 with its programming schedule. (NBC News)

After missing its planned early May launch, NBC News Now has officially arrived with eight hours of continuous programming Monday through Friday.

The service runs programming from 3 p.m. to 11 p.m. Eastern Time, and has plans to eventually shift to 24/7 programming. The service is free to watch, and features advertising along with a sponsorship from Citi. Content is currently available on NBCNews.com/now, in the NBC News mobile app, and on NBC News apps on Apple TV, Roku and Amazon Fire TV. NBC News Now is also available on Pluto TV.

NBC News Now features original content including breaking news reporting, in-depth features and interviews.

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“There’s nothing more important to the future of NBC News than bringing our content to new audiences, and NBC News Now is an important piece of that strategy,” said Noah Oppenheim, president of NBC News, in a statement.

RELATED: NBC names its streaming news service NBC News Now

NBC News Now helps sharpen the company’s strategy of trying to reach viewers outside of the traditional television ecosystem.

“There is a growing segment of people who have never had a cable subscription, but who are just as hungry for smart news as the prior generations of news watchers who have consumed NBC News for decades,” said Nick Ascheim, senior vice president of digital at NBC News Group, last year.

With the launch of NBC News Now, which was formerly called NBC News Signal, NBC is following most of its broadcast competitors into the streaming news space.

CBSN, CBS’s free ad-supported streaming news network, launched back in 2014. More recent launches include ABC News Live and Fox Nation, Fox News’ subscription streaming service.

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