Brian Williams is raising the bar with his upcoming election night coverage on Amazon Prime Video. He confidently described it as “the first new product introduction in the election night space since color television” shortly after arriving in Los Angeles, where Amazon is setting up a dedicated studio for the broadcast.
As the inaugural streaming service to officially contest live news coverage during a presidential election, Amazon is betting on Williams, a seasoned broadcaster who has previously covered significant elections for NBC News. Despite Williams’ well-known background, he’s asking viewers to trust a platform that lacks a established news division, unlike traditional networks such as NBC, CNN, and Fox News, which will also report on the election results coming up on November 5. Williams mentioned that he and executive producer Jonathan Wald have quickly assembled a temporary news team over the last 60 days to prepare for what they hope will be an engaging program.
The team has partnered with The Associated Press for video content and with Reuters for results data, bringing in notable political figures and commentators for the night. This roster includes Williams’ regular guests from his time on MSNBC’s “The 11th Hour,” such as political analysts James Carville, Mike Murphy, and writer-comedian Baratunde Thurston. Additionally, former Fox News anchor Shepard Smith will be at Democratic candidate Kamala Harris’ headquarters, while Tara Palmeri from Puck will cover Republican Donald Trump’s venue.
The broadcast will mirror the traditional format of election night coverage—showcasing acceptance speeches and expert commentary. Even though Amazon won’t have its own decision desk, they plan to discuss real-time updates from other networks regarding state election calls. “We aim to present all viewpoints and cover the event straight with minimal drama,” Williams explained. He added that while the general election night formula will remain, they plan to introduce some fresh approaches that viewers may not have experienced before.
The broadcast will emanate from a former MGM soundstage that houses state-of-the-art technology. “While Brian Williams brings a traditional perspective, everything else—from where we’ll air to how we present the information—is innovative,” noted Wald, the executive producer. They promise a show that feels more streamlined in comparison to typical election night broadcasts, which can often become overcrowded with commentary from various sources.
Before this election initiative, Amazon’s founder Jeff Bezos had been active in the political landscape as well, with his ownership of The Washington Post influencing its decision not to endorse either candidate, Harris or Trump, causing significant discussion within the newspaper.
After a hiatus from the spotlight following his resignation from NBC in 2015 due to controversies over some of his reporting, Williams made a return to television with “The 11th Hour” until late 2021. He relished a quieter life, spending time with family and engaging in volunteer firefighting at the Jersey Shore, until this project reignited his competitive spirit. “This is the first thing that really got my excitement bubbling,” Williams remarked. He acknowledged the shift towards streaming as the future of broadcasting, saying, “It feels like a chance to hop on a moving train.”
The election night coverage will kick off at 5 p.m. Eastern time on November 5 and will be accessible for free to anyone logging onto Amazon’s website, eliminating the need for subscriptions or log-ins.
Williams is prepared for the uncertainty that the election results may not be finalized by the end of the broadcast, which will last around ten hours. “There are a lot of great energy drinks out there now,” he humorously noted. Reflecting on what this opportunity means for his path and Amazon’s future in broadcasting after the event, he admitted, “It’s a significant endeavor, and they’re making a bold move. All I know is that my role is for just one night, and what comes afterwards is anyone’s guess.”
