“We’re using the same studios, control rooms, and are treating it like one big production,” says EVP of Programming Janelle Rodriguez

Super Tuesday at 30 Rock in New York City was a bustling affair. The halls were buzzing with activity as producers, anchors and crew all across NBC readied their wall-to-wall coverage of a predictable yet important event. When all was said and done, a rematch of Donald Trump and Joe Biden was largely assured for the forthcoming presidential election. And if NBC News NOW’s approach to Super Tuesday — as the streaming home of NBC News — was any indication, they’re more than ready for the monumental election ahead.

NBC News NOW — which is a free streaming service distributed across more than 20 platforms — serves as a seamless extension of NBC’s linear programming, and that linear-to-streaming symbiosis is believed to be the key to NBC News’ future.

“The tradition of providing high-quality, free content is in the DNA of NBC and so it’s the future and the past, merged together,” executive vice president of programming Janelle Rodriguez told TheWrap.