Elon Musk’s X pushes into originals with Range Media partnership

Elon Musk (Source: Getty)

Elon Musk’s social media platform X (fka Twitter) is pushing further into original entertainment content after striking a multi-show deal with Range Media Partners.

The first show to emerge from the partnership will be hosted by sports presenter Jim Rome, known for his US nationally syndicated titular The Jim Rome Show.

His digital X show will run throughout the year on the platform beginning after the Super Bowl. It will be the first of at least 10 shows to be produced under the pact, across a range of genres and formats and is the first known multi-slate deal struck by X.

The platform has, however, also recently signed an agreement with former CNN presenter Don Lemon to host a show and already hosts titles such as ex-Fox News commentator Tucker Carlson’s Tucker.

“We’re building out more than just a content offering at X. We’re building a 360 degree media destination that encompasses the best in sports, news, and a variety of other audio and video categories.

“It’s essential to our strategy that we only partner with the best in class that live across those disciplines; Range Media Partners represents those players,” said Brett Weitz, X’s head of content, talent & brand sales.

Weitz formerly oversaw TNT, TBS and TruTV until his exit from Warner Bros. Discovery in 2022, with former NBCUniversal ad boss Linda Yaccarino also leaving more ‘traditional’ media to take the X reins as CEO in June last year.