Why Rachel McCord Sees Television As The Next Growth Strategy to Build Authority For Experts

“Write the Book, Get Booked” Has Changed

There was a time when building authority followed a familiar formula: write a book, get booked, speak on stages, and gradually become known within an industry. That formula still has value, but the media environment has changed. Publishing is more accessible, social platforms are crowded, and audiences now encounter experts through an increasingly fragmented mix of television, streaming, podcasts, and short form content.

Media Has Changed, Television is Now in Focus

Rachel McCord sees that change as an opportunity. Rather than treating television as something reserved for established celebrities, she believes experts can use it as a platform for building a more consistent media presence around what they already know.

That idea sits behind The McCord List Media Network, a media network founded by Rachel McCord and Rick Schirmer. The company's current website describes it as a network where experts and creators develop original television properties, with shows filmed at its Manhattan Beach studio and distributed through connected television and other media channels. Its current network page lists more than 35 original shows and states that the network reaches more than 117 million connected TV households on platforms like Roku, Apple TV, Amazon Fire, and Samsung TV.

Why Television Is Becoming A Different Kind Of Business Asset

Television has traditionally been associated with networks, agents, production companies, and established entertainment personalities. The expansion of streaming and connected television has created additional routes into the medium, changing how a television presence can be developed and distributed.

For business leaders, that creates another possibility. A television program can become more than a single appearance. It can provide a recurring format for interviews, education, commentary, and conversations that can also generate material for other channels.

Television Increases Expert Authority and Marketing

The McCord List currently describes its shows as original media properties built around experts, founders, authors, coaches, faith leaders, and other voices. Its flagship program, The McCord List Today, is hosted by Rachel McCord and is described as a daily talk show featuring influential voices and industry leaders shaping culture, media, and business.

The concept is straightforward: instead of creating every piece of content independently, an expert can build around a central media property and allow individual conversations to become the source material for additional content.

From One Interview To An Entire Content Ecosystem

A television interview traditionally has a limited lifespan. It airs, viewers watch, and the conversation moves on. Modern production, however, can work differently.

One professionally produced conversation can become a long-form episode, short video clips, social media content, podcast material, and other digital assets. Instead of being the final product, the original conversation becomes the foundation for a broader content ecosystem.

This approach is particularly relevant for experts with valuable knowledge to share who face constant pressure to create fresh content across multiple platforms.

Television Repurposed on Social Media

The McCord List’s current network offering combines television production with podcast distribution, social media content, media training, and creator networking. Its website states that a single filming day can provide material for a broader digital presence, including broadcast-quality clips and social content designed for multiple platforms.

For McCord, this reflects a shift in how personal brands can approach media. The question is no longer simply how to get featured. It can also be how to create a media property that gives an expert a consistent platform to develop, share, and distribute ideas across channels.

Building a Media Company Around Expertise

Owning a show changes the relationship between expertise and media. An author has a book, a speaker has presentations, and a podcaster has episodes. A television host can bring these communication formats together within a recurring media property.

The McCord List has built its network around this concept. Its website invites experts to develop original shows through a model that includes production, distribution, media training, social amplification, and audience development.

McCord’s own show, The McCord List Today, provides a practical example. Hosted by McCord, the program features purpose-driven figures shaping culture, media, and business. Filmed at MBS Media Campus in Manhattan Beach, the program is presented as nationally distributed and available through connected TV platforms.

Rather than separating television from business development, McCord’s model brings the two closer together.

Why Owning the Platform Changes the Conversation

Social media remains important for experts, but platforms can change algorithms, formats, and distribution systems. A dedicated show creates a recurring format, an archive of conversations, and a central media property around which other content can be organized. Social channels can then extend the reach of that content rather than serving as the expert’s only home.

How The McCord List TV Helps Experts, Authors, and Entrepreneurs Embrace New Media

The McCord List’s current model reflects a changing media landscape. Its network describes distribution across Roku, Amazon Fire, Samsung TV, and Apple TV, alongside podcast platforms and social channels. The network states that, through Roku and Samsung TV alone, The McCord List TV can reach approximately 50% of the total streaming market share.

For Rachel McCord, the broader objective is not simply to put more people on television. It is to help experts, authors, and entrepreneurs transform their knowledge into a structured media presence while creating opportunities to connect with audiences and make an impact.

The McCord List Today Show

At the center of the network is The McCord List Today, hosted by Rachel McCord. The program provides an example of the type of media property she believes can be built around expertise. The show features conversations with purpose-driven figures, creators, brands, and industry disruptors, with distribution through The McCord List TV and connected television platforms.

Recently picked up by Tubi, the ad-supported streaming service owned by Fox Corporation, The McCord List Today is presented as a nationally syndicated daily talk show airing at 1 p.m. EST/11 a.m. PST and reaching more than 100 million households. The show is also available through USA Today, Entrepreneur, and connected TV platforms.

The McCord List currently lists more than 35 original shows spanning founders, family, fitness, faith, personal growth, and business.

“In honor of the Oprah method, we create the best possible shows and syndicate them as wild as we can,” McCord recently shared.

How Building a Business Around Media Impacts The McCord List Community

The McCord List’s network approach creates another dimension to the media model. Hosts can become part of an ecosystem of creators, guests, and programs rather than building their media presence entirely alone. For entrepreneurs and experts developing a personal brand, this makes television less about securing a single appearance and more about establishing a consistent media property that can grow over time.

McCord, co-founder of ViralBrand with Rick Schirmer, has extensive experience in celebrity, creator, and influencer marketing, including campaigns connected to entertainment properties such as Harry Potter, The Chronicles of Narnia, The Chosen, House of David, Toy Story, and Smurfs. She believes consistency in content is an important differentiator for brands and media personalities looking to build lasting visibility.

“You have to be willing to build a business within your media brand and stay consistent. This creates the sales loop, which far exceeds the efficiency of a traditional sales funnel. With the sales loop, opportunity becomes revenue, revenue delivers products that happen in the landscape of media, and that content becomes a driving force to create additional opportunities for additional revenue. And so it continues,” Rachel McCord shared during a recent Immersive Media Accelerator she hosted at the studios.

From Television Appearance To Television Brand

McCord’s approach ultimately represents a shift in how experts can think about television. Rather than waiting for a traditional network to determine whether their story belongs on television, experts can explore new opportunities created by connected television, streaming platforms, and digital production.

The McCord List’s network reflects this approach, with shows produced at MBS Media Campus in Manhattan Beach, California, and distributed across connected TV platforms including Roku, Amazon Fire, Samsung TV, and Apple TV, alongside podcast and digital channels.

This infrastructure allows television to become part of a larger content strategy rather than an isolated publicity opportunity. A book can establish an idea, a keynote can communicate it to an audience, and a podcast can explore it through conversation. A television show can provide a recurring home where those ideas continue to develop.

The New Authority Is Built Through Media Ownership

Television does not require every expert to become a celebrity. Instead, it can provide another way to communicate knowledge, build visibility, and create an ongoing body of work.

For McCord, television can become more than a place to appear. It can become a platform where experts develop their ideas, connect with audiences, and build a media presence—one conversation at a time.

Explore The McCord List

For more information about The McCord List, visit the website, connect on Instagram, follow Rachel McCord, or email hello@themccordlist.com to learn more about the network and its media opportunities.

Why Rachel McCord Sees Television As The Next Growth Strategy For Experts

Rachel McCord explores how television can turn expertise into an enduring media property, content engine, and source of visibility.

There was a time when building authority followed a familiar formula: write a book, get booked, speak on stages, and gradually become known within an industry. That formula still has value, but the media environment has changed. Publishing is more accessible, social platforms are crowded, and audiences now encounter experts through an increasingly fragmented mix of television, streaming, podcasts, and short-form content.

Rachel McCord sees that change as an opportunity. Rather than treating television as something reserved for established celebrities, she is building a model around the idea that experts can use television as the foundation of a larger media brand.

That idea sits behind The McCord List Media Network, founded by Rachel McCord and Rick Schirmer. The network develops original television properties around experts and creators, with shows filmed at its Manhattan Beach studio and distributed through connected television and other media channels. The network currently includes more than 20 original shows and distributes programming across platforms with reach into 117M+ Connected TV households.

Why Television Is Becoming A Different Kind Of Business Asset

Television has traditionally been associated with networks, agents, production companies, and established entertainment personalities. The expansion of streaming and connected television has created additional routes into the medium, changing how a television presence can be developed and distributed.

For business leaders, that creates another possibility. A television program can become more than a single appearance. It can provide a recurring format for interviews, education, commentary, and conversations that generate material for other channels.

The McCord List develops original media properties around experts, founders, authors, coaches, faith leaders, and other voices. Its flagship program, The McCord List Today, hosted by Rachel McCord, is a nationally syndicated talk show featuring influential voices and industry leaders shaping culture, media, and business.

The concept is straightforward: instead of creating every piece of content independently, an expert can build around a central media property and allow individual conversations to become source material for a much larger body of work.

From One Interview To An Entire Content Ecosystem

A television interview traditionally has a limited lifespan. It airs, viewers watch it, and the conversation moves on.

A modern production can work differently.

One professionally produced conversation can become a long-form episode, short video clips, social content, podcast material, and additional digital assets. The original conversation becomes the foundation rather than the final product.

That is particularly relevant for experts who have knowledge to share but face the constant demand to produce new material across multiple platforms.

The McCord List's current network offering combines television production with connected TV and podcast distribution, social media content, media training, monetization infrastructure, and creator networking. One filming day can therefore become the source of content for a broader digital and media presence.

For McCord, this represents a change in how personal brands can approach media. The question is no longer only how to get featured. It is also how to create a media property that gives an expert a consistent place to develop and distribute ideas.

Building A Media Company Around Expertise

The idea of creating a show changes the relationship between expertise and media.

An author has a book. A speaker has presentations. A podcaster has episodes. A television host can bring many of those communication formats together within a recurring property.

The McCord List has built its network around this concept, combining show development, professional production, distribution, media training, social amplification, and opportunities for monetization.

McCord's own show, The McCord List Today, provides a practical example. Hosted by McCord, the program focuses on purpose-driven figures shaping culture, media, and business. The show is filmed at MBS Media Campus in Manhattan Beach and reaches 100M+ U.S. households through national broadcast distribution and USA Today, in addition to availability through The McCord List TV across connected TV platforms.

Rather than separating television from business development, McCord's model places the two closer together.

Why Creating The Platform Changes The Conversation

Social media remains an important way for experts to communicate, but individual platforms can change their algorithms, formats, and distribution systems over time.

A dedicated show offers a different structure.

The creator establishes a recurring format, develops an archive of conversations, and creates a central property around which other content can be organized. Social media can then function as a distribution channel for material originating from the show rather than being the only place where an expert's content lives.

The McCord List's network reflects that approach, with distribution across Roku, Amazon Fire TV, Samsung TV, and Apple TV, alongside podcast and digital channels.

For McCord, the broader objective is not simply to put more people on television. It is to help experts turn their knowledge into a structured media presence.

The McCord List Today

At the center of the network is The McCord List Today, hosted by McCord.

The program provides a practical example of the type of media property she believes can be built around expertise. The show features conversations with purpose-driven figures, creators, brands, and industry disruptors and is distributed nationally as well as through The McCord List TV and connected television platforms.

The program is also part of a broader network rather than operating as an isolated production. The McCord List currently includes more than 20 original shows, with programming spanning founders, family, fitness, faith, personal growth, business, and other areas of expertise.

That network approach creates another dimension to the model. Hosts can become part of an ecosystem of other creators, guests, and programs rather than building their media presence entirely alone.

For someone developing a personal brand, that makes television less about securing a single appearance and more about establishing a consistent media property.

From Television Appearance To Television Brand

McCord's approach ultimately comes down to a change in mindset.

An expert does not necessarily have to wait for a traditional network to decide whether their story belongs on television. The growth of connected television, streaming platforms, and modern production infrastructure has created additional pathways into the medium.

The McCord List is built around that premise. Shows are produced at MBS Media Campus in Manhattan Beach, California, and distributed across connected TV platforms including Roku, Amazon Fire TV, Samsung TV, and Apple TV, alongside podcast and digital channels.

That infrastructure allows television to become part of a larger content strategy rather than an isolated publicity opportunity.

It also changes what an expert can build around a body of knowledge. A book can establish an idea. A keynote can communicate it to a room. A podcast can develop it through conversation. A television show can create a recurring home for those ideas.

The New Authority Is Built By Creating Media, Not Just Appearing In It

The idea that television can support business growth does not require every expert to become a celebrity. Instead, it reflects a broader shift in how expertise can be communicated.

People can encounter an expert through an interview, a short clip, a podcast episode, a search result, or a connected TV program. A central media property gives those different touchpoints somewhere to lead.

That is the opportunity McCord is pursuing through The McCord List Media Network.

Its model combines show development, professional production, distribution, media training, social content support, and monetization infrastructure to give experts a structured way to develop media properties around what they already know.

For McCord, the opportunity is not simply getting on television. It is building something that continues working after the interview ends — a media property capable of carrying an expert's ideas across television, streaming, podcasts, social media, and whatever platform comes next.

Explore The McCord List

For more information about The McCord List Media Network, its original shows, guest opportunities, and opportunities to develop a television property, visit The McCord List, connect on Instagram, follow Rachel McCord, or email hello@themccordlist.com.