Creators have become indispensable political pundits. For NBC, that means more “Kornacki Cam.”

The most recent U.S. presidential race made one thing abundantly clear: A growing number of consumers are turning to creators to get their political updates. That effect has only been magnified since; in some cases, politicians are becoming creators themselves to ride the wave generated by the 2024 “influencer election.”

Amid that landscape, what is an outlet like NBC News to do? The Peacock’s political outlet could partner with creators to reach younger consumers, but its leaders have a better idea: They’re turning one of their employees into a star creator. Get ready for dress shirts with rolled-up sleeves, enthusiastic statistical breakdowns, and overstuffed video boards, because more Kornacki Cam is coming.

Steve Kornacki, a 46-year-old correspondent with a decade of experience on MSNBC, is a familiar face among political junkies. If you’ve ever watched NBC’s election night coverage, he’s hard to miss. With his dorky outfits, his fast-paced presentation style, and his data-driven zoom-ins on counties, congressional districts, and states, Kornacki has found a way to enliven the long wait for certified results. Those appearances have helped him achieve cult favorite status.

Kornacki Cam is the official branding NBC uses for the titular analyst’s tricked-out video board. If you plan to spend a lot of time on social media leading up to this November’s midterm elections, prepare to see a lot more Kornacki Cam than before. According to The Hollywood Reporter, NBC’s plans for its exuberant star include YouTube, TikTok, and Instagram streams that will complement his TV segments.

“It’s liberating,” Kornacki said. “I think typically on an election night, there’s a certain bar that I would have to reach with the election returns to get the producer’s attention, to get me on the air with the result. Doing it this way, on this livestream, there is no bar. Every result makes air. Every county result makes air. Every little twist and turn makes air.”

This isn’t the first time NBC has played up Kornacki’s celebrity status. Outside of the political sphere, he has appeared on the network’s other broadcasts, showing up on Sunday Night Football and at the Olympics.

NBC is eager to integrate creators into all of those programs, and it has determined that one of its most powerful assets for the next “influencer election” is already on its payroll. We can’t promise that Kornacki’s effusive breakdowns will make you feel more optimistic about the election results, but he might put a smile on your face. For NBC, that’s good enough.