NBC’s long-running true crime series “Dateline” is about to step out from behind the screen and into the spotlight—literally. In a bold experiment that could open up a new revenue stream, NBC News has announced a live event featuring the show’s cast onstage at The Pinnacle, a brand-new music venue in Nashville, on September 28. More than just a live taping, the event marks the 3,000th episode of the series that first debuted in 1992. For “Dateline,” it’s both a celebration and a strategic experiment.
Liz Cole, senior executive producer of “Dateline,” described the event as a test run. If it draws a strong turnout, additional dates could follow. While ticket prices remain under wraps until they go on sale August 5, expectations are high. “We realized that the anniversary was coming up, and it’s such a big number we wanted to do something special to mark the occasion,” Cole said. “This seemed like a great way to experiment with the format and go out and meet with our ‘Dateline’ community in real life.”
As traditional television audiences continue to shrink—due in part to the rise of on-demand streaming—news franchises like “Dateline” are exploring ways to connect more deeply with their most loyal viewers. The idea of leveraging the personalities behind the stories isn’t new, but the pivot to live events marks a meaningful step in how news organizations may evolve to stay financially and culturally relevant.
The challenges are significant. News anchors and correspondents aren’t pop stars or actors; they’re journalists with demanding schedules, often traveling for reporting assignments or working on nightly broadcasts. The logistics of getting an entire “Dateline” crew in one place are not trivial. “It’s quite an accomplishment getting everyone in one place at one time,” said correspondent Josh Mankiewicz. “That usually only happens here when we’re taking the team picture or we’re kicking off the new season.”
Despite those hurdles, the potential upside is evident. MSNBC, also under the NBCUniversal umbrella until its upcoming spin-off into Comcast’s new Versant division, sold out a 4,000-seat venue in Brooklyn last year with its “MSNBC Live” event. That gathering returns in October at Manhattan’s Hammerstein Ballroom, with top-tier tickets priced at over \$1,000. Similarly, Fox News has cultivated a loyal following for its annual Patriot Awards, where its hosts celebrate everyday American heroes. That event, streamed on Fox Nation, has sold out every year since 2019, including a fall event honoring President Trump where premium tickets reached \$669.
True crime as a genre already enjoys a particularly devoted following. Podcasts, TV shows, books, and conventions have created a community that thrives on access and interaction. NBC’s “Dateline” has already successfully entered the podcast space, with audio versions of their television episodes regularly climbing Apple’s top rankings. One of those podcasts will even broadcast the Nashville event, offering a hybrid experience for those unable to attend in person.
Still, it’s the potential for in-person interaction that sets this live show apart. Cole noted that “Dateline” correspondents have proven to be crowd-pullers at CrimeCon, the annual convention for true crime fans. Attendees often travel hundreds of miles just to attend the weekend-long event, and high-end VIP packages—priced up to \$1,800—sell out quickly. (Organizers emphasize a “respectful casual” dress code to discourage inappropriate cosplay.)
“I love the viewers because they always have questions and observations that I was not expecting,” Mankiewicz said. “I see that every year at CrimeCon. I also experience it regularly at America’s airports, and I’m expecting that in Nashville.”
The upcoming Nashville show could mark a new chapter not just for “Dateline,” but for how serious journalism intersects with audience engagement. While news shows are unlikely to adopt full-scale tours like musicians or comedians, select events timed around key milestones or locations with strong fan bases might become a regular feature in their strategy.
NBC is taking a calculated risk by putting “Dateline” onstage. But if the turnout mirrors the passion the show’s fans express online and in person, the experiment could turn into a lucrative and deeply engaging extension of the brand. Whether it’s a one-off or the beginning of a new trend, one thing is certain: even in the world of true crime, the future of news is starting to look a lot more live.
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