“If you can't beat 'em, join 'em” seems to be the new motto of Phil Griffin, president of the liberal and low-rated MSNBC cable channel, who is trying to attract young consumers “who get their news via digital means.”

The online initiative -- which will be known as “Shift by MSNBC” -- will contain 14 new series ranging from The Briefing, a political program hosted on Mondays and Fridays by Luke Russert, son of the late Meet the Press icon Tim Russert; to Krystal Clear, a show centered on issues younger women face that will be anchored by Krystal Ball, the co-host of the channel's daytime The Cycle show.