MSNBC is preparing for a historic rebranding as it separates from NBC News and changes its name to MS NOW, short for “My Source for News, Opinion, and the World.” The move comes amid Comcast’s decision to spin off its cable channels into a new company called Versant. The change marks both a symbolic and practical shift, aiming to eliminate long-standing brand confusion between MSNBC and NBC News.
A New Identity
According to MSNBC president Rebecca Kutler, the rebrand highlights the channel’s mission to be a destination for breaking news and opinion journalism rooted in facts. The new MS NOW logo will debut later this year, notably without NBC’s iconic peacock symbol. This aligns with NBCUniversal’s decision to retain the peacock exclusively for its own properties.
Historical Background
MSNBC launched in 1996 as a joint venture between Microsoft and NBC, with the “MS” reflecting Microsoft’s involvement. Even after Microsoft sold its stake, the name remained. Over time, however, the network’s editorial voice diverged from NBC News, especially as MSNBC’s primetime shows leaned more progressive during the Bush and Obama administrations. This divergence intensified during the Trump years, fueling calls for a clearer distinction between the two brands.
Impact of the Comcast Spinoff
The rebranding coincides with Comcast’s broader restructuring, which will move most cable channels, including MSNBC, under Versant. CEO Mark Lazarus explained that this shift requires logo redesigns across multiple channels, such as Golf Channel and CNBC. CNBC will retain its established name, due in part to its global licensing deals and independent history as the Consumer News and Business Channel.
Building Independence
The separation from NBC News gives MS NOW an opportunity to operate with greater autonomy. The channel has been actively expanding its newsroom, hiring dozens of journalists to establish its own reporting infrastructure. Executives describe this as a chance to chart a new course and strengthen its identity as a modern news operation while continuing the editorial style that has defined the brand for nearly 30 years.
The transition from MSNBC to MS NOW represents more than just a name change. It reflects a strategic effort to resolve brand confusion, distinguish editorial voices, and solidify independence in an evolving media landscape. While the logo and name will change, the channel emphasizes that its mission to deliver fact-based news and opinion remains unchanged.
