MSNBC will divorce itself from the NBC branding and rename itself “MS NOW” when the channel is spun out by Comcast and relaunched under Versant’s ownership, the company announced on Monday.
The new name, which stands for My Source for News, Opinion and the World, was announced Monday in a message to viewers and employees. The change coincides with similar moves at other NBC Universal-owned cable networks that will also transition to Versant, including CNBC, Golf Channel, Golf Now and Sports Engine.
“The peacock is synonymous with NBC Universal, and it is a symbol they have decided to keep within the NBC U family,” Versant CEO Mark Lazarus wrote in a company-wide memo. “This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin.”
“This name further underscores our mission: to serve as your destination for breaking news and thoughtful analysis, and remain the home for the perspectives that you’ve relied on for nearly 30 years,” the network said in its announcement.
It added: “For our viewers who have watched us for decades, it may be hard to imagine this network by any other name. We understand. But our promise to you remains as it always has. You know who we are, and what we do.”
Executives also said MSNBC will retain its current lineup of hosts and journalists. “The same familiar and trusted hosts and journalists who make sense of what is happening in Washington, across the country, and around the world will still be here,” the statement said.
MSNBC noted that it has been expanding in recent months, recruiting for nearly 100 new roles and adding journalists who have won Pulitzer, Emmy, Murrow and Peabody awards.
“At a time when so many newsrooms are shrinking, we’re investing in more reporting, more coverage, and more ways to serve you,” the network said.
A new identity, without the peacock
MSNBC first launched in 1996 as a joint venture between NBC and Microsoft. Microsoft ended its stake in the cable channel in 2005 and later sold its remaining interest in MSNBC’s digital news business in 2012.
The “MS” portion of the name, originally a reference to Microsoft, has remained even after the software company’s exit. The new branding continues to use the letters “MS,” though NBC Universal has said the network will no longer use the NBC name or peacock logo after the Versant spinoff. Comcast expects the transaction to close by the end of the year.
Reaction to the MS NOW announcement circulated quickly online. Some critics drew comparisons to other corporate rebrands, while others noted the name’s similarity to multiple sclerosis, which became a trending topic on X (formerly Twitter) in the United States on Monday.
Former MSNBC anchor Keith Olbermann, who left the network in 2011, said in an email that the rebrand doubled down on a long-running issue. “‘MS’ was an indicator that this was a network designed for women viewers,” he wrote. “‘NOW? Like the National Organization For Women?’”
Other media observers compared the rebrand to Warner Bros Discovery’s (WBD) renaming of HBO Max to Max. Washington Post media reporter Scott Nover joked, “After MS Now will be MS Go, and then MS Max, and then just MS.”
It is not yet clear what domain name the network will use following the transition. The web address “msnow.com” currently redirects to information about snowmobiles in Korean, while “ms-now.com” redirects to Marley Spoon, a meal delivery service affiliated with Martha Stewart.
It also remains unknown what nickname former President Donald Trump may adopt for the channel. Trump has frequently referred to MSNBC as “MSDNC,” alleging the network functions as an arm of the Democratic National Committee.
