In a strategic move to revitalize its brand and operations, MSNBC is poised to undergo a significant transformation, rebranding itself as MS NOW—short for My Source News Opinion World. This change comes as part of a $7 billion spin-off from Comcast’s NBCUniversal, marking a new chapter for the news network.
Last November, Comcast sanctioned the separation of several NBCUniversal channels, including MSNBC, CNBC, E!, and SyFy, into a new entity named Versant, which will operate as a publicly traded company. This decision was made after MSNBC experienced a sharp decline in viewership, with primetime ratings plummeting by 53 percent post-2024 election, trailing behind competitors like Fox News.
Versant, under the leadership of CEO Mark Lazarus, aims to create a distinct brand identity for its channels. The rebranding of MSNBC to MS NOW was announced to staff on a Monday, signifying the network's official departure from its long-standing peacock logo and association with NBCUniversal.
"The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family," Lazarus said, according to The Post Millennial. "This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin," he added.
NBC, Bravo, and the Peacock streaming service will continue to reside under the Comcast and NBCUniversal umbrella, while other channels, such as the Golf Channel, will undergo their own branding updates. CNBC, however, will retain its current name.
MSNBC has not been without its internal challenges in recent years. The network has frequently altered its programming lineup, leading to the cancellation of shows hosted by prominent anchors such as Joy Reid, Alex Wagner, and Katie Phang. These changes have drawn criticism from both staff and observers. Additionally, the network's editorial practices have come under scrutiny, particularly when staff were reportedly instructed to moderate their criticism of former President Donald Trump, raising questions about journalistic independence and political coverage.
Rebecca Kutler, MSNBC president, described the rebranding as a refocusing of the network's mission. "This new branding underscores our mission: to serve as a destination for breaking news and best-in-class opinion journalism, all rooted in accurate and reported facts," she stated in a memo.
The separation from NBC allows MSNBC to "set our own course and assert our independence as we continue to build our own modern newsgathering operation," Kutler added. MSNBC anchor Rachel Maddow echoed this sentiment, emphasizing the competitive nature of the rebranding. "We're competing with [NBC] now," Maddow told reporters. "What NBC [is doing] in its legacy timeslots...is just a world away from the 24/7 totally independent news operation that we're able to stand up now, thanks to the spin-off."
The rebranding to MS NOW positions MSNBC to operate as a standalone, opinion-driven network, aiming to retain its audience amid ongoing challenges with ratings, staff turnover, and corporate restructuring. However, the new logo and name have attracted some criticism on social media, with figures like Robby Starbuck and CJ Pearson mocking the design and branding choice.
The White House has also issued a response to the MSNBC rebrand, which has been circulated on social media platforms like Twitter. As MS NOW prepares for its relaunch, the network's future remains a topic of discussion and analysis among industry observers and the public alike.
