In a significant shift, MSNBC, the well-known cable news network, will undergo a major transformation later this year, rebranding as My Source News Opinion World (MS NOW). This change comes as part of its separation from parent company Comcast and its longtime sibling, NBC News. The network will now operate under Versant, a new company led by CEO Mark Lazarus, alongside other networks like CNBC, E! News, Syfy, Oxygen, USA Network, Golf Channel, Golf Now, Rotten Tomatoes, and Fandango.
A New Identity for a New Era
Since its launch in 1996 as a partnership between Microsoft and NBC, MSNBC has been a staple in cable news, recognized for its left-leaning commentary and reliance on NBC News for reporting resources. However, the split from Comcast’s NBCUniversal, which will retain the iconic peacock logo, has prompted the network to forge a new identity. The rebranding to MS NOW aims to eliminate confusion between MSNBC and NBC News, which will now operate as distinct entities.
MSNBC President Rebecca Kutler emphasized the importance of this change in a memo to employees, stating, “During this time of transition, NBCUniversal decided that our brand requires a new, separate identity.” She highlighted that the rebranding to MS NOW allows the network to “set our own course and assert our independence” while continuing to build its own newsroom. Despite the name change, Kutler assured staff and viewers that the network’s core mission—delivering breaking news and high-quality opinion journalism rooted in facts—remains unchanged. “While our name will be changing, who we are and what we do will not,” she affirmed.
Building a Distinct Newsroom
As part of the rebranding, MS NOW is establishing its own news division, separate from NBC News. The network has been actively hiring journalists, including a new Washington bureau led by cable news veteran Scott Matthews, to compete with other major news outlets. This move addresses long-standing internal tensions caused by MSNBC’s reliance on NBC News correspondents, especially as the cable channel’s programming leaned further left during the Bush, Obama, and Trump administrations, while NBC News maintained a more neutral stance.
The new MS NOW logo, which notably excludes the peacock imagery associated with NBC News, symbolizes this shift toward independence. Versant CEO Mark Lazarus noted that other networks under Versant, like CNBC, will also undergo logo updates, though CNBC will retain its name due to its established brand and international licensing agreements. Similarly, USA Network and Golf Channel will unite under a new brand, USA Sports, as part of this corporate restructuring.
Reactions and Future Plans
The rebranding announcement has sparked varied reactions. MSNBC Senior Vice President of Communications Richard Hudock expressed optimism on X, stating, “Change requires flexibility, adaptability, and an open mind. This change is good for us.” Rachel Maddow, the network’s biggest star, also voiced support, noting that the spinoff allows MS NOW to prioritize its own journalistic instincts and reporting needs.
However, Kutler acknowledged that the change might be unsettling for employees, many of whom have spent years or decades with the MSNBC name. “This was not a decision that was made quickly or without significant debate,” she wrote, recognizing the emotional weight of rebranding a network with nearly three decades of history.
To ensure a smooth transition, MS NOW plans to launch a major marketing campaign later this year to promote its new identity. The rebranding is set to take effect before the end of 2025, marking a new chapter for the network as it seeks to maintain its commitment to its audience while establishing itself as a standalone force in news and opinion journalism.
