MSNBC has officially announced it will transition to a new name and logo, becoming MS NOW starting on Saturday, November 15. The new branding stands for “My Source for News, Opinion, and the World.” This change marks the culmination of MSNBC’s separation from NBC News and its parent company, Comcast.
In a recent interview with the New York Times, Rachel Maddow, a leading commentator for MS NOW, revealed that the network did not actively seek the name change. Due to the divorce between NBC News and MSNBC, Comcast executives aimed to create distinct identities for the channels to eliminate any potential confusion for viewers.
Initially resistant to the rebranding, Maddow now views it optimistically. She expressed, “It’s a chance to reintroduce ourselves to people, to reintroduce ourselves to the country, and remind our viewers what it is they like about us.” This enthusiasm echoes the network’s broader ambition to establish a clear identity as an independent news source.
This rebrand comes in tandem with NBCUniversal’s announcement in November 2024 regarding the spin-off of several cable networks, including MSNBC, into a new publicly traded company named Versant. Other networks under this new umbrella include Oxygen, E!, USA, SyFy, and CNBC.
Mark Lazarus, the CEO of Versant, highlighted the spin-off as a pivotal moment for branching out and creating unique brand identities. He mentioned the decision to retain the iconic peacock symbol exclusively within the NBCU family paved the way for the new MS NOW logo, which features a waving banner adorned with two red stripes.
Despite the changes in name and appearance, Rebecca Kutler, the president of MS NOW, assured audiences that the essence of the channel — its mission and values — remains intact. The network’s history is significant; the “MS” in its original name referenced Microsoft, as the channel was launched in July 1996 as a partnership between NBC News and the tech giant before Microsoft completely withdrew its investment.
To promote the new brand, MS NOW is launching a marketing campaign with a budget of around $20 million, aimed at reconnecting with its audience and clarifying its new position in the media landscape. The rebranding, although initially met with apprehension by some, is now being embraced as an opportunity to redefine and reaffirm the network’s identity among its viewers.