MSNBC rebrands to MS NOW as part of Versant spinoff
Summary: The cable news channel MSNBC will drop the NBC name and adopt the brand MS NOW, signaling a move toward a separate, independent newsroom identity under Versant, a Comcast spin-off. NBCUniversal will retain the NBC peacock and related assets, while CNBC stays with its established name.
In a move aimed at clarifying its public image, MSNBC is set to adopt a new name this year: MS NOW, short for My Source for News, Opinion, and the World. The change comes as Comcast spins off most of its cable channels into a new company called Versant, a shift designed to give the cable news channel a distinctly separate identity from NBC News.
Versant CEO Mark Lazarus confirmed that NBCUniversal will keep the NBC brand’s iconic peacock symbol for its own properties, including the broadcast network, while MS NOW will carry a redesigned look free of the NBC peacock. CNBC will retain its established moniker, reflecting its long history as the Consumer News and Business Channel and its licensing footprint outside the United States.
The new MS NOW logo shown in early visuals notably omits the NBC peacock imagery that has long been associated with NBC News, signaling a deliberate split between the two brands. The branding realignment is intended to resolve decades of confusion between MSNBC and NBC News and to reflect a broader separation as Versant reorganizes Comcast’s cable assets.
Inside the corporate talk, Comcast’s transition is seen as an opportunity to redefine how the two brands operate. MSNBC has long relied on NBC News correspondents and infrastructure, but its lineup—particularly during the Bush and Obama eras—difted politically from NBC News’s more centrist positioning. The tension between the brands has fed discussions about a naming change for years, a theme that resurfaced in recent political coverage, including comments from MSNBC personalities during the Trump era.
The spinoff announcement comes during a hiring push at MSNBC as it builds a new newsroom intended to compete more directly with NBC News and other outlets in an increasingly crowded news landscape. When the spinoff was first announced last winter, executives had hinted MSNBC might keep its name; the current plan, however, is to pursue a distinct, standalone identity under Versant.
In internal communications, MSNBC president Rebecca Kutler framed the impending change as a branding evolution rather than a departure from its core mission. She stressed that the name shift is designed to give the network its own course and independence, while vowing that the commitment to high-quality reporting and timely, accurate information remains unchanged.
Key takeaways
– MSNBC will become MS NOW, with the acronym standing for My Source for News, Opinion, and the World.
– Versant, the new corporate entity created from Comcast’s cable channel spinoff, will manage MS NOW as a separate brand from NBC News.
– NBCUniversal will retain the NBC peacock symbol for its own branding, and CNBC will keep its existing name due to its licensing and branding history.
– The move aims to curb brand confusion between MSNBC and NBC News and to empower a more autonomous editorial operation at MS NOW.
– MSNBC has been expanding its newsroom capabilities in anticipation of a more independent operation under Versant.
Context and outlook
– The branding shift reflects broader industry trends toward clearly demarcated editorial identities, especially in a media environment with multiple competing outlets and a demand for transparent brand promises.
– For viewers, the change could mean a clearer distinction between the distinct editorial voices and coverage styles of MS NOW and NBC News, alongside a renewed emphasis on fact-based reporting and timely breaking news.
– The leadership expresses confidence that the transition will not alter the network’s commitment to its audience or the quality of its journalism, even as it forges a more independent path.
A positive, forward-looking note
This rebranding offers MSNBC’s successor a chance to cultivate a sharper, more agile identity that can adapt quickly to the evolving news cycle while maintaining rigorous reporting standards. By distancing MS NOW from NBC News branding, the company aims to provide a clearer value proposition to viewers who seek fast, reliable news alongside informed commentary, without implying any erosion of journalistic integrity or editorial independence.
If you’re following the branding evolution in cable news, expect a gradual rollout of MS NOW on-air graphics, digital channels, and social media handles as the transition unfolds later in the year. The broader strategic shift signals a commitment to modernizing the newsroom’s identity while retaining a steadfast focus on delivering accurate, reported news to audiences everywhere.