'MSNBC' rebrands as 'MS NOW' following split from NBC News

MSNBC is set to change its name to 'MS NOW' later this year, marking a significant shift as it formally separates from NBC News. The new name, which stands for My Source for News, Opinion, and the World, reflects the cable channel’s rebranding efforts under its new parent company, Versant, formed through Comcast’s spin-off of several cable properties.

In an internal memo, MSNBC President Rebecca Kutler said the rebrand emphasizes the network’s mission to deliver trusted news and opinion journalism, “rooted in accurate and reported facts.” Kutler added that while the name is changing, the network's values and editorial direction will remain consistent.

Originally launched in 1996 as a joint venture between Microsoft and NBC, the “MS” in MSNBC originally referred to Microsoft, although the company exited the partnership years ago. The NBC name and its iconic peacock logo remained—until now. NBCUniversal has opted to retain the peacock for its broadcast network and related properties, prompting the need for MSNBC’s rebrand.

Versant CEO Mark Lazarus stated that other affected channels, such as CNBC and Golf Channel, will also receive updated logos. CNBC will retain its name, while USA Network and Golf Channel will fall under the USA Sports brand.

The split aims to clarify long-standing brand confusion between NBC News’ traditional reporting and MSNBC’s more opinion-driven programming. MSNBC has already begun hiring its own journalists to operate independently from NBC News, signaling a more competitive stance. Notable hires include former NBC News journalists Ken Dilanian, Brandy Zadrozny, and David Noriega.

Anchor Rachel Maddow supported the name change, calling it timely. “We’re not just separating from NBC News in corporate terms—we’re competing with them now,” she said in an email statement.