MSNBC Rebrands to ‘MS NOW’ Amid Split from NBC News: What Viewers Need to Know
MSNBC is getting a new name — and a new direction. Later this year, the popular cable news channel will officially become “MS NOW,” signaling a major shift in its identity and ownership.
The move comes as parent company Comcast spins off MSNBC and other cable properties into a new entity called Versant. This corporate reorganization marks the end of MSNBC’s formal ties to NBC News, a relationship that dates back nearly three decades.
Why Is MSNBC Changing Its Name to MS NOW?
The new name, MS NOW, stands for My Source for News, Opinion, and the World. According to MSNBC President Rebecca Kutler, the rebrand better reflects the channel’s mission: to deliver fact-based journalism with strong opinion voices.
In an internal memo, Kutler explained that the change represents growth and clarity.
> “While our name is changing, our values and editorial direction are not. We remain rooted in accurate and reported facts,” she wrote.
The decision also helps address long-standing confusion between NBC News, which focuses on traditional reporting, and MSNBC’s opinion-driven format.
The End of the Peacock Era
MSNBC launched in 1996 as a joint project between Microsoft and NBC. The “MS” originally stood for Microsoft, though the tech giant exited the partnership years ago. Despite that, MSNBC kept the “NBC” branding and the iconic peacock logo—until now.
With the rebrand to MS NOW, the NBC name and logo will disappear from the network entirely. NBCUniversal has chosen to keep the peacock logo for its broadcast and streaming properties.
This change reflects Comcast’s larger strategy. Versant, the new parent company for MSNBC, will also include CNBC, Golf Channel, and USA Network, all of which are undergoing logo and branding updates.
Versant’s Role in the Rebrand
Versant CEO Mark Lazarus confirmed that while CNBC will keep its name, other networks will adapt to new branding. Notably, Golf Channel and USA Network will fall under the USA Sports banner.
This restructuring aims to create clear identities for each brand and reduce overlap. For MSNBC — or MS NOW — this means a chance to establish itself more independently and build its own newsroom identity.
Rachel Maddow Supports the Change
One of MSNBC’s most well-known figures, Rachel Maddow, has publicly supported the rebrand. In a statement to staff, she said:
> “We’re not just separating from NBC News in corporate terms — we’re competing with them now.”
Her support signals that the network’s top talent sees the move as an opportunity, not a setback.
Building a New, Independent Newsroom
To strengthen its position, MS NOW has started hiring its own team of journalists. Some of the recent hires include former NBC News reporters:
Ken Dilanian
Brandy Zadrozny
David Noriega
By creating a dedicated newsroom, MS NOW aims to distinguish its editorial process from that of NBC News, giving it more flexibility in how it covers stories and presents commentary.
What Does This Mean for Viewers?
For everyday viewers, the changes may seem cosmetic at first — a new logo, new name, and perhaps a few new faces. But over time, MS NOW is expected to evolve into a more competitive, sharper voice in cable news, with its own editorial tone and content strategy.
The network will still focus on major political stories, social issues, and global news, but with greater freedom to define its identity outside of the NBC umbrella.
Final Thoughts
The move to MS NOW represents more than a name change. It’s a turning point for the network, one that reflects shifts in the media landscape and growing demand for distinct, opinion-forward journalism.
As Comcast restructures and Versant steps into the spotlight, MS NOW will try to prove it can thrive on its own — and perhaps even outshine its former partner, NBC News.