Why is MSNBC changing its name? Here’s all you need to know
MSNBC drops NBC and becomes MS NOW as part of Versant’s spinoff, unveiling a new era in cable news. Photo credit: MSNBC drops NBC and becomes MS NOW as part of Versant’s spinoff, unveiling a new era in cable news. Credit: Sau Loeb/AFP/Getty Images
MSNBC is preparing for a historic transformation as it parts ways with NBC News and undergoes a full rebrand. By the end of this year, the cable news network will adopt a new identity: MS NOW — My Source for News, Opinion, and the World.
The change is part of a sweeping overhaul tied to Comcast’s decision to spin off its cable channels into a new company, Versant. Under this restructuring, MS NOW will shed the iconic NBC peacock, marking the first time in nearly three decades that the network will operate under a name entirely distinct from NBC News.
Rebecca Kutler, president of the network, explained in a memo to staff that the rebrand reflects a sharpened mission: to be a trusted destination for breaking news, sharp opinion, and fact-based journalism. “While our name will be changing, who we are and what we do will not,” she emphasized, assuring viewers that the network’s editorial direction and values remain intact.
MSNBC has long stood at the intersection of hard news and progressive commentary, but its ties to NBC News often created confusion. As MSNBC leaned further into opinion-driven programming during the Bush, Obama, and Trump eras, its coverage style often clashed with the straighter reporting of NBC News. The separation, executives argue, clears the path for both networks to define their own distinct identities.
The decision also comes at a time of growth for the network. MS NOW is staffing up aggressively, hiring dozens of journalists from CNN, Bloomberg, Politico, and other outlets to build an independent newsroom and establish its first Washington, D.C., bureau. This investment signals the channel’s intent to compete not only with NBC News but with a wide array of digital and traditional media rivals.
Meanwhile, other Versant properties are also shedding the peacock from their branding. CNBC, while keeping its name, will unveil a redesigned logo. Sports content on USA Network and Golf Channel will unify under a new “USA Sports” brand, while GolfNow and SportsEngine will also debut fresh visual identities.
Executives acknowledge that the renaming is more than a cosmetic refresh; it’s a chance to reset the channel’s narrative. “This decision now allows us to set our own course and assert our independence,” Kutler wrote. A national marketing campaign is being prepared to roll out alongside the new branding, promising one of the network’s boldest promotional pushes in recent memory.
With an average of 1.2 million prime-time viewers and more than 120 hours of live programming each week, MS NOW enters this new era as the second-most watched cable news network in the United States. The coming months will determine whether the bold rebrand strengthens its position in a competitive media landscape.
