MSNBC to Rebrand as ‘MS NOW’ Amid Major Comcast Spinoff

MSNBC is getting a major makeover. As part of a wider spinoff by Comcast from NBCUniversal, the left-leaning cable news channel will soon be known as “My Source News Opinion World” — or simply MS NOW — according to a report from The Wall Street Journal.

The rebranding comes after Comcast announced in late 2024 that it would separate several of its popular cable channels from NBCUniversal, forming a new independent company. The move is aimed at streamlining operations and reducing brand confusion across its media portfolio.

What’s Changing

Joining MSNBC in the spinoff are cable networks CNBC, USA, Oxygen, E!, SYFY, and Golf Channel. While CNBC will keep its name, the network is reportedly working on a refreshed logo. All these channels will now operate under a new publicly traded company called Versant, led by longtime Comcast executive Mark Lazarus.

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MSNBC’s new name, MS NOW, reflects its continued focus on news and opinion content, while signaling a break from its NBC heritage. The network will still cater to a progressive audience, but Lazarus told the Journal that the rebrand is about emphasizing flexibility and forward thinking.

“This change is good for us,” said MSNBC’s Senior VP of Communications Richard Hudock in a post on X. “Change requires flexibility, adaptability, and an open mind.”

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What Stays the Same

While the name may be changing, MS NOW plans to keep the same editorial spirit. The network says it will continue to hold political leaders from both parties accountable and maintain its reputation for hard-hitting commentary.

NBCUniversal News Group will now consist of just NBC News, NBC News Now (its streaming platform), Telemundo, and the network’s local stations. NBC, Bravo, and Peacock will remain under NBCUniversal and are not part of the spinoff.

Hosts React to the Rebrand

The rebranding has already sparked reactions from top anchors.

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Joe Scarborough, host of MSNBC’s Morning Joe, sounded optimistic during Monday’s broadcast. “I’m excited about this,” he said. “It’s like, what’s in a name? Well, whatever you put into the name. It’s an opportunity to be entrepreneurial and push boundaries.”

Andrew Ross Sorkin, who co-hosts CNBC’s Squawk Box and regularly appears on MSNBC, also voiced support. “I like this because I think it actually does have the sort of independence and actually gets away in some ways from even the idea of legacy media.”

Rachel Maddow, one of MSNBC’s most prominent voices, echoed the same sentiment in a statement to Variety. “If there was ever a time for us to change our name, this is it — because we’re not just separating from NBC News in corporate terms, we’re competing with them now. So I think the distinction is going to be good for us.”

She added that legacy programming like The Today Show or Meet the Press operates in a very different world than the 24/7 “totally independent news operation” that MS NOW aims to be.

A New Era for Comcast Media

The newly formed company, Versant, will bring together a mix of hard news, entertainment, and digital platforms including Fandango, Rotten Tomatoes, GolfNow, and Sports Engine. Comcast described the entity as a “well-capitalized independent company” that will focus on leading content across multiple categories.

Whether audiences embrace the MS NOW brand remains to be seen, but one thing is clear — the era of MSNBC under the NBC umbrella is officially coming to an end.