MSNBC is preparing to relaunch under the new name MS NOW—short for My Source News Opinion World—as part of a $7 billion spin-off from Comcast’s NBCUniversal, signaling a major shift in the network’s branding and operations.
Last November, Comcast approved the spinoff of NBCUniversal channels—including MSNBC, CNBC, E! and SyFy—after the network’s ratings dropped sharply following the 2024 election, as previously reported by Resist the Mainstream.
The spun-off channels will operate under a new publicly traded company called Versant, led by CEO Mark Lazarus.
MSNBC staffers were informed of the rebranding on Monday, and the change will retire the network’s iconic peacock logo, officially separating it from NBCUniversal.
Lazarus said the move allows the network to create a “distinct brand identity” and operate independently as a news organization.
“The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family,” he said, per The Post Millennial.
“This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin,” he said.
NBC, Bravo and the Peacock streaming service will remain under Comcast and NBCUniversal, while other channels like the Golf Channel and CNBC are also receiving branding updates—though CNBC will retain its name.
MSNBC has faced internal challenges in recent years.
After the 2024 election, the network’s primetime ratings dropped 53 percent, averaging just over 1 million viewers, lagging far behind Fox News, according to The Daily Caller.
Additionally, the network frequently shuffled its programming lineup, canceling shows hosted by prominent anchors like Joy Reid, Alex Wagner and Katie Phang, which drew criticism from staff and observers.
The network’s editorial practices have also stirred controversy.
MSNBC also reportedly instructed staff to tone down their attacks on President Donald Trump, a directive that sparked discussions about journalistic independence and the network’s approach to political coverage.
MSNBC president Rebecca Kutler described the rebranding as an effort to clarify the network’s mission.
“This new branding underscores our mission: to serve as a destination for breaking news and best-in-class opinion journalism, all rooted in accurate and reported facts,” she said in a memo.
Kutler added that the network’s separation from NBC allows it to “set our own course and assert our independence as we continue to build our own modern newsgathering operation.”
MSNBC anchor Rachel Maddow told reporters that the rebranding reflects a competitive stance against NBC’s legacy programs.
“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,” Maddow said.
“What NBC [is doing] in its legacy timeslots—Today Show, Nightly, Meet the Press—is just a world away from the 24/7 totally independent news operation that we’re able to stand up now, thanks to the spin-off.”
The MS NOW relaunch positions MSNBC to operate as a standalone, opinion-driven network while attempting to maintain its audience amid ongoing challenges with ratings, staff turnover and corporate restructuring.
The post MSNBC to Relaunch as MS NOW Amid Spin-Off and Network Shake-Up appeared first on Resist the Mainstream.
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Author: Gloriel Howard
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