MSNBC unveils new identity after corporate split from NBC

The MSNBC news network has announced that it will undergo a major rebranding, changing its name to My Source News Opinion World (MS NOW) as part of its separation from NBC. The change, unveiled on Monday, marks a significant step in MSNBC’s corporate restructuring and independence. Known for catering to liberal audiences with prominent personalities like Rachel Maddow, Ari Melber, and Nicolle Wallace, the network will also remove NBC’s iconic peacock logo from its branding. The new identity is expected to take effect later this year.

The rebranding follows NBC Universal’s decision last November to spin off several cable channels — including USA, CNBC, MSNBC, E! Entertainment, Oxygen, and the Golf Channel — into a new company named Versant. While other networks under Versant retained their original names, MSNBC was directed to change its identity, a move that has surprised many.

Founded in 1996 as a joint venture between Microsoft and NBC, MSNBC derived its name from the combination of the two companies. The name struck many as confusing from the start, but it endured even after Microsoft ended its partnership with NBC. Versant CEO Mark Lazarus had initially indicated that MSNBC would retain its name, which made this week’s reversal unexpected.

MSNBC President Rebecca Kutler admitted that renaming the network was not an easy decision and involved lengthy internal debates. In a memo to staff, she emphasized that NBC Universal wanted the network to establish a distinct brand identity, separate from NBC News. She framed the change as an opportunity to “set our own course and assert our independence” as the network continues developing its own modern news operation. Kutler reassured employees that MSNBC’s editorial mission would remain the same: “While our name will be changing, who we are and what we do will not.”

The contrast with CNBC has also drawn attention. CNBC, a business-focused channel, is retaining “NBC” in its name, which MSNBC argued reflects the fact that CNBC has always operated with greater separation from NBC News and rarely overlaps in content. By comparison, MSNBC’s liberal commentary has long been at odds with NBC’s more traditional, objective news division. This tension was a recurring issue, amplified by critics like former President Donald Trump, who mockingly referred to the network as “MSDNC” in reference to the Democratic National Committee.

For MSNBC staff and hosts, however, the rebranding is being framed positively. Rachel Maddow, one of the network’s top anchors, said the change will allow MSNBC to stop competing with NBC News for field reporting resources, meaning it will no longer have to rely on what she described as “leftovers.” She expressed optimism that the network will now have the freedom to pursue its own editorial priorities more effectively.

The transition was made public during Joe Scarborough’s show on Monday morning, where he also revealed the channel’s new logo. Scarborough described it as “very sporty,” symbolizing a fresh start and independent identity for the network.

The renaming of MSNBC to MS NOW carries inherent risks, as name changes often challenge audience recognition and brand loyalty. However, executives argue it is necessary for building a new identity free from the shadow of NBC, enabling the network to stand firmly on its own as a distinctive liberal-leaning news outlet.