MSNBC, the well-known cable news channel, is undergoing a major transformation. In a bold rebranding move, the network will be renamed MS NOW, which stands for My Source News Opinion World, and will unveil a brand-new logo later this year. The change comes as part of MSNBC’s separation from NBCUniversal, owned by Comcast, and signals a fresh era for the channel as it prepares to operate under a new media entity: Versant.
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What does MS NOW stand for and why is MSNBC changing its name?
The new name, MS NOW, is a significant departure from the original MSNBC, which stood for Microsoft and National Broadcasting Company. That name originated from the 1996 joint venture between the two tech and media giants. Microsoft exited the venture as early as 2005, yet the name remained in place—until now.
By redefining “MS” as My Source and adding “NOW” to emphasize immediacy, the network hopes to convey a personalized, timely news experience. As Stefanie Gilmore, head of strategy for North America at Design Bridge and Partners, explained: “MS Now could build trust by pitching itself as ‘the news source for you.’”
The change reflects not just a branding refresh, but a repositioning that aligns with how modern audiences consume and connect with news content.
Why is MSNBC splitting from NBCUniversal?
The rebrand is part of a much broader corporate restructuring at Comcast, which plans to spin off most of its cable networks into a standalone, publicly traded company called Versant. This new entity will include MSNBC, CNBC, USA Network, Oxygen, E!, SYFY, and the Golf Channel.
In an internal memo, Versant CEO Mark Lazarus explained: “The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family.”
This means MSNBC and its sibling networks will lose the iconic rainbow peacock logo associated with NBCUniversal. Lazarus emphasized that this shift gives Versant’s brands the opportunity to forge their own identities: “This gives us the opportunity to charge our own path forward, create distinct brand identities, and establish an independent news organization following the spin.”
Is MSNBC changing its editorial direction?
One of the biggest questions from viewers and staff alike is whether the rebrand signals a change in MSNBC’s editorial stance, known for its left-leaning and progressive voice. The network’s president, Rebecca Kutler, offered reassurance in a company memo: “While our name will be changing, who we are and what we do will not. Our commitment to our work and our audiences will not waiver from what the brand promise has been for three decades.”
Kutler added that the network is aggressively hiring, with close to 100 open roles and a significant investment in its independent newsgathering operations. This comes as MSNBC fully separates its operations from NBC News.
What does the new MS NOW logo look like?
The MS NOW logo features a white flag with two bold red horizontal stripes, placed beside the channel’s name, all set against a blue background. The design sparked mixed reactions among MSNBC staff and industry observers.
Some insiders interpreted the combination of red and blue as an attempt to appear more politically neutral, while others saw the design as more conservative-leaning compared to the previous logo, which used the multicolor NBC peacock.
What will happen to other Comcast-owned networks?
While MSNBC is changing its name, CNBC will retain its original acronym — Consumer News and Business Channel — but will also debut a new logo, ditching the peacock symbol as well.
Comcast will keep control of key assets like:
- NBC broadcast network
- NBC News
- NBC Sports
- Bravo
- Streaming platform Peacock
This shows a clear strategic shift: Comcast is doubling down on its streaming and production capabilities, while giving its cable brands room to evolve independently.
