In a significant shift within the media landscape, the cable news channel MSNBC is officially dropping the NBC from its name and will be rebranded as MS NOW later this year. The new name, which stands for My Source for News, Opinion, and the World, reflects the channel's commitment to providing timely and accurate news coverage alongside thought-provoking opinion journalism. MSNBC President Rebecca Kutler emphasized this mission in an internal memo, stating, “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.”
Launched in 1996 as a collaborative venture between Microsoft (the source of the MS) and NBC, MSNBC has undergone numerous changes over the years. Although Microsoft eventually sold its stake in the network, the MSNBC brand name remained unchanged. However, the upcoming transformation marks a pivotal moment as its corporate parent, Comcast, prepares to spin off most of its cable channels into a new entity named Versant. This strategic move is set to take effect later this year and aims to streamline operations and clarify brand identities.
Mark Lazarus, CEO of Versant, informed staff that Comcast’s NBCUniversal, which retains control of the NBC broadcast network and various assets, will keep the recognizable peacock symbol for its own branding purposes. “This means we will redesign our logos where the peacock has been incorporated into our brands,” he noted, drawing comparisons to other networks like the Golf Channel and CNBC. Interestingly, CNBC will retain its name due to its established brand recognition and licensing agreements.
The renaming of MSNBC to MS NOW is expected to alleviate the longstanding brand confusion that has plagued both MSNBC and NBC News for years. Throughout its history, MSNBC has relied heavily on NBC News correspondents and infrastructure for news coverage. However, as MSNBC's programming shifted further left, particularly during the Bush and Obama administrations, and NBC News maintained a more centrist approach, the disparity between the two networks became even more pronounced.
During the Trump administration, the differences between the two news brands were brought to light, with MSNBC's hosts voicing starkly contrasting opinions compared to their NBC counterparts. For instance, Rachel Maddow of MSNBC criticized the political landscape by stating, “we have a consolidating dictatorship in our country,” a sentiment not echoed by NBC News anchors. This division has led both networks to view the upcoming corporate spinoff as an opportunity to clarify their distinct identities.
In light of these changes, MSNBC has been actively recruiting journalists to bolster its newsroom. This hiring initiative aims to establish a competitive edge against NBC News and other media outlets. Initially, when the spinoff was announced, there was an expectation that MSNBC would retain its name. However, as Kutler explained, “during this time of transition, NBCUniversal decided that our brand requires a new, separate identity.” This decision is intended to pave the way for MSNBC to chart its own path and establish independence as it develops a modern newsgathering operation.
As MSNBC transitions to MS NOW, Kutler reassured viewers that while the name may change, the core values and mission of the network would remain steadfast. “Our commitment to our work and our audiences will not waiver from what the brand promise has been for three decades,” she affirmed. This dedication to reliable news coverage and engaging opinion journalism positions MS NOW as a forward-thinking destination for viewers in an evolving media landscape.
