In a significant move, MSNBC will undergo a rebranding later this year, transitioning to a new name, My Source News Opinion World, or MS Now. This change marks the first major public-facing shift in the network's identity as part of Versant's separation from Comcast's NBCUniversal. Versant's Chief Executive Officer, Mark Lazarus, communicated this decision in an internal memo that was reviewed by CNBC.
Initially, in January, Lazarus assured MSNBC employees that the network would retain its name. However, following several months of transition planning, NBCUniversal executives concluded that a new name was essential to clearly differentiate between MSNBC and NBC News. In his memo dated Monday, Lazarus stated, “This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering operation.”
Despite the name change, MSNBC President Rebecca Kutler emphasized that the network's core mission and values will remain unchanged. In her communication to staff, she reassured employees that, “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 waver from what the brand promise has been for three decades.”
In line with its rebranding efforts, MSNBC has embarked on aggressive hiring, aiming to fill approximately 100 new positions to establish an independent newsroom, separate from NBC News. So far, the network has successfully recruited around 40 journalists from prominent organizations like CNN, Bloomberg, and Politico, to support the launch of its first-ever Washington, D.C. bureau. This expansion is a part of the network's strategy to enhance its news coverage and deepen its reporting capabilities.
During this transition, NBCUniversal’s leadership recognized the need for a distinct identity for the brand. Kutler noted, “This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering operation.” Additionally, while MSNBC and NBC News will share coverage on certain topics such as politics, the CNBC news organization has been deemed separate enough that it will not undergo a name change. Interestingly, CNBC's name, which stands for Consumer News and Business Channel, has always differed from the traditional NBC branding.
As part of the rebranding initiative, CNBC, along with all of Versant's brands featuring the iconic NBCUniversal peacock, will also see changes to their logos. This includes sports content on the USA Network and Golf Channel, which will be consolidated under the new USA Sports branding. Digital platforms like GolfNow and SportsEngine are also set to unveil updated logos.
The official name change for MSNBC and the introduction of the new logos are expected to occur before the end of the year, coinciding with Versant’s plans to spin off as a publicly traded company. To support the launch of this new identity, MSNBC will initiate a national marketing campaign, described by Kutler as “unlike anything we have done in recent memory.”
As the second-most watched cable news network, MSNBC boasts an average of 1.2 million prime-time viewers year-to-date. The network features 28 on-air anchors, 21 correspondents, and reporters, offering over 120 hours of live programming each week. This robust viewership underscores the enduring appeal and influence of the network in the competitive landscape of cable news.
In summary, as MSNBC transitions to My Source News Opinion World, it remains committed to delivering high-quality journalism while establishing a distinct identity separate from NBC News. The anticipated changes reflect a strategic move to enhance its presence in the news industry as it prepares for significant future developments.
