MSNBC Rebrands as MS NOW Ahead of Comcast Spinoff
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MSNBC will undergo a significant transformation, officially becoming MS NOW – an acronym for My Source, News, Opinion and World – starting November 15. The change comes as parent company Comcast prepares to spin off its NBCUniversal cable channels into a new entity called Versant.
The rebranding, first signaled by promotional spots appearing on Monday with the tagline “Same mission, New name,” marks a strategic shift for the progressive-leaning cable news channel. The iconic NBC peacock logo will no longer be featured as part of the channel’s branding.
Comcast Divests Cable Channels Amid Cord-Cutting Concerns
The move to create Versant, and subsequently rebrand MSNBC, is driven by Comcast’s assessment that traditional cable channels face a challenging future. According to a company statement, the mature outlets are struggling with the ongoing trend of pay TV cord-cutting and are negatively impacting Comcast’s stock price.
Versant will encompass a portfolio of channels including CNBC, USA Network, Golf Channel, Oxygen, SyFy, and E! Comcast Chief Executive Brian Roberts will retain a 33% stake in Versant, which will be publicly traded on the NASDAQ under the symbol VSNT.
A Shift in Control and Identity
While the spinoff has been in development for months, details remained largely undisclosed to viewers until recently. A fan festival held earlier this month at the Hammerstein Ballroom in New York still prominently featured the MSNBC logo, but network personalities reportedly alluded to the impending change.
The transition necessitated a separation of MSNBC’s news operations from NBC News, which had previously provided correspondents to the channel. Several NBC News correspondents, including Jacob Soboroff and Ken Dilanian, have opted to continue their careers with Versant.
Key On-Air Talent to Remain with MS NOW
Despite the ownership shift, the core of MSNBC’s on-air lineup will remain intact. Popular opinion hosts – including Joe Scarborough, Mika Brzezinski, Nicolle Wallace, Ari Melber, Rachel Maddow, Jen Psaki, and Lawrence O’Donnell – will all transition to MS NOW.
Initially, MSNBC employees were informed that the network’s name would be preserved. However, NBCUniversal ultimately decided against associating its brand with a network it would no longer control.
Versant CEO Encourages Embracing the Change
Mark Lazarus, Chief Executive of Versant, urged employees to embrace the changes despite the challenges of establishing a new brand in a competitive media landscape. “This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin,” Lazarus wrote in an August memo.
MSNBC has demonstrated its journalistic capabilities with recent investigative reporting from its Washington bureau, including coverage of the indictments of former FBI Director James Comey and former national security advisor John Bolton. The network also maintains a multiyear agreement with U.K.-based Sky News for international coverage.
The rebranding to MS NOW signals a new chapter for the network, as it navigates an evolving media landscape under new ownership and a distinct identity.
