In a move set to reshape the American cable news landscape, MSNBC will rebrand itself as My Source News Opinion World—MS NOW for short—later this year, following its corporate separation from the NBC family. The decision, announced on August 18, 2025, marks the end of nearly three decades of shared identity with NBC and the iconic peacock logo, a symbol that has long adorned its broadcasts and branding.
The rebranding is part of a much larger corporate restructuring. Last November, Comcast, the parent company of NBCUniversal, spun off most of its cable networks—including MSNBC, CNBC, USA Network, E!, Oxygen, and the Golf Channel—into a newly formed company named Versant. This strategic move, according to Versant CEO Mark Lazarus, is designed to give these mature cable outlets, which have faced declining reach in the era of cord-cutting, a chance to chart their own independent paths. Lazarus explained in a memo to staff, “The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family. This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin.”
MSNBC’s renaming to MS NOW—standing for My Source News Opinion World—was not a decision made lightly. As MSNBC President Rebecca Kutler emphasized in a memo to employees, “This was not a decision that was made quickly or without significant debate. During this time of transition, NBC Universal decided that our brand requires a new, separate identity. This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering organization.”
The new name and branding will also see the removal of NBC’s peacock symbol from MSNBC’s logo, a move that underlines the network’s new direction. While some sibling networks, such as CNBC, will retain their names (albeit with a redesigned logo minus the peacock), MSNBC’s shift is more pronounced, reflecting a desire to resolve longstanding brand confusion. The network’s progressive, opinion-driven programming—anchored by well-known personalities like Rachel Maddow, Ari Melber, Nicole Wallace, Joe Scarborough, and Lawrence O’Donnell—has, over the years, diverged sharply from the more centrist approach of NBC News.
“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,” Kutler wrote in an internal memo, as reported by CNN. She added, “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.”
The rebrand comes at a time of significant newsroom growth for the network. MSNBC has been on a hiring spree, recruiting nearly 100 new roles and bringing in award-winning journalists, including those with Pulitzer, Emmy, Murrow, and Peabody honors. Several NBC News journalists, such as Jacob Soboroff, have chosen to join the cable operation, further bolstering MS NOW’s independent news gathering capabilities. As the network builds its own separate newsroom, it will no longer rely on NBC News correspondents and infrastructure, a shift that many at the network see as a positive step toward editorial autonomy.
Rachel Maddow, one of the network’s most recognizable faces, summed up the sentiment on a recent episode of Pivot: “In this case, we can apply our own instincts, our own queries, our own priorities, to getting stuff that we need from reporters and correspondents. And so it’s gonna be better.” Maddow’s optimism echoes a broader sense within the organization that the split will allow MS NOW to pursue its own editorial agenda, free from the constraints and sometimes conflicting priorities of its former corporate sibling.
For viewers, the changes will be visible not just in the network’s name and logo, but also in its physical presence. MS NOW will leave NBC’s Rockefeller Center headquarters for a new location in Manhattan, further cementing its independence. Despite the physical and branding changes, the network is keen to reassure its loyal audience that the core of what they love about MSNBC will remain. As stated in a public message to viewers, “You know who we are, and what we do. The same familiar and trusted hosts and journalists who make sense of what is happening in Washington, across the country, and around the world will still be here.”
The rebranding will be backed by a significant national marketing campaign, described by Kutler as “unlike anything we have done in recent memory.” The effort aims to introduce the MS NOW identity to both longtime fans and new viewers, emphasizing the network’s ongoing commitment to in-depth reporting and analysis.
MSNBC’s journey to this moment has been a long one. The network was founded in 1996 as a joint venture between NBC News and Microsoft—the “MS” in MSNBC. When Microsoft sold its stake in 2005, the name remained, but the partnership’s legacy lingered. A name change was considered at that time, but only now, with the spin-off to Versant and the end of its formal association with NBC, has the network taken the leap.
Notably, the move comes as MSNBC faces both challenges and opportunities. Once the second most-watched cable news channel behind Fox News, MS NOW has seen its reach into pay TV homes decline by 33% over the past decade, reflecting broader industry trends. Comcast’s decision to spin off its cable networks into Versant is widely seen as a response to these shifts, aiming to give each network the flexibility and focus needed to adapt to the changing media environment.
Despite the hurdles, MS NOW’s leadership is projecting confidence. Versant CEO Mark Lazarus noted that the new structure will allow the network to “build our individual identity and vision for the future while laying a foundation for the continued growth and success of our businesses.” The network’s progressive slant in its commentary and analysis will remain, with key personalities like Maddow, Melber, Wallace, Scarborough, and O’Donnell staying on board.
As the network prepares for its next chapter, the message to viewers is one of continuity amid change. “Regardless of our name, our commitment to this community remains as strong as it’s ever been and in the months ahead we will unveil new ways to connect with you directly,” the network promised. With a new name, new logo, and a renewed sense of independence, MS NOW is betting that it can thrive as a standalone force in the ever-evolving world of cable news.
