MSNBC, one of America’s most recognizable cable news brands, is about to undergo a seismic shift. On August 19, 2025, the network announced it will change its name to My Source News Opinion World—MS NOW for short—later this year, marking the official end of its decades-long association with NBC. The move comes as part of a sweeping corporate restructuring that saw NBC Universal spin off several of its cable networks, including USA, CNBC, MSNBC, E! Entertainment, Oxygen, and the Golf Channel, into a new company called Versant last November.
The decision to rebrand MSNBC wasn’t made lightly. As President Rebecca Kutler acknowledged in a memo to staff, “This was not a decision that was made quickly or without significant debate.” She recognized the emotional weight for employees, many of whom have spent years or even decades under the MSNBC banner. “I want to acknowledge that for many of you who have spent years or decades here, it is hard to imagine the network by any other name,” Kutler wrote. But she emphasized that the transition is about more than just a new logo or a fresh coat of paint. “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.”
For viewers, the change will be more than cosmetic. The iconic NBC peacock symbol will disappear from the network’s logo, and the channel will no longer share news resources or journalists with NBC News. This marks the end of a long, sometimes uneasy partnership that began in 1996, when MSNBC was launched as a joint venture between Microsoft and NBC. The original name reflected that collaboration, but the Microsoft partnership ended years ago, and the brand stuck around—until now.
As reported by The New York Times, the split between the two newsrooms has been in the works for months. Adam Miller, chief operating officer at NBCUniversal, stated in a memo that the change would “help avoid confusion between viewers of NBC News and MSNBC as the two channels covered the same news events.” Since the spin-off was announced, MSNBC has gone on a hiring spree, adding at least three dozen journalists to build out its independent news-gathering operation. The network has recruited talent from NBC News as well as other leading outlets like The Washington Post and Politico, bringing in reporters such as Carol Leoning, Catherine Rampell, Jackie Alemany, and Eugene Daniels.
But not everyone is convinced the new name is a winner. Critics and commentators across the media landscape have mocked and questioned the choice. Josh Billinson of Semafor compared "MS NOW" to a failed Windows operating system, writing, “MS Now sounds like a short-lived Windows operating system from the early 2000s that needlessly redesigned too much and failed to be adopted by a critical mass of users.” The Wall Street Journal’s Kyle Smith quipped that it “sounds like a fundraiser for multiple sclerosis.” John Cassidy of The New Yorker dryly observed, “I spy a consultant’s (costly) recommendation.” Even former MSNBC host Keith Olbermann couldn’t help but poke fun: “MSNBC to change name to MS NOW no I’m not kidding.”
Despite the ribbing, network insiders and on-air personalities have largely rallied around the change. Rachel Maddow, one of MSNBC’s most prominent voices, said in a statement to Variety, “If there was ever a time for us to change our name, this is it—because we’re not just separating from NBC News in corporate terms, we’re competing with them now. So, I think the distinction is going to be good for us.” She added, “What NBC is doing in its legacy timeslots—the Today Show, Nightly, Meet the Press—is just a world away from the 24/7 totally independent news operation that we’re able to stand up now, thanks to the spin-off.”
“Morning Joe” co-host Joe Scarborough took a similarly upbeat view on air: “What I’ve said on this show time and time again is you look at the people that are running the company, they’re entrepreneurial… I’m excited about this, too. It’s like, what’s in a name? Well, whatever you put into the name.” Fellow employees echoed these sentiments. Jesse Rodriguez, vice president of editorial and bookings, wrote, “Our mission will not change. Our commitment to our loyal viewers will not change. Who we are is not changing.” Richard Hudock, senior vice president for communications, added, “Change requires flexibility, adaptability, and an open mind. This change is good for us.”
Mark Lazarus, head of Versant, explained to The Wall Street Journal that the rebranding is intended to reduce “brand confusion” as the spun-off networks chart their own courses. While CNBC will retain its name and simply update its logo, MS NOW is taking the opportunity to fully reimagine its identity. Lazarus also noted that the network would continue to cater to a progressive audience and prioritize “holding the political figures from both parties to account.”
For longtime viewers, the promise is that the content won’t change. The same familiar hosts—Rachel Maddow, Jen Psaki, Lawrence O’Donnell, Chris Hayes, and others—will remain at the helm, delivering the kind of political analysis and news coverage that built MSNBC’s reputation. In a note to its audience, the network reassured 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.”
As for the future, the network is betting that the new name, MS NOW, will signal both continuity and evolution. The “NOW” in the title stands for News, Opinion, and World, but also conveys a sense of immediacy—a nod to the channel’s 24/7 news cycle and the urgency of the times. It’s a bold move, one that comes with risks. Name changes always carry the potential for confusion or backlash, especially for brands as entrenched as MSNBC. But as Rebecca Kutler put it, “This gives us the freedom to chart our own path forward, and we’re excited about where it’s headed.”
While the rebranding may ruffle feathers and prompt a few late-night jokes, it also marks a new era for the network—one where editorial independence and a renewed sense of purpose take center stage. For better or worse, MS NOW is ready to define itself on its own terms, leaving behind the familiar comfort of the NBC brand and stepping boldly into the unknown.
