MSNBC Rebrands to MS NOW Amid NBC Split, Public Reaction Sparks Backlash

Just months before the end of 2025, MSNBC, one of America’s most recognizable cable news networks, has announced a major rebrand: it will soon operate under the new name MS NOW. The transition, scheduled to be completed later this year, comes as part of a larger corporate restructuring under Comcast’s newly formed media company, Versant. The announcement has sparked widespread public and media criticism, with many questioning the logic and timing behind the decision.

The rebranding will also see the iconic NBC peacock logo removed from MSNBC’s identity, a major shift for a channel that has operated under the NBC umbrella since its inception in 1996. According to an internal memo obtained by Newsweek, MSNBC President Rebecca Kutler stated the rebrand “allows us to set our own course and assert our independence as we continue to build a modern newsgathering operation.”

Why Is MSNBC Changing Its Name to MS NOW?

The name change is a direct result of NBCUniversal’s strategic decision to retain the NBC name and peacock branding exclusively within its own media properties. CNBC will retain its name, largely due to international licensing agreements, but MSNBC was required to develop a new brand identity as it transitions to Versant.

MS NOW stands for “My Source for News, Opinion, and the World,” a tagline designed to signal independence and a broader editorial focus. Despite the positive spin from MSNBC leadership, public and industry reactions suggest the new name has missed the mark.

The rebrand stems from long-standing internal debates over MSNBC’s identity. The network, originally launched as a joint venture between Microsoft and NBC, retained the “MS” even after Microsoft left the partnership. Now, it seeks to forge a new path—but not everyone is convinced.

Public Reaction and Media Backlash

The online reaction to the MS NOW rebranding has been swift and largely negative. Social media platforms like X (formerly Twitter) were flooded with criticism. Political commentator Russell Drew described the move as “one of the worst branding disasters in media history,” comparing the logo to a “discount computer from 1998.”

Former MSNBC host Keith Olbermann bluntly posted, “MSNBC to change name to MS NOW. No, I’m not kidding.”

Some responses were more humorous than harsh. A viral meme read, “Liza Minnelli has outlived MSNBC’s name,” while others framed the change as a response to political shifts, with one commenter stating: “President Trump completely destroyed them. They will never recover.”

Despite the backlash, MSNBC President Rebecca Kutler defended the move in her memo, noting, “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.”

Internal Strategy Behind the Change

Sources within MSNBC say the rebrand wasn’t a hasty decision. Kutler emphasized that it came after “significant debate,” with input from leadership, brand strategists, and newsroom staff. “This was not a decision that was made quickly or without internal consideration,” the memo read.

Versant CEO Mark Lazarus also addressed employees, explaining that the peacock logo and NBC branding would remain with NBCUniversal properties. Other affected channels, including Golf Channel, are undergoing similar transitions.

The name MS NOW is part of a broader evolution, which also includes newsroom expansion. MSNBC has hired dozens of new journalists and plans further staffing increases as it builds a fully independent operation—one that is no longer tethered to NBC News’ infrastructure.

What’s Next for MS NOW?

There is no official launch date for the MS NOW brand, but network officials confirm that the full transition will be complete before the end of 2025. In the meantime, viewers can expect a gradual rollout of new graphics, logos, and on-air branding updates.

MSNBC’s editorial voice, programming lineup, and key talent will remain intact, at least for now. High-profile anchors like Rachel Maddow have publicly supported the change, with Maddow noting on Pivot that the new direction allows greater editorial freedom: “We can apply our own instincts, our own questions, our own priorities,” she said.

Still, name changes in media are notoriously risky—and only time will tell whether MS NOW becomes a trusted brand or a cautionary tale in rebranding history.

For your information:

What is MS NOW and why is MSNBC changing its name?
MS NOW is the new name for MSNBC, part of its separation from NBC News under the new company Versant. The change allows MSNBC to create an independent brand identity.

Will the MSNBC programming lineup change with the rebrand?
No, the programming lineup and news team are expected to remain largely the same. The rebrand is focused on name and identity, not content.

Why did MSNBC drop the NBC name and peacock logo?
NBCUniversal chose to retain its branding for other core properties. MSNBC, now part of Versant, must create a new brand without NBC trademarks.

How are viewers reacting to the MS NOW name?
Online reactions have been largely negative, with many criticizing the name and logo as outdated or unclear. However, MSNBC leadership maintains that their mission remains unchanged.

Is CNBC also changing its name like MSNBC?
No, CNBC is keeping its name due to global licensing agreements that require brand consistency outside the U.S.

What does MS NOW stand for?
MS NOW is an acronym for “My Source for News, Opinion, and the World,” representing the network’s expanded editorial focus.