Trump Calls MSNBC Rebrand a ‘Desperate Move’ Amid Ratings

The cable news landscape is undergoing a significant transformation as MSNBC officially unveils its new identity, MS NOW. This strategic pivot marks a definitive separation from its longtime corporate parent, NBCUniversal, and represents one of the most substantial rebrands in modern media. The move has ignited fierce debate across the political and media spectrums, drawing particularly sharp criticism from former President Donald Trump, who himself has a complicated history with corporate name changes.

How Does a Major Network Rebranding Impact Media Credibility?

A network rebrand is far more than a simple name change; it is a fundamental shift in identity that tests viewer loyalty and market position. For MS NOW, the transition involves building an entirely independent news operation from the ground up. The network has undertaken a massive hiring spree, recruiting dozens of established journalists from prestigious outlets like the Washington Post, Politico, and CNN to populate its new, standalone newsroom. Network leadership, including President Rebecca Kutler, frames the rebrand as a necessary evolution to create a distinct destination for breaking news and opinion journalism, separate from the legacy NBC News operation. This monumental effort aims to establish renewed credibility and a fresh editorial voice in an increasingly fragmented and competitive market.

The response, however, has been mixed. On social media platforms, the new name “MS NOW” faced immediate mockery, with critics drawing comparisons to outdated software and other unrelated organizations. The logistical challenges, such as the fact that the domain msnow.com currently belongs to a Korean snowmobile company, were also quickly highlighted. Despite the online chatter, the business rationale is clear: the network is positioning itself for a new era of digital-first media consumption, hoping the streamlined name will better reflect its mission and appeal to a broader audience beyond its traditional cable footprint.

Trump’s History with Rebranding and Name Changes

The rebrand drew a swift and visceral reaction from Donald Trump, who took to his Truth Social platform to lambast the change. He declared that the network was attempting to escape the “stench” of its “fake news product” due to poor ratings and labeled the move a sign of failure for parent company Comcast. This criticism, however, stands in stark contrast to Trump’s own extensive use of rebranding throughout his business career. Most notably, his for-profit venture, Trump University, operated for years despite warnings from New York State that the use of “university” was misleading and violated education laws.

Facing mounting legal pressure and allegations of deceptive practices, the company eventually rebranded to “The Trump Entrepreneur Initiative” in 2010 before largely ceasing operations. The controversy culminated in a $25 million settlement in 2016 to resolve multiple fraud lawsuits, though Trump admitted no wrongdoing. This history provides a complex backdrop to his current criticisms, highlighting the common use of strategic name changes in business, often in response to financial or reputational challenges.

The broader implications of this shift extend far beyond the name on the screen. It signals a seismic realignment in the cable news industry, which is grappling with declining viewership, the rise of streaming, and intense political polarization. For MS NOW, the gamble is that a clear break from the past will allow it to forge a stronger, more defined future. The success of the MS NOW rebrand will ultimately be measured not by presidential tweets, but by its ability to deliver trusted journalism and retain its audience in a rapidly evolving digital world.

Must Know

What does MS NOW stand for?
MS NOW is the new brand name for the former cable network MSNBC. It is presented as an acronym standing for “My Source News Opinion World.” The change signifies the network’s formal separation from NBCUniversal.

Why is MSNBC rebranding to MS NOW?
The rebrand is part of a larger corporate separation from NBCUniversal. The network is establishing its own independent newsroom and aims to create a distinct identity focused on being a destination for breaking news and opinion-based journalism, separate from the NBC News division.

How has Donald Trump responded to the MSNBC rebrand?
Donald Trump criticized the rebrand heavily on his Truth Social platform. He claimed the name change was due to poor ratings and called the network a “failure,” while also mocking its parent company, Comcast.

What happened with Trump University?
Trump University was a for-profit education company that operated from 2005 to 2010. It faced numerous lawsuits and investigations over its business practices. After legal pressure, it rebranded to “The Trump Entrepreneur Initiative” in 2010 before ceasing operations. Trump later agreed to a $25 million settlement related to fraud allegations without admitting wrongdoing.

What other channels are part of the new Versant company?
Alongside MS NOW (formerly MSNBC), the new standalone company named Versant will also include other cable channels such as CNBC, the USA Network, and E! Entertainment.