MS NOW, née MSNBC.
Photo: Versant
MSNBC is getting a new name and logo later this year, marking the first major public-facing change to come out of Versant’s upcoming split from NBCUniversal. What’s going on, which other networks will be affected, and will there be a board for Steve Kornacki to drawn on?
MSNBC will become MS NOW (short for “My Source for News, Opinion, and the World”). “This new name underscores the brand’s mission to serve as the destination for domestic and international breaking news and the best-in-class opinion journalism,” Versant CEO Mark Lazarus announced in a memo obtained by The Hollywood Reporter. “MSNBC has been building toward this moment and welcoming a wave of exceptional journalists to their newsgathering operation. Most importantly, while the name will be different, the brand’s commitment to its audience will not change.”
MSNBC echoed that sentiment in a public statement confirming the new moniker on August 18. “For our viewers who have watched us for decades, it may be hard to imagine this network by any other name. We understand,” the statement said. “But our promise to you remains as it always has. You know who we are, and what we do.”
MSNBC has been recruiting for about 100 new roles — and will shed NBC’s signature tail feathers from its logo, network president Rebecca Kutler confirmed in an internal email. “During this time of transition, NBCUniversal decided that our brand requires a new, separate identity,” she wrote. “This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering operation. The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity.”
A fair question, considering that it’s less than a year old. In November 2024, NBCUniversal announced that it would spin off most of its cable networks — including MSNBC, USA, CNBC, E! Entertainment, Oxygen, and the Golf Channel — into a new publicly traded media company called Versant. Per Axios, this corporate split is expected to be finalized by the end of 2025. Versant’s portfolio also includes digital companies Fandango, Rotten Tomatoes, GolfNow, GolfPass, and SportsEngine.
Yup. MSNBC and NBC News were previously under the same corporate structure, but this upcoming Versant split will put an end to that era, and at least one MSNBC host seems excited for the challenge. “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,” Rachel Maddow said in an email to Variety. “So I think the distinction is going to be good for us. What NBC 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.” It sounds like NBC should expect plenty of competing Capitol coverage; according to reports from fellow Versant brand CNBC, MNSBC MS NOW has hired reporters from CNN, Bloomberg, Politico, and other outlets to establish its first-ever Washington, D.C., bureau.
Now we’re asking the real questions. According to Adweek, the “map daddy” of MSNBC’s Election Night coverage is sticking with NBC as the chief data analyst for NBC News and NBC Sports.
USA Network and Golf Channel will merge into a new USA Sports brand, which will join MS NOW in getting a new peacockless logo. And because NBCUniversal wants to keep its bird branding to itself after the split, you can also expect new logos for CNBC, GolfNow, and SportsEngine.
Returning to the MSNBC name would feel a little counter to Versant’s clear goal of getting people to stop associating it with NBC. But hey, we lived to see HBO Max die and come back, so who knows?
Jennifer Zhan
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