The cable news network MSNBC will rebrand as MS NOW later this year as it transitions from NBCUniversal to become part of a new media entity known as Versant. This name change, surprising even to some within the network, marks a significant shift in its identity and strategy.
Versant’s CEO, Mark Lazarus, explained to The Wall Street Journal that the rebranding aims to eliminate “brand confusion,” with the new name representing an abbreviation of “My Source News Opinion World.” The familiar NBC peacock logo will also be removed from the network’s branding.
In a note to its audience, the network acknowledged the emotional attachment many viewers have to the MSNBC name, stating, “For our viewers who have watched us for decades, it may be hard to imagine this network by any other name. We understand. But our promise to you remains as it always has.” The message featured a nod to the network’s prominent host, Rachel Maddow, who has been a central figure in MSNBC’s success.
During the announcement on “Morning Joe,” host Joe Scarborough described the new name as “very sporty” and emphasized that it signals the network’s independence. The network reiterated its mission to remain a leading destination for breaking news and insightful analysis, stating it would enhance its staffing to meet these goals.
Despite these optimistic statements, critics have raised concerns on social media about the rebranding strategy. There is apprehension that the name “MS NOW” could be associated with multiple sclerosis, a disease often abbreviated as “MS.” Additionally, some analysts have questioned MSNBC’s ability to compete effectively with rivals like Fox News, particularly in light of Maddow’s reduced schedule, now airing once a week.
In May, former White House press secretary Jen Psaki attracted about half of Maddow’s audience during her time slot, highlighting the network’s struggle to retain viewership. Maddow’s reported annual salary of $25 million adds to the financial scrutiny of MSNBC, especially as she has seen her ratings drop compared to the competition.
Recent ratings reveal that Maddow’s once-a-week show averaged 2 million viewers, in contrast to Fox News’ “The Five,” which averaged over 3.5 million viewers, and “Jesse Watters Primetime,” which drew 3.14 million viewers. According to AdWeek, Fox News continues to dominate the cable news landscape, even surpassing major broadcast networks in viewer numbers during the second quarter of 2025.
The rebranding announcement follows a series of changes at MSNBC this year, including the departure of Rashida Jones, who led the company since 2021. As part of Versant, which will operate as a publicly traded company, MS NOW will align itself with a broader media portfolio that includes USA Network, CNBC, Oxygen, E!, Syfy, and Golf Channel, among others.
Interestingly, while CNBC will undergo a logo redesign, its name will remain unchanged, leading to discussions about why MSNBC is losing its NBC affiliation in the rebranding process. As noted by PBS, Rebecca Kutler, President of MSNBC, indicated in a memo to staff that the transition necessitated a “new, separate identity” for the brand.
As MS NOW prepares for its launch, it faces the dual challenge of establishing a new identity while retaining its loyal audience in a competitive media landscape. The coming months will reveal whether the rebranding will resonate with viewers or lead to further challenges for the network.
