MSNBC to Change Name to MS NOW Under Versant

Now, MSNBC is MS NOW.

As MSNBC leaves NBCUniversal for Versant (fka SpinCo.), the cable news channel is rebranding to an acronym that stands for My Source for News, Opinion and the World. Right, so the MS no longer stands for Microsoft, but it’s still there.

MSNBC was originally formed as a joint venture between Microsoft and NBC News; Microsoft divested its stake in the channel in 2005 and in MSNBC.com in 2012.

Find the “Why” behind “MS NOW” below via a Monday memo sent by Versant CEO Mark Lazarus to his staff. But basically, “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,” as Laz wrote.

In his lengthy email, Lazarus also announces that USA Network’s sports content will merge with Golf Channel as “USA Sports.” The Versant spinoff is expected to be completed by the end of 2025.

MS NOW, like various other Versant properties, is deviating from the Peacock logo, which NBCU is keeping for itself. You’ll see new logos from CNBC, Golf Channel (aka USA Sports, soon), GolfNow, MSNBC and SportsEngine. The CNBC acronym, Consumer News and Business Channel, will remain in tact.

The new logo “gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin,” Lazarus says.

The MSNBC editorial slant, which we all know as hard left, will not change, MSNBC (and soon to be MS NOW) president Rebecca Kutler assured her staff in an email of her own. NBC News is not disbanding — it will remain in tact for the NBC broadcast network and its own website.

Read the Lazarus note here:

Team, 

From the moment we announced the creation of VERSANT, we knew it would mark the beginning of a new journey for us and our iconic brands. Together, we have been focused on building our individual identity and vision for the future while laying a foundation for the continued growth and success of our businesses.

To that end, a few of our brand designs will change in the coming months. As we all know, the peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family. This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin.

This means we will redesign our logos where the peacock has been incorporated into our brands. In addition to a new logo, MSNBC will debut a new name to accelerate the distinction between the MSNBC and NBC News organizations, while remaining true to our mission and our commitment to audiences.

Each of these changes will go into effect closer to our spin at the end of the year. More on each of these changes below:

MY SOURCE NEWS OPINION WORLD (MS NOW)

MSNBC will unveil a new name for the network: MS NOW, which stands 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. 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.

CNBC 

Since its inception in 1989, CNBC – originally known as the “Consumer News and Business Channel” – has distinguished itself as a trusted leader covering exclusively the global financial and business sectors. CNBC will retain its name and is working on a new logo, which will look back at its history and nod to the deep expertise of the network.  

USA SPORTS

Sports programming on USA Network and Golf Channel will come together under a new brand moniker of USA Sports. New logos for USA Sports and Golf Channel are well underway. These new logos will aim to honor USA Network’s legacy in sports and entertainment as well as Golf Channel’s 30-plus year history as TV’s home for golf, all with a nod to the future. We look forward to unveiling those in the weeks to come.  

ENTERTAINMENT 

The brands within our entertainment portfolio will remain unchanged with each holding a unique place in the daily lives of audiences by delivering distinctive, genre-defining content that resonates deeply with viewers. Together, these networks play an essential role in shaping conversations and will continue to evolve alongside their audiences and remain a vital part of everyday life. 

Additionally, SportsEngine, best known for its technology serving thousands of youth sports organizations and more, will also redesign its logo without the peacock.

Regardless of the iconography, each of our businesses will remain true to their charge. VERSANT is the house for our brands, each of which already succeeds on their own and will continue to do so by creating deeper connections with our audiences and identifying opportunities for growth.

Thank you for all you do and continue to do as we shape this bold new direction together.

Mark

And here is Kutler’s own internal email:

All, 

Following up on what you may have already seen from Mark, later this year, we will take on a new name: MS NOW, which stands for My Source for News, Opinion, and the World.

This new branding underscores our mission: to serve as a destination for breaking news and best-in-class opinion journalism, all rooted in accurate and reported facts. 

I know this announcement will be met with questions, and 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. This was not a decision that was made quickly or without significant debate. 

Over the last eight months, we have worked to untether ourselves from NBC News and embrace our independence under VERSANT. We’ve hired dozens of first-rate reporters and newsroom leaders and have been recruiting for nearly 100 roles across our new and nimble organization. We continue to supercharge our non-linear products, achieving rapid success on YouTube, TikTok, audio, digital, live events, and more – all while aggressively developing a direct-to-consumer product. 

During this time of transition, NBCUniversal 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 operation.

The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity. 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 waiver from what the brand promise has been for three decades. 

In conjunction with the brand relaunch, we will be making a significant investment in a broad-based marketing campaign, unlike anything we have done in recent memory. Planning is now underway for an employee all-hands meeting next week, where I will have more to share – more news on that soon. 

Until then, we have millions of people who rely on us to continue doing what we do best. As I said on my first day, our most important job is to show up for our audience, the community that is depending on us now more than ever.

Rebecca