Far-left cable news channel MSNBC is rebranding to My Source News Opinion World, or MS NOW, as part of its spinoff from NBCUniversal into a new publicly traded company called Versant, a move confirmed by multiple sources on August 18, 2025.
This change, which includes dropping the iconic peacock logo, is driven by NBCUniversal's decision to retain the peacock symbol for its own family of brands, necessitating a new, independent identity for the network. The rebranding is expected to be unveiled later this year, coinciding with the completion of the Versant spinoff, and will be accompanied by a significant marketing campaign.
The new name, MS NOW, stands for My Source for News, Opinion, and the World, reflecting the network's mission to be a destination for breaking news and opinion journalism. The change is a direct result of the separation from NBC News, which will now be a standalone entity under NBCUniversal, and aims to establish MSNBC as an independent news organization.
The spinoff, announced by Comcast in November 2024, will transfer ownership of MSNBC, CNBC, USA Network, Oxygen, E!, SYFY, and the Golf Channel to the new company, Versant, led by CEO Mark Lazarus. The transaction is expected to be finalized by the end of 2025.
As part of the spinoff, USA Network's sports programming will merge with Golf Channel under a new brand, USA Sports. CNBC will retain its name, citing its original meaning as the "Consumer News and Business Channel," but will also receive a new logo.
MSNBC was originally founded in 1996 as a joint venture between Microsoft and NBC, with the "MS" in its name derived from Microsoft. It has since turned into a far-left media echo chamber often smearing conservative and right-wing in its opinion and news programming.
The far-left network has used the peacock logo associated with NBC for nearly three decades. Microsoft sold its stake in the joint venture with NBC in 2005, and the website in 2012, but the name was retained. The decision to rebrand now stems from the need to create a distinct identity separate from NBCUniversal.
A significant challenge for the rebrand is the current state of the web domain msnow.com, which is registered in South Korea and currently hosts a one-page site about Korean snowmobiles, raising questions about the network's future online home Social media handles for @msnow are also inactive or taken by unrelated accounts.
In a memo, MSNBC president Rebecca Kutler told staffers that as part of the transition, NBCUniversal decided that MSNBC needed “a new, separate identity.”
Kutler added that the rebrand won’t affect MSNBC’s coverage. “The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity,” she wrote. “While our name will be changing, who we are and what we do will not.”