MSNBC, the well-known US news channel, has announced a significant rebranding initiative, changing its name to MS NOW. This shift is part of a larger restructuring plan by its parent company, NBC Universal, which aims to separate traditional media assets from digital ventures. The rebrand signifies a move towards greater independence and modernity in news delivery.
As part of the transition, MSNBC will no longer incorporate the NBC name or the iconic peacock logo associated with the network. Instead, the new brand, MS NOW, stands for “My Source | News | Opinion | World.” The change reflects the channel’s commitment to being a comprehensive source for breaking news and opinion journalism, emphasizing accuracy and factual reporting.
Rebecca Kutler, president of MSNBC, communicated the rationale behind this rebranding in a memo to staff. She stated, “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.” Kutler emphasized that while the name is changing, the channel’s core values and dedication to its audience will remain steadfast.
Alongside MSNBC, other channels under the new Versant brand, which includes USA Network, CNBC, Oxygen, E!, SYFY, and Golf Channel, will also undergo visual updates. However, these channels will retain their original names. The rebranding is anticipated to be finalized before the end of the year.
The origins of the MSNBC brand date back to a partnership between NBC and Microsoft, which launched in 1996. Microsoft divested from the television aspect in 2005, followed by its exit from the website in 2012. Despite these changes, the “MS” in the branding has persisted.
This shift is part of a strategic effort by NBC Universal to position its assets for a potential future sale, focusing on the growth of its digital services. The rebranding of MSNBC to MS NOW is seen as a crucial step in this direction, allowing the channel to redefine its identity and approach to news.
As MS NOW prepares to enter the market, it will continue to deliver the same level of commitment to journalism that has characterized the MSNBC brand for the past three decades. This change marks a pivotal moment in the evolution of the channel as it seeks to enhance its relevance in a rapidly changing media landscape.
