Comcast's cable spinoff to be named Versant

Comcast's cable spinoff, which includes major networks such as MSNBC, CNBC, and USA, will be named Versant, a decision that reflects the company's vision for the future and its goal of establishing a distinct identity in the media landscape. 1. **Naming Strategy and Significance**: - The name Versant was chosen after extensive consideration, involving multiple branding agencies and a final list of 12 potential names, from which Versant emerged as the most fitting. - CEO Mark Lazarus emphasized that the name was intended to evoke a sense of energy and forward movement, underscoring Versant’s role in driving progress. 2. **Brand Evolution and Independence**: - The rebranding of MSNBC to MS NOW is part of a broader strategy to establish individual identities within the Versant umbrella. - This shift allows each network to build its own distinct brand while remaining under the Versant banner, which is expected to facilitate greater autonomy and innovation. 3. **Operational Focus and Partnerships**: - Versant will focus on programming and content, outsourcing advertising sales to NBCUniversal (NBCU) under a two-year agreement. - This partnership allows Versant to concentrate on creative aspects while leveraging NBCU’s expertise in advertising sales, ensuring a steady revenue stream. 4. **Market Positioning and Expectations**: - The spinoff is seen as a significant turning point for TV advertising, with expectations that Versant will grow its portfolio through acquisitions. - The new structure is anticipated to strengthen the cable networks’ market positions, especially as they build on their individual identities. The rebranding of Comcast's cable networks to Versant represents a strategic shift towards creating distinct, forward-facing media entities while maintaining operational efficiencies. This approach is expected to enhance the competitiveness and growth potential of the spinoff’s networks in the evolving media landscape.