Comcast's MSNBC Network to Rebrand as "MS Now" Amid Corporate Restructuring

MSNBC will rebrand as "MS Now" later this year, separating from NBC News and asserting independence. The network, part of Comcast's NBCUniversal, will join a portfolio of channels under the new banner, Versant. CNBC will continue to operate under its current name. The change comes after nearly 30 years as MSNBC, with the network building its own political reporting operation and a Washington bureau led by veteran Scott Matthews.

MSNBC, a longstanding cable news channel, is set to undergo a significant rebrand later this year. The network, which has been part of Comcast's NBCUniversal for nearly three decades, will be renamed "My Source News Opinion World" or MS NOW for short. This rebranding comes as part of a broader restructuring that sees MSNBC separating from NBC News and joining a new portfolio of channels under the banner of Versant [1].

The decision to rebrand MS NOW is aimed at "accelerating the distinction between the MSNBC and NBC News organizations," according to CNBC [1]. This move is part of a larger strategy by Comcast to spin off several of its cable channels, including USA Network, E!, and SYFY, into Versant. The new company's name, chosen to emphasize versatility and familiarity, is meant to reflect its diverse range of subjects [1].

The rebranding of MSNBC is not the first in the television industry. HBO, for instance, has seen its name change multiple times in recent years, from HBO Go to HBO Max and back again. Similarly, Paramount's streaming service has gone through several iterations, from CBS All Access to Paramount+ and now Paramount+ Premium [1].

The rebranding of MSNBC is seen as an internal decision, aimed at reflecting the network's new independence from NBC News. "I don’t know if MS NOW is the name I would have chosen, but it strikes me as an internal decision based on the fact that the cable network is being spun off into a new company that has nothing to do with NBC," said Laurence Minsky, a business professor at Columbia College Chicago [1].

The new name MS NOW is shorter and more concise, which could make it easier for viewers to remember. However, it could also potentially cause confusion, as it could be mistaken for an offshoot of Ms. Magazine or an organization providing information on multiple sclerosis [1].

Despite the change in name, MSNBC's identity and reporting operation will remain largely unchanged. The network will continue to build its own political reporting operation and maintain its Washington bureau led by veteran Scott Matthews [1].

The rebranding of MSNBC is part of a broader trend in the television industry, where networks and streaming services are increasingly focusing on distinct branding to differentiate themselves from competitors. This trend is driven by the need to stand out in a crowded market and to provide viewers with a clear sense of what each brand offers.

References:
[1] https://www.chicagotribune.com/2025/08/19/column-tv-industry-rebrand-msnbc-msnow/
[2] https://www.cynopsis.com/cynopsis-08-19-25-msnbc-rebrands-as-ms-now-youtube-eyeing-oscars/