MSNBC Rebrands as MS NOW in Push for Editorial Independence

MSNBC is rebranding as My Source News Opinion World, or MS NOW, as part of a corporate restructuring that sees its parent company, NBC Universal, spin off its cable networks into a new entity called Versant. The change marks a clear separation from NBC News and signifies the network’s push toward editorial independence and self-sufficiency in news production. The rebrand will also see the removal of the peacock logo from the network’s identity and will take effect later this year [1].

The decision to change the network’s 28-year-old name came after months of internal debate, as acknowledged by MSNBC President Rebecca Kutler in a memo to staff. She emphasized that the move was not taken lightly and was driven by the need to establish a distinct brand identity. “This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering organization,” Kutler wrote [1].

Rachel Maddow, a key figure on the network, highlighted the benefits of the transition. In a recent appearance on Pivot, she noted that MS NOW will no longer rely on what she described as NBC News “leftovers” for reporting material. Instead, the network will have the freedom to direct its own editorial priorities. “In this case, we can apply our own instincts, our own queries, our own priorities, to getting stuff that we need from reporters and correspondents. And so it’s gonna be better,” Maddow said [1].

The rebranding follows NBC Universal’s decision in November 2024 to spin off its cable networks into a new company. While other networks like CNBC and USA have retained their names, MSNBC is the only one undergoing a full rebrand. The network has also been bolstering its internal news team by hiring journalists from NBC News and The Washington Post, including Carol Leoning, Catherine Rampell, and Jackie Alemany. These moves indicate a broader effort to transition from a network reliant on NBC’s resources to one that operates independently [1].

MSNBC has long been seen as a liberal-leaning alternative to the more neutral NBC News. This ideological divide has sometimes led to friction within the broader NBC ecosystem, with Donald Trump frequently criticizing the network as “MSDNC,” a reference to the Democratic National Committee. The rebrand is expected to reduce internal tensions by creating a clearer distinction between the two entities [1].

With the new brand and editorial independence, MS NOW aims to redefine its role in the news landscape. The move is both symbolic and operational, signaling a new chapter for the network as it shifts toward a self-directed approach to news gathering and content creation.