The cable news network MSNBC will become MS NOW later this year as part of a wider rebranding as it spins off from NBCUniversal and becomes part of a new media company named Versant.
The name change came as a surprise to many, even those within the network who had previously been told that the MSNBC name would continue. Versant’s CEO Mark Lazarus told The Wall Street Journal that the rebranding, which will also erase NBC’s peacock from the properties being spun off, would help prevent “brand confusion.”
MS NOW is an abbreviated version of the full new name, “My Source News Opinion World.”
On social media, critics of the change noted that “MS NOW” could be perceived as a website about the disease multiple sclerosis, which is frequently shortened to “MS.”
In a note to “our community,” on the MSNBC website, the network acknowledged, “For our viewers who have watched us for decades, it may be hard to imagine this network by any other name. We understand. But our promise to you remains as it always has. You know who we are, and what we do.”
The note also gave a nod to the face of MSNBC, Rachel Maddow, saying: “As Rachel often reminds us all … watch this space." The note ended with the colorful peacock logo.
Announcing the change on “Morning Joe,” Joe Scarborough called the new name “very sporty” and said that the change shows “we’re independent.”
“What’s in a name? Whatever you put in a name,” Scarborough said.
The network said its mission would stay the same — “to serve as your destination for breaking news and thoughtful analysis and remain the home for the perspectives that you’ve relied on for nearly 30 years" — and that it is expanding its staff to that end.
But critics on social media questioned the strategy, noting that MSNBC has struggled to compete with Fox News, especially with Maddow’s changing schedule. (She’s now back to one night a week.)
Maddow’s replacements have not done well in the slot. One of former President Joe Biden’s White House press secretaries, Jen Psaki, drew about half of Maddow’s audience in May.
Analysts have questioned whether MSNBC, in its current or future form, can afford to keep Maddow, who The Wrap once dubbed “Rachel Mad-Dough.” It’s been reported that she is being paid $25 million a year. In the most recent ratings, her once-a-week show averaged 2 million viewers, per Deadline.
By comparison Fox News’ “The Five,” the No. 1 cable news show, averaged more than 3.5 million viewers, and “Jesse Watters Primetime” drew 3.14 million.
In the second quarter of 2025, per AdWeek, “Fox News continued its streak as cable news’ most-watched network and also surged past a couple of the broadcast networks, ABC (2.977 million) and NBC (2.704 million), in primetime in total viewers. This was the network’s second-highest-rated second quarter in network history with weekday total day viewers, trailing its coverage of the COVID-19 pandemic in 2020.”
The news of the name change is the latest in a series of changes for MSNBC this year. In January, Rashida Jones, who had led the company since 2021, stepped down.
As part of Versant, which will be a publicly traded company, MS NOW will join a media family that comprises USA Network, CNBC, Oxygen, E!, Syfy and Golf Channel, as well as Fandango, Rotten Tomatoes, GolfNow and SportsEngine.
CNBC, which stands for Consumer News and Business Channel, will also be getting a new logo, but the name will not be changed, the company has said. In its report, on the changes, PBS said it was “noteworthy” that CNBC was allowed to keep the “NBC” in its name, while MSNBC wasn’t.
According to PBS, MSNBC President Rebecca Kutler said in a memo to employees, “During this time of transition, NBCUniversal decided that our brand requires a new, separate identity.”