MSNBC to Rebrand as MS NOW on November 15

MSNBC, a prominent fixture in American cable news for nearly three decades, is officially set to change its name to MS NOW on November 15, 2025. This rebranding marks a significant strategic shift for the network as it prepares to separate from its long-standing parent company, NBCUniversal. The move is part of a larger corporate restructuring by Comcast, which will see most of its linear cable properties, including MSNBC, spun off into a new publicly traded entity named Versant.

The Genesis of the Name Change

The impetus behind the name change stems from NBCUniversal’s decision to spin off a substantial portion of its cable networks into Versant. This new company, which will also encompass channels like USA Network, CNBC, Oxygen, E!, SYFY, and Golf Channel, is designed to operate independently. Consequently, NBCUniversal determined that a news operation soon to become a rival entity should no longer carry the “NBC” branding. This separation means MS NOW will cease sharing newsgathering resources with NBC News, a practice that has been in place for years. Rebecca Kutler, President of MS NOW, noted in a memo to staff that this moment follows “months of meticulous planning and thoughtful collaboration,” emphasizing innovation and an entrepreneurial approach for future success.

Maintaining Continuity Amidst Transformation

Despite the significant corporate shift and name change, MS NOW aims to reassure its audience that its core mission and journalistic values will remain consistent. The network has launched a marketing campaign under the slogan “Same Mission. New Name.” Promotional spots feature familiar on-air personalities, including Rachel Maddow, who conveys that while the network’s title is changing, its commitment to the stories it tells and its audience will not. This campaign is intended to communicate to viewers that the channel’s identity and programming focus will endure through the rebranding.

Building a New News Foundation

In preparation for its independent operation, MS NOW has been diligently building out its own robust newsgathering infrastructure. This includes recruiting a dedicated staff of over 100 journalists, reporters, and producers from various esteemed organizations such as The Washington Post, NBC News, Politico, and Bloomberg. These efforts are aimed at establishing a standalone news operation, “untethered from a legacy media model,” that is hyper-focused on the needs of its audience.

The network has also established its own Washington Bureau, dedicated to original, evidence-based reporting and in-depth investigative journalism. Furthermore, MS NOW has forged a multi-year partnership with Sky News, which will provide its global reporting for U.S. audiences, enhancing the network’s international coverage. The new name, MS NOW, is intended to be an acronym for “My Source for News, Opinion and the World,” reflecting this expanded and independent journalistic mission.

The Challenge of Rebranding

Changing the name of a well-established media institution like MSNBC, which has been operational for nearly 30 years, carries inherent risks. Historically, similar rebrands have sometimes led to challenges in maintaining brand recognition and audience loyalty. Examples include Warner Bros. Discovery’s decision to rename HBO Max to “Max,” which encountered hurdles in brand association, and Paramount Network’s numerous identity shifts over the years (formerly The Nashville Network, The National Network, and Spike TV), each potentially undermining its market position. The success of MS NOW will depend on how effectively it manages this transition, ensuring viewers adopt the new nomenclature while recognizing the continuity of its content and mission.

Conclusion

The official rebranding of MSNBC to MS NOW on November 15, 2025, represents a pivotal moment in the cable news landscape. Driven by its spin-off into the new Versant company, this change signifies an independent future for the network. While the name and corporate structure will evolve, MS NOW’s leadership emphasizes its unwavering commitment to delivering news and opinion. The network’s strategic investments in its own newsgathering capabilities and international partnerships highlight its ambition to maintain and strengthen its position as “My Source for News, Opinion and the World” for its dedicated viewership.