This weekend marks a significant transformation in the British media landscape as the American cable network MSNBC officially sheds its iconic name to become MS NOW. The change, effective from Saturday, represents the most visible outcome of parent company Comcast's decision to spin off most of its cable assets into a new entity named Versant.
A New Identity with a Familiar Mission
Network president Rebecca Kutler is keen to reassure viewers that despite the corporate divorce from NBC News, the channel's core purpose remains intact. Pointing to a poster in their new Times Square offices that reads "Same Mission. New Name," Kutler stated their immediate goal is to "flood the zone" with communication, ensuring audiences that the content they value will continue unchanged from November 15th.
The new name, MS NOW, stands for My Source for News, Opinion and the World. This rebrand occurs against a backdrop where traditional cable television is increasingly viewed as a diminishing asset, leading giant corporations like Comcast to seek separation.
Prime-time host Jen Psaki admitted the initial announcement caused uncertainty, confessing, "A lot of us really didn't know what it meant, and it didn't feel great initially." However, the network is now wholeheartedly embracing a startup mentality.
Embracing a Startup Ethos and Building Independence
Freed from its corporate ties to NBC News, MS NOW is positioning itself as a nimble, experimental operation. Initiatives already underway include a "Morning Joe" newsletter, a push for new podcast ideas, and an expansion of live events that allow stars like Rachel Maddow to interact directly with audiences.
Nighttime host Michael Steele offered a different perspective on the split, remarking, "I didn’t see this as a divorce. I see this as the kid growing up and leaving home."
The network's fundamental identity remains secure. Its lineup of prominent liberal voices—including Rachel Maddow, Nicolle Wallace, and Ari Melber—stays in place. To support its independent operations, MS NOW has assembled its own reporting team of approximately three dozen journalists, featuring Washington Post alumni Jackie Alemany and Carol Leonnig.
The network has also secured strategic partnerships with Sky News for international coverage and AccuWeather for forecasts. Furthermore, the team has relocated to a new, state-of-the-art headquarters in Manhattan, which coincidentally was the former long-time home of The New York Times. This move ends the curious geographical alignment that saw political rivals MSNBC and Fox News Channel situated directly across Sixth Avenue from one another.
Navigating Audience Shifts and Future Opportunities
According to media executive Kate O'Brian, the separation from NBC News grants MS NOW the freedom to forge its own partnerships, bolstering its cable presence. She noted the network possesses a strong identity and a dedicated audience largely composed of those opposing President Donald Trump, describing them as "lean, nimble and niche," which positions them well to adapt to new platforms.
Despite these advantages, the network faces audience challenges. Its prime-time weekday average has fallen 29% from 2024 to 1.17 million viewers this year, a drop largely attributed to viewer disappointment over the presidential election results. In contrast, Fox News Channel, buoyed by Trump supporters, has seen a 14% increase to 3.11 million viewers.
Nevertheless, MS NOW still commands roughly double the audience of CNN, which experienced an identical 29% decrease in viewers over the first nine months of 2025. MSNBC also delivered a strong election night performance, nearly matching Fox News, despite the absence of data analyst Steve Kornacki, who chose to remain with NBC News.
This new-found autonomy has proven attractive to journalists. Reporter Jacob Soboroff selected MS NOW over NBC News, while Rosa Flores joined from CNN, citing the opportunity to cover a wider variety of stories beyond her previous immigration beat. "I felt like being part of a news organization that was building solutions from the ground up was so unique," Flores said.
The transition is being supported by a $20 million marketing campaign, featuring billboards in prominent locations like Times Square. On a more modest note, the change is symbolised on the "Morning Joe" set by a mug with the MSNBC logo crossed out and replaced with MS NOW.
As co-host Joe Scarborough reflected, the rapidly evolving media landscape means success will be determined by who has the most compelling content. "If this were five years ago, I would have been, 'Oh, my God, how are we going to do this?'" he said. "Everything is so fluid now."
