After nearly three decades, the liberal-leaning cable news network MSNBC will officially change its name to MS Now on Saturday. The rebranding comes as parent company NBCUniversal spins off MSNBC and other cable channels into a new firm called Versant.
The new name, which stands for “My Source for News, Opinion and the World,” retains the “MS” from the network’s original partnership with Microsoft in the 1990s. Network president Rebecca Kutler said she felt “very strongly” about keeping the letters due to brand history and common usage.
Morning Joe co-host Mika Brzezinski expressed support for the change at a fan event in New York, joking, “MS Now: don’t worry, you’ll get used to it.” The network has invested $20 million in a national advertising campaign, including ads featuring star host Rachel Maddow and Maya Angelou’s 1996 UN speech, with the tagline “Same Mission. New name.”
The rebranding occurs amid industry challenges as viewers shift from cable to streaming. While some fans expressed confusion, many said they are fine with the change as long as key journalists remain. Former top host Joy Reid, however, voiced uncertainty about the move.
