The cable news network MSNBC will undergo a significant rebranding, changing its name to MS NOW later this year. This transition coincides with its spin-off from NBCUniversal as it becomes a part of a new media entity called Versant. The announcement has surprised many, including some within the network, as they had previously been informed that the MSNBC name would remain.
Mark Lazarus, the CEO of Versant, explained to The Wall Street Journal that this rebranding aims to eliminate “brand confusion.” The new name, MS NOW, is short for “My Source News Opinion World.” Critics have pointed out that the abbreviation could be associated with multiple sclerosis, a disease frequently referred to as “MS.”
In a message to its audience, MSNBC acknowledged the emotional connection many viewers have with its brand. The network stated, “For our viewers who have watched us for decades, it may be hard to imagine this network by any other name.” The note concluded with a reminder from Rachel Maddow, a prominent figure at MSNBC, emphasizing, “watch this space.”
Strategic Shift and Audience Reactions
The rebranding has sparked mixed reactions on social media. On the show “Morning Joe,” host Joe Scarborough described the new name as “very sporty” and suggested it reflects the network’s independence. He remarked, “What’s in a name? Whatever you put in a name.” Despite some enthusiasm, the broader strategy has been questioned, given MSNBC’s recent struggles to compete with rivals like Fox News.
Recent ratings reveal that Rachel Maddow, who now hosts her show once a week, averaged approximately 2 million viewers. In contrast, Fox News’ “The Five” averaged over 3.5 million viewers, and “Jesse Watters Primetime” attracted 3.14 million viewers. The changing dynamics have raised concerns about whether MSNBC can retain Maddow, who reportedly earns $25 million annually.
The network has reaffirmed its mission to provide breaking news and thoughtful analysis, stating it would expand its staff to further this goal. Nevertheless, some analysts have expressed doubts about the effectiveness of the rebranding strategy, especially in light of recent leadership changes within the network.
Corporate Changes and Future Direction
The name change is part of a broader restructuring for MSNBC, which has faced leadership challenges this year. In January, Rashida Jones, who led the network since 2021, stepped down. As a subsidiary of Versant, which is set to become a publicly traded company, MS NOW will join a diverse media portfolio that includes USA Network, CNBC, Oxygen, E!, Syfy, and Golf Channel, among others.
While CNBC will also undergo a rebranding with a new logo, its name will remain unchanged. According to PBS, this distinction has sparked conversations about branding strategies, with Rebecca Kutler, MSNBC President, stating in a memo, “During this time of transition, NBCUniversal decided that our brand requires a new, separate identity.”
The upcoming changes at MS NOW reflect a pivotal moment for the network, aiming to redefine its identity and mission while navigating the challenging landscape of cable news. As the rebranding unfolds, the impact on viewership and the network’s future remains to be seen.