Why MS NOW? What the MSNBC name change means for viewers

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This Saturday, MSNBC, the cable news channel owned by NBCUniversal, will change its name to MS NOW. This rebranding might surprise many of its regular viewers.

That’s why every host on MSNBC has been repeating the same idea in their advertisements, shows, and interviews about the network’s new name. They’re assuring viewers that they’re staying put and nothing is changing.

I was listening to Joe Scarborough talk recently, and he was explaining how things will stay pretty much the same on MSNBC. He said ‘Morning Joe’ will still be ‘Morning Joe,’ and all the other hosts – Chris Hayes, Rachel Maddow, and Lawrence O’Donnell – will all continue being themselves, which is good to hear!

“We’re just going to keep doing what we do,” added Scarborough’s wife and co-host, Mika Brzezinski.

Although we aren’t making any changes to the programming, this rebranding will be a good test. It’s increasingly hard to build brand recognition today because the media landscape is so fragmented. MSNBC is a good example – they maintained their name for 29 years, even after Microsoft no longer had ownership.

MSNBC—standing for “My Source for News, Opinion and the World”—is becoming an independent company called Versant. Comcast, its parent company, announced this change last year because it wants to separate its faster-growing businesses from the struggling cable TV market, which was negatively impacting its stock. Versant, which also owns networks like CNBC, USA Network, and others, will begin trading as a separate company in January.

When MSNBC got new owners, it split from NBC News, which had run the network since it began in 1996. While the new leaders at Versant originally planned to keep the MSNBC name, NBCUniversal decided it didn’t want its brand associated with a channel it no longer oversaw.

Leaders at Versant may be anxious when they first see viewership numbers after changing the company’s name. However, Julie Doughty, a naming expert at the brand consulting firm Landor, thinks most people will adjust to the new name without much difficulty.

Doughty believes the company was worried about damaging the recognition they’d established and losing the credibility associated with the NBC brand. The new name is very similar to the old one – it has the same length, and still begins with ‘MS,’ which will be familiar to customers who already use that shortened version.

Hollywood Inc.

Networks are accentuating the positive as they roll out their new businesses.

Doughty believes the key to success will be maintaining quality journalism. He questions whether the source can consistently meet high standards and remain a trusted news provider.

The network successfully handled its first major challenge as an independent news source by covering the November 4th elections. Democrats performed well, and California voters approved the plan to redraw congressional district lines.

According to Nielsen ratings, MSNBC had a strong night, significantly outperforming CNN and coming in just behind Fox News, which continues to be the most-watched cable news channel.

As a huge news fan, I’m glad to hear that MS NOW is still focused on live, breaking news. They’re keeping their own team in Washington, which is vital, and partnering with Sky News for international stories and AccuWeather for, well, the weather! What’s really exciting, though, is that some fantastic NBC News journalists – people like Vaughn Hillyard covering the White House, Ken Dilanian on justice and intelligence, and Jacob Soboroff reporting nationally – have joined MS NOW because they believe it will give them more room to do in-depth, comprehensive reporting. That’s a really promising sign for the future of the channel.

According to Joe Scarborough, many of NBC’s top journalists are even more upset about recent changes than he is. He explained that their opportunity to share their reporting has been significantly reduced – from a 30-minute segment on ‘Morning Joe’ to just 35 seconds on a show, or possibly a brief clip on ‘NBC Nightly News.’

I’ve noticed the network is really pushing its on-air personalities lately. It feels like they’re not just commentators anymore, but more like figureheads for different sides of the political spectrum – almost like people have chosen ‘teams’ to root for, and these personalities are their leaders. It’s a strange dynamic, especially with how divided things are right now.

I was really struck when I joined MSNBC a few years ago by how connected the network is with its viewers. It’s amazing – people are watching for a full eight hours a week! That really shows how much they value what we do. I remember Rebecca Kutler, the network president, mentioning this at a recent event held at our new offices – the space used to be the New York Times building, right in Midtown Manhattan.

Steve Kornacki is the sole on-air personality from MSNBC who has decided to also work with NBC News. Willie Geist will continue hosting “Sunday Today” while also appearing on “Morning Joe.”

MSNBC hosts feel that being independent – not owned by a large corporation – will be an advantage right now. Many news organizations and their owners are worried about potential business consequences from President Trump if they publish stories he disagrees with.

During a recent MSNBC event in New York City, Rachel Maddow energized the audience by emphasizing the network’s freedom from outside influence. She described MSNBC as a positive and safe work environment, free from the pressures of politically motivated attacks funded by wealthy individuals.

The comment alluded to Bari Weiss, who runs the website The Free Press, known for its opposition to “woke” ideology. Weiss was recently appointed editor in chief of CBS News, and is reportedly favored by David Ellison, the CEO of CBS’s parent company, Paramount.

Mika Brzezinski and Joe Scarborough have observed that their supporters seem more enthusiastic and energetic in their greetings since Donald Trump resumed his presidency.

Scarborough noticed that people often react warmly when they encounter him and his colleagues, offering longer hugs and expressing extra gratitude. They frequently inquire about whether things are going to improve.

Scarborough explained that the company’s new structure will give on-air personalities more chances to pursue projects like newsletters, podcasts, and live events, fostering a more entrepreneurial environment.

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2025-11-14 14:02