In a surprising shake-up, MSNBC has officially changed its name to MSNOW, a move that has sparked confusion, memes, and even some harsh jokes online.
The rebrand comes as the network moves to distance itself from its longtime parent company, NBCUniversal, and chart a new, independent path.
NBC Pushes for Separation
According to new reports, the decision to rebrand was not voluntary.
Top executives at NBC and NBCUniversal reportedly made it clear that they no longer wanted any formal affiliation with MSNBC.
This directive left network leadership, including MSNBC president Rebecca Kutler and Mark Lazarus, with little choice but to reinvent the brand.
Interestingly, while NBC executives sought to distance themselves from MSNBC, they were happy to maintain the CNBC brand, showing a selective approach to branding control across their media properties.
The Strategy Behind MSNOW
Kutler and Lazarus have tried to frame the rebrand positively, calling it an “opportunity to chart our own path forward.”
Keeping the familiar “MS” in the name was seen as a way to preserve continuity for viewers, minimizing confusion for those accustomed to scrolling the channel guide or tuning in to favorite shows.
MSNOW is set to debut on screens later this year in a stylized new form, kicking off what the network describes as a bold, independent era.
Internal Messaging and Vision
In an internal memo, Kutler emphasized the network’s commitment to breaking news and opinion journalism, rooted in factual reporting.
She acknowledged that the change would be difficult for employees who have dedicated years or even decades to MSNBC.
“This was not a decision that was made quickly or without significant debate,” Kutler wrote.
She explained that over the last eight months, the network has been preparing to operate independently under its new parent company, Versant, hiring dozens of reporters and newsroom leaders, and recruiting for nearly 100 additional roles.
Expanding Beyond Traditional TV
The rebrand also signals a push into non-linear media.
Kutler highlighted the network’s growing success across YouTube, TikTok, audio platforms, digital content, live events, and a direct-to-consumer product.
The goal, she said, is to make MSNOW a nimble, modern news organization that thrives both on traditional screens and online platforms.
What About the Stars?
Despite the shake-up, some familiar faces will remain.
Rachel Maddow appears poised to stay MSNOW’s top star, maintaining her influential position on the network.
Meanwhile, longtime host Joy Reid was ousted earlier this year, signaling a shift in the network’s on-air lineup alongside the corporate changes.
Entering a New Era
As MSNOW prepares to celebrate its 30th year, the network is embracing a fully independent news-gathering operation.
Whether audiences will embrace the new name and vision remains to be seen, but one thing is clear: MSNOW is staking its claim as a distinct, self-contained media entity, no longer tethered to NBC’s shadow.
