It didn’t take long for social media to explode after MSNBC shocked audiences by rebranding itself as MS NOW on Monday.
The surprise move, which was unveiled without much warning, immediately drew criticism, memes, and plenty of incredulous reactions online.
One user on Bluesky hilariously pointed out how the new logo’s American flag icon could look like the letter “K,” joking, “This logo literally looks like it says KMS NOW.”
For context, “KMS” is internet shorthand for “kill myself,” making the observation as darkly funny as it was viral.
The New Name and Its Meaning
The new moniker, MS NOW, stands for My Source News Opinion World.
It arrived after months of executives insisting that the MSNBC name would remain untouched.
The network’s sudden decision to remove any reference to NBC left fans and industry insiders scratching their heads.
High-profile figures such as Megyn Kelly and former MSNBC anchor Keith Olbermann didn’t hold back.
Kelly tweeted a sharp quip, “MSNBC gets shivved by NBC (can’t share our respected name!)”, criticizing NBC’s attempt to protect its reputation. Olbermann, keeping it short, wrote on X, “No I’m not kidding.”
Even Joe Scarborough broke the news live on Morning Joe, further fueling the conversation.
Executives Try to Calm the Storm
Network executives tried to frame the rebrand as a positive evolution.
Mark Lazarus, CEO of the forthcoming spin-off housing MSNBC, reassured staffers that while the name would change, the network’s mission and commitment to viewers would remain the same.
Meanwhile, Rebecca Kutler, the network boss, hinted at a behind-the-scenes battle to keep NBC attached to the brand.
She explained in a memo that staffers had been working for eight months to “untether ourselves from NBC News and embrace our independence under Versant.”
Kutler highlighted the network’s growing digital presence, mentioning expansion into YouTube, TikTok, podcasts, live events, and direct-to-consumer offerings.
She emphasized that this was part of a long-term strategy to modernize the brand, not a rash decision.
Online Reaction: Memes, Jokes, and Criticism
Despite executive assurances, online reactions skewed negative.
Users were quick to mock the logo, with one calling it “one of the worst branding disasters in media history.”
Comparisons were made to outdated 1990s graphics, and some even likened the rebrand to HBO’s switch to “MAX.”
Twitter and X were filled with quips like:
- “MSNBC rolls worst name ever, asked to leave cable television.”
- “I think it should really be called BS NOW.”
- “New Name. Same Crazy.”
Even industry writers and commentators joined in, blending humor with disbelief.
Talent Speaks Out
Network personalities responded with measured optimism.
Rachel Maddow told Variety that the name change could be beneficial, allowing MSNBC to fully separate from NBC News and compete directly with its former parent.
Jesse Rodriguez, VP of Booking & Editorial, tweeted that the mission and commitment to viewers would not change.
Similarly, Colby Hall, founder of Mediaite, described MS NOW as an “elegant solution,” while Joe Flint of the Wall Street Journal was relieved that the “MS” part of the name remained.
Broader Company Changes Underway
Lazarus also revealed broader changes across the spin-off company, including combining USA Network and Golf Channel sports programming under the new brand USA Sports.
CNBC will keep its name but will adopt a new logo, while other assets like GolfNow, SyFy, Oxygen, E!, and SportsEngine will undergo updates as well.
The rebrand is part of Versant’s effort to transform a declining cable empire into a lean, digital-first media powerhouse capable of generating revenue beyond linear TV, including streaming.
Building a New Independent News Brand
MS NOW’s launch coincides with the network’s 30th anniversary and comes alongside aggressive talent recruitment.
Key hires include Jacob Soboroff, Carol Leonnig, Catherine Rampell, Jackie Alemany, and Eugene Daniels. This newsgathering team is designed to operate entirely independently of NBCU.
The Versant spin-off is slated for late 2025 to early 2026, though an exact date has yet to be announced.
For now, viewers are left to adjust to the new name, logo, and digital-first ambitions — while the internet continues to share its unfiltered reactions.
