MSNBC to MS NOW? Cable News Channel Announces 'Confusing' Rebrand Following NBC Divorce

In a sweeping brand shift tied to Comcast's plan to spin off most NBCUniversal cable networks, MSNBC will adopt a new name—MS NOW, short for 'My Source News Opinion World'—and shed the iconic peacock later this year.

The move places the channel inside a new, publicly traded company called Versant, separating it from NBC News and other NBCU assets.

This latest rebranding has been met with mixed reactions from the media industry, particularly since it will eliminate the iconic peacock symbolism, which has been a part of NBCUniversal's legacy brand in its news offerings.

What's In This Rebrand?

The rebrand, undertaken by Versant — the newly formed publicly traded company formed by Comcast — highlights the company's focus on shaping its unique identity and future vision, while also establishing a strong foundation for ongoing growth and long-term success, CEO Mark Lazarus wrote in a staff memo on Monday morning.

'The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family,' Lazarus said. 'This allows us to charge our path forward, create distinct brand identities, and establish an independent news organisation following the spin.'

Meanwhile, MSNBC President Rebecca Kutler stated that the network will maintain its current editorial approach while expanding its independent newsgathering operation, which will function separately from NBC News.

'While our name will be changing, who we are and what we do will not,' Kutler said in an internal memo. 'Our commitment to our work and our audiences will not waiver from what the brand promise has been for three decades.'

Industry Reacts to Rebranding

Following the rollout of the rebrand, many observers in the media industry are left wondering about the purpose of the rebrand, with Variety describing the rollout as causing 'derision, confusion' in the industry.

Semafor's Josh Billinson posted on X (Twitter), describing the rebrand as being similar to a 'short-lived Windows operating system'.

Meanwhile, Russell Drew, who calls himself a "political junkie," criticised the MS Now logo, arguing that it 'resembles something from a bargain computer in 1998 rather than a credible news network.'

On the other hand, Washington Post media reporter Scott Nover likened the rebrand to Warner Bros. Discovery's hasty rebrand of HBO Max to Max and then back to HBO Max.

How's NBCUniversal Doing?

Comcast's stock remains relatively steady in the wake of MSNBC's rebrand to 'MS NOW,' trading at approximately $33.42 (£24.73), nearly unchanged from recent levels. The cable giant saw a 1.67% gain on August 15, though shares are still over 26% below their 52-week high of $45.31 (£33.53).

Strong Q2 earnings—highlighted by robust Peacock streaming growth and better-than-expected wireless ads—initially drove a boost, though gains moderated to around +3% post-report. With the spin-off of MSNBC and other networks into the newly formed Versant, analysts estimate that Comcast could see an upside of up to 20–36%, as rebranding efforts may signal renewed strategic clarity.

Rebrand Rollout Following Successful Q2?

The cable news channel's parent company, Comcast, showcased resilience in its news and content operations, with the 'Content & Experiences' segment—encompassing media, studios, and theme parks—delivering a 5.6% year-over-year revenue boost to approximately $10.6 billion (£7.85 billion).

Within that, the media subsegment—including NBCUniversal's news networks and streaming platforms—saw revenue climb about 1.8% to $6.44 billion (£4.77 billion). Peacock, the company's streaming service, stood out with an 18% revenue increase to roughly $1.2 billion (~£890 million) and subscriber growth to 41 million.

Taken together, Comcast's steady stock performance, stronger-than-expected earnings, and the sweeping rebrand of MSNBC into MS NOW reflect a company at a crossroads—balancing near-term market scepticism with long-term bets on content and independence.

While investors remain cautious, particularly with shares still well below last year's highs, the spin-off of its news assets into Versant Media Group signals a sharper strategic vision.