https://variety.com/2025/tv/news/rashida-jones-msnbc-exit-rebecca-kutler-1236273898/

MSNBC will still be called "MSNBC" when the NBC Universal cable news network becomes part of the cable channel spinoff SpinCo. Jones, who has led MSNBC since February 2021, will exit and be replaced on an interim basis by Rebecca Kutler, described as "a veteran news executive with a long track record of managing talent and devising innovative programming concepts."

MSNBC will rebrand as MS NOW and drop its Peacock logo — CNBC to keep its name (https://www.wsj.com/business/media/msnbc-to-change-its-name-and-lose-the-peacock-logo-0c3e34a7#:~:text=MSNBC%20and%20some%20other%20channels,working%20on%20a%20new%20logo.)

MSNBC and some other channels that use the iconic peacock logo associated with NBCUniversal brands will also stop doing so (https://www.google.com/search?q=MSNBC+will+rebrand+as+MS+NOW+and+drop+its+Peacock+logo+%E2%80%94+CNBC+to+keep+its+name&oq=MSNBC+will+rebrand+as+MS+NOW+and+drop+its+Peacock+logo+%E2%80%94+CNBC+to+keep+its+name&gs_lcrp=EgZjaHJvbWUyBggAEEUYOdIBCjEzNjI2ajBqMTWoAgiwAgHxBYSVf71v57_E&sourceid=chrome&ie=UTF-8). CNBC will keep its name, which originally stood for Consumer News and Business Channel, and is working on a new logo.

MSNBC will rebrand as MS NOW and drop its Peacock logo — CNBC to keep its name (https://www.wsj.com/business/media/msnbc-to-change-its-name-and-lose-the-peacock-logo-0c3e34a7#:~:text=MSNBC%20and%20some%20other%20channels,working%20on%20a%20new%20logo.)

MSNBC and some other channels that use the iconic peacock logo associated with NBCUniversal brands will also stop doing so (https://www.google.com/search?q=MSNBC+will+rebrand+as+MS+NOW+and+drop+its+Peacock+logo+%E2%80%94+CNBC+to+keep+its+name&oq=MSNBC+will+rebrand+as+MS+NOW+and+drop+its+Peacock+logo+%E2%80%94+CNBC+to+keep+its+name&gs_lcrp=EgZjaHJvbWUyBggAEEUYOdIBCjEzNjI2ajBqMTWoAgiwAgHxBYSVf71v57_E&sourceid=chrome&ie=UTF-8). CNBC will keep its name, which originally stood for Consumer News and Business Channel, and is working on a new logo.

In defense of MSNBC rebranding as MS NOW: "It’s not perfect. It’s not thrilling. But it’s… smart" (https://www.mediaite.com/opinion/ms-now-a-surprisingly-elegant-rebrand/)

Defense of MSNBC rebranding as MS NOW (https://www.google.com/search?q=In+defense+of+MSNBC+rebranding+as+MS+NOW&sca_esv=63ad467223b51100&sxsrf=AE3TifO6cUh7R1qWe26_ZaxWw3xkyfe8Ow%3A1755629511093&ei=x8ekaJm-Bfal0PEPnof9qAs&ved=0ahUKEwjZvfbKxZePAxX2EjQIHZ5DH7UQ4dUDCBA&uact=5&oq=In+defense+of+MSNBC+rebranding+as+MS+NOW&gs_lp=Egxnd3Mtd2l6LXNlcnAiKEluIGRlZmVuc2Ugb2YgTVNOQkMgcmVicmFuZGluZyBhcyBNUyBOT1cyBBAjGCcyCBAAGIAEGKIEMgUQABjvBUjSCFCoBFioBHABeACQAQCYAV2gAV2qAQExuAEDyAEA-AEB-AECmAICoAJrqAINwgIHECMYJxjqAsICFBAAGIAEGJECGLQCGIoFGOoC2AEBwgIXEC4YgAQYkQIYtAIYyAMYigUY6gLYAQGYAwbxBRfW9NY7UyglugYGCAEQARgBkgcDMS4xoAeHBbIHAzAuMbgHZMIHAzItMsgHCw&sclient=gws-wiz-serp)

The decision to rebrand MSNBC as MS NOW, despite facing some criticism, can be argued as a strategic move for several key reasons, primarily driven by the network's corporate separation from NBC and its desire to forge a distinct identity in the evolving media landscape.

1. Breaking free from NBC's shadow

Distinct Identity: The rebrand allows the network to shed the NBC association and its legacy imagery, like the peacock logo, enabling it to establish a separate and independent brand identity, according to Barrett Media.

Competing Directly: As acknowledged by prominent anchor Rachel Maddow, this separation allows MS NOW to directly compete with NBC News and develop its own distinct newsgathering operations and editorial priorities, rather than relying on or being seen as an extension of NBC's efforts.

Embracing Its Strengths: The network has long been known for its opinion-driven and personality-focused programming. The rebrand provides an opportunity to lean into this strength and appeal more directly to its target audience without the need to maintain a more traditional "legacy media" image associated with NBC.


2. Adapting to a changing media environment

Responding to Erosion of Traditional TV News: The linear TV news audience is declining, with younger audiences favoring social and digital platforms for news consumption. Rebranding and emphasizing "NOW" could be seen as an effort to signal the network's commitment to staying current and relevant in this evolving landscape.

Focusing on Digital and Niche Audiences: The name change could be part of a broader strategy to scale beyond its traditional niche and attract a wider audience, potentially leveraging digital distribution and engaging with viewers on platforms where they are already consuming content.


3. Potential for future growth and branding

"My Source for News, Opinion, and the World": While the new acronym has faced mockery, the full meaning behind "MS NOW" - My Source for News, Opinion, and the World - emphasizes a comprehensive approach to news delivery and positions the network as a go-to destination for varied content.

Marketing Campaign & Consistent Editorial Focus: The network has promised a substantial marketing campaign to introduce MS NOW and reiterate its commitment to its core editorial focus, which could help in building trust and familiarity with the new brand.


In essence, the rebranding of MSNBC to MS NOW can be seen as a necessary adaptation to a changing media landscape and a strategic maneuver to differentiate the network from its former parent company, carve out a unique brand identity, and position itself for future growth and competition in a fragmented news environment.

TV has lost interest in branding (https://www.chicagotribune.com/2025/08/19/column-tv-industry-rebrand-msnbc-msnow/)

MSNBC rebranding as MS NOW and Max reverting back to HBO Max are the latest examples of how much branding has been put on the backburner in the TV industry, says Nina … Metz. "I'll never understand why the television industry has abandoned the advantages of branding," says Metz.

MSNBC-NBC News split is happening soon (https://deadline.com/2025/09/msnbc-nbc-news-split-1236547021/)

UPDATED: Two dates have been set for next month when MSNBC's split from sister network NBC News will be reflected in news coverage.

MSNBC is spending $20 million on its MS NOW rebrand marketing campaign, which includes Rachel Maddow reading the Constitution (https://www.nytimes.com/2025/11/04/business/media/msnbc-name-change-ms-now.html)

MSNBC’s Election Night coverage tonight will include a 60-second promotional spot featuring Rachel Maddow reading the preamble to the Constitution (https://www.youtube.com/watch?v=r1bbKQCKsCc), interspersed with images of network personalities in an effort to promote the MS NOW name-change, which takes place on Nov. 15. “In a new ad campaign that debuts on Tuesday, MSNBC will strive to reclaim the idea of patriotism for its left-leaning, Trump-weary audience,” says The New York Times’ Michael M. Grynbaum. “But the first order of business is to make sure those viewers — median age: 72 — keep watching the cable channel after Nov. 15, when it sheds its decades-old MSNBC identity and replaces it with a newfangled acronym, MS NOW. What’s the cost of changing two letters and adding a space? About $20 million, according to two people with knowledge of the expected expenditure on a marketing effort that will be splashed across billboards from Times Square to Los Angeles International Airport. Renaming a television network, particularly one with a fervent fan base like MSNBC, is a feat typically attempted only under duress. MS NOW came about because MSNBC’s parent company, Comcast, decided to cleave its NBCUniversal division into two distinct corporations — it’s a long story — and executives wanted ‘to avoid any potential confusion’ between the now-separated NBC News and MSNBC.” As Maddow explains to The Times, “this isn’t something that we sought, obviously.” But Maddow says she had eventually come around to having “a hook to reintroduce ourselves to people, to reintroduce ourselves to the country, and remind our viewers what it is they like about us.” She adds: “I was annoyed. And now I’m kind of happy about it.”

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When MSNBC was a Tech Network | Their Lamest Show Ever

When MSNBC launched in 1996 (https://soledadobrieninfo.blogspot.com/2015/02/29-year-old-reporter-soledad-obrien-on.html) the network was focused on technology (https://archive.nytimes.com/www.nytimes.com/library/cyber/week/040797msnbc.html). They had various (https://mrmedia.com/2007/10/soledad-obrien-the-site-msnbc-host-mr-media-interview-classic/) tech-themed (https://www.itprotoday.com/microsoft-windows/msnbc-silently-cancels-the-site-) shows including (https://www.cnet.com/tech/tech-industry/msnbc-tech-show-off-the-air/) one called (https://www.adweek.com/tvnewser/msnbc-at-10-remembering-the-site) The Site (https://en.wikipedia.org/wiki/The_Site). The show (https://historyofinformation.com/detail.php?id=4253) was weird and unfocused, and thus failed to bring in an audience. This video takes a look at it.