MSNBC, the U.S. cable news channel founded in 1996, is set to rebrand as MS NOW—short for “My Source for News, Opinion and the World”—later in 2025.

This change follows the spin-off of NBCUniversal’s cable networks into a new publicly traded company, Versant, which will house outlets such as CNBC, USA Network, Oxygen, and E!, leaving NBC and its associated broadcast and streaming services under NBCUniversal.

The rebrand will remove the familiar “NBC” label and the iconic peacock logo.

CNBC will retain its original name, although it will introduce a new logo, while other Versant properties will take on fresh visual identities.

MSNBC is currently the second most-watched cable news network and has maintained a blend of news and opinion programming.

Its rebranding reflects a separation of operations from NBC News, including distinct newsgathering and staffing strategies.

The network’s president has confirmed that its editorial mission will remain consistent despite the name change.

Versant will headquarter in Manhattan, with technical operations based in New Jersey.

The rebrand includes a national marketing push and represents a formal consolidation of independent editorial and operational control over the channel.

Earlier assurances from network leadership suggested the MSNBC brand would be retained.

The shift to MS NOW marks a notable reversal in the branding strategy tied to the new corporate structure under Versant.