MSNBC’s name is being replaced, but its leaders insist that its mission will remain the same
MSNBC is rebranding as MS NOW, which stands for My Source for News, Opinion and the World, following its separation from NBC News as part of Comcast's plan to spin off several cable networks. Network president Rebecca Kutler assures viewers that the mission remains unchanged despite the new name, aiming to enhance flexibility and innovation akin to a startup, while retaining its liberal focus and key personalities. However, the network faces declining viewership, down 29% from the previous year, amidst a challenging media landscape. MS NOW is set to spend $20 million on marketing efforts to promote its new identity and capitalize on its distinct political viewpoint moving forward.
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The rebranding to MS NOW is effective November 15, 2025, marked by a significant marketing campaign to inform viewers about the change.
The separation from NBC News allows MS NOW to forge its own deals, including partnerships with Sky News and AccuWeather, enhancing its reporting capabilities.
MS NOW has a reduced average audience of 1.17 million viewers, a 29% drop linked to dissatisfaction with recent presidential election outcomes.
Despite the decline, MS NOW still boasts double the viewership of CNN, which also faced a similar decrease, indicating a competitive but challenging landscape.
The network's new office, formerly The New York Times' headquarters, is equipped with advanced technology, emphasizing its fresh start.
Staff members like Jacob Soboroff and Rosa Flores have joined MS NOW, attracted by opportunities to innovate and explore diverse reporting beyond their previous roles.
The transition is framed by both nostalgia and optimism, as hosts reflect on their time at NBC while expressing excitement for new ventures.