MSNBC Rebrands as MS NOW After 30 Years in Major Name Change

NEW YORK CITY, New York — MSNBC will officially change its name to MS NOW on Saturday, marking the end of nearly 30 years of brand recognition. The announcement was made by Morning Joe co-host Mika Brzezinski on October 11 during MSNBC’s annual fan event at the Hammerstein Ballroom.

The network, known for its liberal-leaning news, will now operate under the acronym MS NOW, which stands for My Source for News, Opinion, and the World. The shift is aimed at refreshing the brand identity as MSNBC transitions to a new parent company, Versant, after splitting from NBCUniversal.

Network President Rebecca Kutler emphasized the importance of maintaining the MS initials due to their historical roots, stemming from its original partnership with Microsoft in the 1990s. “It is a big deal to rebrand a company after 30 years. We understand that,” Kutler said, acknowledging the challenges ahead.

Brzezinski expressed her enthusiasm for the change, assuring fans at the event, “MS Now. I love it.” However, she noted a humorous downside, saying, “We get to stay in 30 Rock, right?” Her husband, co-anchor Joe Scarborough, jokingly reminded the audience that the network had moved to a less iconic location in Times Square.

Faced with the transition, MSNBC has launched a $20 million advertising campaign to educate viewers about the name change. The ads, which aired during election night on November 4, featured the network’s prominent hosts and underscored the message: “MS NOW. Same Mission. New name.”

As the network adapts, some alumni have voiced concerns. Joy Reid, a former MSNBC star, expressed skepticism about the marketing implications of the rebranding. Meanwhile, long-time viewers participated in discussions regarding the change, with many expressing satisfaction as long as the quality of journalism remained intact.

MSNBC’s new structure has also prompted changes in its news-gathering operations. As part of the split, the network has built a new bureau in Washington, D.C., led by seasoned journalists, including Scott Matthews, previously with CNN and CNBC.

Election night marked an early test for MS NOW’s new reporting operations, which proved successful, according to executives. “We were ahead in every single one of the right places,” Kutler added, highlighting the newly established team’s effectiveness.

As MS NOW moves forward, former correspondents have made decisions about their career paths within the new structure. Jacob Soboroff, who returned to MSNBC after some time with NBC News, said he felt more authentic working with the cable network. “For me, it’s always been about connecting with real people in real places,” he stated.

While the future for MS NOW remains uncertain, the network is committed to maintaining its vision of providing trustworthy news and analysis.