Get ready for a new name on your TV screen! MSNBC officially transitions to Ms Now this month, marking a significant shift for the cable news giant. We're breaking down everything you need to know about this bold move, from its origins to what it means for your favorite shows.
TL;DR: The Quick Scoop on MS NOW's Big Debut
- MSNBC officially rebrands to MS NOW (My Source for News, Opinion, and the World) on November 15.
- The change is part of a larger corporate spin-off, with MSNBC's parent company, Comcast, separating its cable networks into a new entity called Versant.
- Viewers can expect the same trusted hosts and programming, with new state-of-the-art studios and an expanded newsgathering operation.
Unpacking the Reason Behind the Name Change: A Corporate Spinoff
Imagine your favorite band suddenly changing its name, even though the members and their music stay the same. That's a bit like what's happening with MSNBC. Starting November 15, the network you've known for nearly 30 years as MSNBC will officially become MS NOW. But why the big shake-up?
The core reason isn't about changing what the network delivers, but rather a corporate restructuring. Back in November 2024, NBCUniversal announced that most of its cable networks, including MSNBC, would be spun off into a new publicly traded company named Versant. Comcast, the previous parent company, wanted to distance these progressive networks from the NBC News brand to avoid any potential confusion, especially since NBCUniversal would retain its iconic peacock symbol. This move effectively untethers MS NOW, allowing it to "chart its own path forward," as Versant CEO Mark Lazarus noted. Source: [nj.com, "MSNBC has split from NBC News and Comcast," November 4, 2025]
For those who remember, the "MS" in MSNBC originally stood for Microsoft, part of a joint venture with NBC News back in 1996. Microsoft divested its stake years ago, but the name stuck. Now, the new name, MS NOW, is an acronym for "My Source for News, Opinion, and the World."
"Same Mission. New Name.": The Heart of the MS NOW Identity
While the name is changing, the network is keen to emphasize that its core mission and values remain steadfast. Their tagline, prominently featured in new advertising campaigns, is "Same Mission. New Name." This isn't just a catchy phrase; it's a reassurance to loyal viewers that the journalism they trust won't be altered.
Even prominent anchor Rachel Maddow, who initially told The New York Times she was "annoyed" by the name change, has come around. She now views it as "a chance to reintroduce ourselves to people, to reintroduce ourselves to the country, and remind our viewers what it is they like about us." Source: [nj.com, "MSNBC has split from NBC News and Comcast," November 4, 2025]
“A big change is coming to this network. Not in the kind of stories we tell and our values and our commitment to the proud and the free and the brave. No, the big change, the only change, is our name. Same mission. New name.”
— Rachel Maddow, MSNBC Anchor (Source: Deadline, "MSNBC Begins 'MS NOW' Rebrand, Breaks New Spots," November 4, 2025)
A Multi-Million Dollar Campaign to Introduce the New Brand to the Nation
You can't just change a major network's name without telling anyone! To smooth the transition, Versant has launched a multimillion-dollar advertising blitz, reportedly spending around $20 million on marketing efforts. Source: [The Hollywood Reporter, "MSNBC Launches âWe the Peopleâ Ad Campaign to Debut Ms Now Brand Name," November 4, 2025]
The national marketing campaign, aptly titled "We the People," debuted during the network's Tuesday night special election coverage. It features two distinct 60-second spots: one with Rachel Maddow dramatically reading the preamble to the U.S. Constitution over patriotic images, and another showcasing the late American poet Dr. Maya Angelou reciting her "Human Family" poem. Both ads intertwine these powerful messages with vignettes of everyday American life and appearances by MS NOW journalists like Lawrence O’Donnell, Joe Scarborough, Jen Psaki, and Chris Hayes, reinforcing a sense of shared community and purpose.
This extensive campaign covers online, video, social media, broadcast, cable, streaming, major print, and prominent out-of-home placements, ensuring that "MS NOW" becomes a familiar name across the country.
Introducing State-of-the-Art Studios and Expanded Global News Coverage
The rebrand isn't just about a name; it's also about a new physical home. MS NOW has unveiled three new, cutting-edge studios located at Versant's temporary headquarters in Times Square, New York City. These impressive facilities, including a virtual reality studio, were constructed and completed for broadcast in just three months. They're designed to support over 120 hours of live programming weekly, featuring more than 300 light fixtures and over 1,782 square feet of LED displays – that's 2,648 individual LED modules, which if stretched out, would cover seven football fields! Source: [NCS, "MS NOW previews Times Square broadcast facility ahead of NBC split," November 5, 2025]
The virtual reality studio is particularly advanced, boasting a custom 1.6 mm LED video wall capable of 240 Hz operation and over 60 million pixels. This technology, combined with camera tracking, allows for real-time shifts in content perspective based on camera movement, creating a highly realistic viewing experience. Beyond the main studios, the facility also includes two control rooms, a dedicated podcast studio, and a newsroom equipped with a 360-degree flash cam for on-air hits.
To further bolster its newsgathering capabilities, MS NOW has established a new Washington, D.C., bureau near the U.S. Capitol for its D.C.-based programming and has signed a multi-year deal with Sky News to bring its global reporting to U.S. audiences. This move signifies MS NOW’s ambition to operate as a fully independent, comprehensive news organization.
But Is It a Good Idea to Change a Legacy Brand? Experts Weigh In
Changing the name of a decades-old media institution is a bold move, and it comes with inherent risks and varied opinions. Branding experts are split on whether MS NOW will be a success, highlighting both the opportunities and potential pitfalls.
One major concern is the loss of brand equity. Scott Baradell, author of "Trust Signals: Brand Building in a Post-Truth World," points out that shedding the "NBC" brand and its iconic peacock logo, which have been around for 100 years, will "certainly hurt." The NBC brand is one of the best-known names in news, and disconnecting from it means losing decades of established trust and recognition. While the "MS" portion attempts to create continuity, he admits it's a "very thin thread to hang onto." Source: [Fox News Digital, "MSNBC'S 'RISKY' REBRAND TO MS NOW GETS RUDE WELCOME FROM SOCIAL MEDIA," November 5, 2025]
Another limitation voiced by critics centers on the new name itself. A former NBC News executive bluntly called "MS NOW" a "terrible mess," suggesting it sounds like a network for people with multiple sclerosis. Johns Hopkins University professor Michael D. Cohen, Ph.D., a branding expert, was equally critical, stating that the rebrand "fails on all three counts" for what a good rebrand needs: a customer-focused reason, a clear point, and an upgrade. He feels it's "soulless," driven by internal corporate needs rather than audience demand, and "qualitatively worse" than MSNBC. Source: [Fox News Digital, "MSNBC'S 'RISKY' REBRAND TO MS NOW GETS RUDE WELCOME FROM SOCIAL MEDIA," November 5, 2025]
However, some see the potential upside. Public relations guru Blair Huddy is more optimistic, believing the change "won't hurt the brand" but is instead "an effort to save the brand" by reaching a younger demographic like millennials and Gen Z. The new branding, he suggests, might better reflect this desired audience. Jordan Lee of The PR Group believes the network will need to "ride the star power of Maddow and 'Morning Joe'" to prevent viewers from drifting, especially as casual viewers might initially be confused. Ultimately, the success will hinge on how quickly viewers embrace the new identity. Source: [Fox News Digital, "MSNBC'S 'RISKY' REBRAND TO MS NOW GETS RUDE WELCOME FROM SOCIAL MEDIA," November 5, 2025]
Understanding the Recent Ratings Context for the Network
The rebrand arrives at an interesting time for the network. October 2025 wasn't a stellar month for MSNBC in its final stretch under the old name. It averaged only 45,000 total day viewers among adults ages 25-54, marking its lowest-rated October since 1997. Primetime viewership also saw a significant drop, shedding 41% of total viewers and 54% of its key demo audience compared to October 2024. Source: [Fox News Digital, "MSNBC'S 'RISKY' REBRAND TO MS NOW GETS RUDE WELCOME FROM SOCIAL MEDIA," November 5, 2025]
However, there was a recent bright spot: the network saw a ratings boost on Tuesday night, November 4, when Democrats secured decisive victories in Virginia, New Jersey, and New York City. This suggests that while overall numbers might have been down, the network continues to draw significant attention during major political events, aligning with its "Same Mission" promise.
MS NOW's Commitment to Journalism: Upholding Core Principles
In a detailed memo to staff, MS NOW President Rebecca Kutler outlined ten core principles that will guide the network's journalists, reinforcing its commitment to ethical and impactful reporting. These principles cover everything from integrity and accuracy to transparency and independence. The network stresses that it aims for 100% accuracy, promptly correcting any errors, and reporting with an open mind.
Notably, the guidelines also address emerging technologies, stating that MS NOW will use generative AI when it can improve journalism, but will "not publish content created solely by AI" and will "disclose any public-facing use of AI." This forward-thinking approach aims to ensure trustworthiness in an evolving media landscape. Source: [tvinsider.com, "MSNBC Reveals Date When It Will Change to MS NOW," October 27, 2025]
Example: Navigating the New Channels in Your Living Room
Let's say it's November 16th, and you settle onto your couch, remote in hand, ready to catch "Morning Joe." You instinctively say "MSNBC" into your voice remote, but it doesn't respond as quickly as usual. Don't worry! The good news is that both "MSNBC" and "MS NOW" commands should still work on most voice remotes. If your app on your smart TV or phone updates automatically, you'll simply see the new MS NOW logo. For DVR users, it's a good idea to quickly check your recording settings to make sure your favorite shows are still lined up under the new name, though for many, it will be a seamless transition.
Practical Takeaways: What This Means for Your Viewing Experience
- No Channel Changes: Your MS NOW channel number on Xfinity/Comcast, Spectrum/Charter, Verizon Fios, and DIRECTV will remain exactly the same.
- Same Shows, Same Times: Popular programs like "Morning Joe," "The Rachel Maddow Show," and "The Last Word with Lawrence O’Donnell" will continue in their usual time slots.
- Streaming Stays Put: You'll still find MS NOW on your favorite streaming platforms, including YouTube TV, Hulu + Live TV, Fubo, and Sling TV.
- App Updates: Mobile and connected TV apps for MSNBC will automatically update to the new MS NOW app, simplifying your access.
- Newsletter Name Change: The main daily newsletter will shift from "MSNBC Daily" to "MS NOW Daily," so keep an eye out for that in your inbox.
Get ready for a fresh look! MSNBC is officially rebranding to MS NOW on November 15, 2025. Discover what's changing, why, and what stays the same for your favorite news shows.
Sources
- Fox News Digital, "MSNBC'S 'RISKY' REBRAND TO MS NOW GETS RUDE WELCOME FROM SOCIAL MEDIA," November 5, 2025.
- nj.com, "MSNBC has split from NBC News and Comcast," November 4, 2025.
- NCS, "MS NOW previews Times Square broadcast facility ahead of NBC split," November 5, 2025.
- The Hollywood Reporter, "MSNBC Launches âWe the Peopleâ Ad Campaign to Debut Ms Now Brand Name," November 4, 2025.
- tvinsider.com, "MSNBC Reveals Date When It Will Change to MS NOW," October 27, 2025.