MSNBC to Change Name Amid Corporate Spinoff
On Monday, MSNBC’s decision to change its name drew sharp criticism, with many likening it to failed software products and charity events. This move marks a significant step as the network distances itself from NBCUniversal, part of Comcast’s restructuring efforts.
The new name is set to be “My Source News Opinion World,” or, more succinctly, “MS Now.”
This name shift aligns with the network’s broader strategy to establish its own identity separate from NBC. Josh Billinson from Semafor quipped that the new name sounds like a poorly received Windows operating system from the early 2000s, which didn’t quite catch on with users.
The restructuring involves the formation of a new Comcast spinoff company called Versant, which will also encompass other NBC brands like CNBC and Oxygen. While CNBC retains its name, it will see a new logo introduced.
Moving forward, NBCUniversal News Group’s focus will narrow to include NBC News, NBC News Now Streaming Service, Telemundo, and certain local channels.
Critics have not missed a beat. Kyle Smith from the Wall Street Journal found the name to evoke associations with fundraising for multiple sclerosis. Meanwhile, John Cassidy of The New Yorker humorously suggested he would observe cost recommendations from consultants.
Mark Lazarus, the head of Versant, mentioned efforts to minimize “brand disruption” during this transition. He noted the intention to embrace political figures from both sides of the aisle to cater to a broad audience.
Rich Lowry from National Review jested that despite the name change, MSNBC’s reputation would likely remain unchanged. He sarcastically emphasized how many had invested in consultants for this rebranding effort. Keith Olbermann, a former MSNBC host, lightheartedly ridiculed the network for opting for a name that he feels lacks innovation.
In response, MSNBC’s Vice President Jesse Rodriguez affirmed that the network’s mission and commitment to its audience would endure unchanged. Richard Hudock, the Senior Vice President of Communications, remarked that while change is daunting, it encourages flexibility and adaptability.
Anthony Coley, a contributor at MSNBC, echoed support for the name change, emphasizing the absence of a corporate relationship with Microsoft or NBC as a driving factor.
On the morning show “Morning Joe,” co-host Joe Scarborough expressed enthusiasm about the opportunities this change may bring. He noted that after working for a large corporate entity, the push for entrepreneurial thinking is refreshing.
Rachel Maddow acknowledged the timing of the name change, suggesting it offers a clearer distinction in the market where MSNBC competes with NBC News. She expressed optimism about the potential of operating as an independent news organization around the clock because of the spinoff.
