MSNBC Rebrands as “MS Now”

MSNBC is changing its name to “MS Now,” which might not be the most emotional farewell for many. The New York Times put it succinctly: “Goodbye, msnbc. Hello, ms now.” It seems the network is trying to shed its ties to the more traditional news model and adopt something that feels, um, fresher? Or perhaps just more narrowly focused.

According to MSNBC president Rebecca Kutler, the rebranding raises the question of what the network will represent moving forward. Some might say it’s akin to giving a new name to the Titanic. Yes, the ship has a history of hitting icebergs, but hey, at least it has a new label now.

The backlash was almost immediate. The Times jokingly noted that the network’s makeover was good for some laughs. And indeed, “MS Now” appears to be a part of a larger corporate reshuffle within Comcast. This shift aims to detach from the long-held associations with MSDNC while adopting a slogan that reads almost like corporate jargon: “news, opinions, my source of information in the world.”

Interestingly, while CNBC will keep its well-established name, the initials apparently have a different meaning now. This rebranding effort seems to reflect a desire to, at least superficially, reestablish a brand identity free from past controversies.

But let’s be real. Many people still associate MSNBC with a long string of corporate failings. The network’s legacy of controversial statements hasn’t just vanished with a name change. It’s still the same platform that, for years, drew parallels between President Donald Trump and some of history’s most infamous figures, while its hosts made extreme allegations that would raise eyebrows anywhere else.

You’ve got hosts like Tiffany Cross, who have made bold claims about the government’s actions, and there’s Rachel Maddow, the network’s most recognized face, cautioning viewers about an impending dictatorship. Meanwhile, Joe Scarborough once delivered an almost surreal take on Joe Biden that left many shaking their heads.

Nicole Wallace didn’t hold back either, criticizing Trump for trying to broker peace deals in Ukraine. The rhetoric hasn’t softened; if anything, it seems to maintain a sharp edge that keeps viewers on their toes.

Perhaps what’s most telling is that, despite the rebranding, MSNBC’s legacy remains. There’s a collection of outrageous quotes dating back years that have earned them a spot on various lists of the most absurd statements in media history.

It’s difficult to ignore the fact that this rebranding didn’t come from a place of strength; the numbers suggest they’ve been struggling. According to reports, MSNBC saw an average of 821,000 viewers recently—a figure that, while decent in comparison to CNN, still leaves much to be desired. The network began as a collaboration between Microsoft and NBC, but that identity seems lost in the conversation around pronouns and political correctness.

Now with “MS Now,” one could question whether they’re truly embarking on a new journey or just spinning their wheels in the mud. Maybe a fresh coat of paint isn’t what they really need? Perhaps it’s more about revisiting their core mission. They might even consider registering something like Titanic.com—it feels fitting, doesn’t it?