MSNBC’s Shift to MS Now Draws Mixed Reactions
Amid transitions, MSNBC employees harbor a “cautiously optimistic” outlook about the network’s future after parting ways with NBC News. However, the introduction of its new name—MS Now, which stands for “my news, opinions, and world sources”—has not been overwhelmingly positive.
On Monday, MSNBC officially announced the rebranding. Some employees noted a humorous take when one joked about the name, suggesting it could get associated with MS-13.
Last year, Comcast revealed that MSNBC would be spun off to a new entity named Versant, which will also oversee channels like CNBC and E! Meanwhile, NBCUniversal retains control over NBC News.
Some staff expressed confusion regarding the new name, questioning its coherence. One insider remarked, “If we were to change our name, it should be something meaningful, not this.” They emphasized that “news” and “opinions” are conventional elements in journalism, and that world events ideally fall under those categories.
Additionally, they pointed out the historical connection of “MS” with Microsoft, which was formerly linked to NBC—it seems that’s less relevant now. There’s a prevalent concern about how decisions like this will shape the network’s future branding.
Another insider mentioned that while having similar initials could help maintain connections with loyal audiences, the current choice feels imperfect. A suggestion to re-evaluate the name was also noted.
Interestingly, Trump’s critiques of MSNBC’s new name sparked some discussions, but overall, staff seem to feel more hopeful about the split from NBC.
With the changing dynamics in media, especially traditional outlets, one insider reflected that this could be a moment to embrace a new independent spirit. They acknowledged the challenges previously faced under NBC’s corporate structure, which had created bureaucratic hurdles.
A significant concern is the prediction that MS would struggle initially to establish itself, particularly in news collection. There’s an understanding that while mornings might be tough, the primetime slots generally fare better with guest contributors.
The ongoing shift also involves a notable physical relocation; MSNBC will leave its long-time home at Rockefeller Center in New York to set up near NBC’s Washington, D.C. location.
Overall, MSNBC staff recognize their challenging position in a hostile political climate, which they believe gives them a unique edge. Yet, lingering questions about future leadership and direction remain, especially regarding the balance of content and perspectives moving forward.
While assurances have been communicated internally that the network’s commitment won’t change despite its new name, many staff members are still grappling with the broader implications of this transformation.
