MSNBC, known for its progressive hosts like Rachel Maddow, recently announced a name change to MS. The reaction was swift and harsh, likened to the infamous New Coke debacle. Many on social media mocked the new acronym, suggesting it was poorly thought out and indicating that the network’s viewership might be dwindling.
Some users even dubbed it “BS Now,” reflecting a lack of faith in the channel’s future. This shift comes as part of a larger rebranding effort by its parent company, Comcast, which is overseeing a spin-off that will see MS become part of a new company named Versant. This change means no more ties to NBC or its iconic peacock logo.
A former media executive was quoted as saying those responsible for the new name might need a reality check. There’s a bit of confusion surrounding the branding, with a joke floating around about the name evoking “Martin Scorsese ‘n’ Olivia Wilde.”
Interestingly, the domain for MS Now is currently occupied by a site about electric snowmobiles, adding to the absurdity of the rebranding. Another related domain redirects users to a food service site, which isn’t ideal for a news network.
MSNBC has not yet commented on the backlash. However, there was some assurance from NBCUniversal’s Mark Lazarus, who is set to take on a leading role at Versant. During a staff meeting, he noted that changing the network’s name was not in the plans, despite discussions about potential rebranding.
An insider shared concerns that rebranding in such a significant way could undermine employee trust in future leadership. Many online criticized the brand change, stating it may go down in history as a major misstep. The new logo has been described as resembling something from 1998 and appears far from the expectations for a professional news outlet.
Conservative activist Robbie Starbuck weighed in as well, criticizing the decision. Meanwhile, MSNBC’s President Rebecca Kutler promised a large marketing push for the rebranding, addressing internal worries by emphasizing the need for distinct branding during the transition, distancing the network from its parent company.
For the past several months, MSNBC has been working to establish its own identity separate from NBCUniversal, hiring numerous journalists from various reputable news organizations. They state that for the time being, the network will continue to operate under the MSNBC name as they complete this process.
