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Whenever someone passes away, we offer our condolences. But what do we do when a network feels like it’s fading? MSNBC is embarking on a rebranding journey, now referring to itself as “MS NOW” set to launch on November 15. It’s somewhat akin to a transformation, as per the New York Times, and the rebranding effort is coming at a cost of $20 million. Still, the station’s brand of leftist rhetoric is apparently here to stay. Rachel Maddow, one of the well-known anchors, reassured viewers by stating, “We’re not going anywhere and we’re not changing anything except our name.”
That’s the official line, but they’re kicking things off with a flag-waving rebranding ad introduced by Maddow. The ad features her reciting the preamble to the Constitution, which some might liken to a version of “Schoolhouse Rock.” As she reads, visuals of masked protesters flash on the screen, mixed with clips of the MS NOW team.
The Times highlighted a remark from Rebecca Cutler, who will soon lead MS NOW (which stands for “News, Opinion, World Source”). She expressed a hopeful outlook, saying, “When I look at the ad, I feel hope, community, unity, and everything I think about what it means to be an American citizen in this moment.” And as if that weren’t enough, they’ve also got plans for an ad featuring Martin Sheen, known for portraying President Jed Bartlet on “The West Wing.”
Staff at MSNBC are divided about the new name but feeling ‘cautiously optimistic’ about the future of the liberal network.
On another note, next year marks the network’s 30th anniversary, which feels significant, yet they seem to be experiencing a midlife crisis. It’s hard not to recall how MSNBC has often taken a strong stance against conservatives, with everything from Hitler comparisons to claims of authoritarianism being tossed around. Some of the network’s history includes notable figures like Keith Olbermann, Joy Reid, and Jim Acosta. You could say it’s a place where former NBC anchor Brian Williams landed after admitting to lying about a sniper attack.
Revisiting nearly three decades of broadcasting doesn’t quite capture it all, so here are five standout moments that are certainly unforgettable.
1. Celebrating Obama: The media’s adoration for Barack Obama as both candidate and president was nearly overwhelming. Chris Matthews, MSNBC host, famously once remarked about a speech from Obama, noting, “I felt a tingle go down my leg. I mean, that doesn’t happen often.”
This quote encapsulated the media’s affection for the first African American president, with news outlets showcasing perfectly lit photos that exuded a halo effect. The word “thrill” became a staple expression of that admiration, and Matthews’ quote stuck around like an unforgettable line from a classic film.
2. The Olbermann Factor: While Keith Olbermann’s time hosting “Countdown” is memorable for many reasons, his vitriolic commentary marked a peak moment for the network. He had a reputation for being rather harsh against his adversaries, which included a considerable portion of the population. His infamous attack on Rush Limbaugh in 2010 had plenty of people seething, as he blamed him for the Oklahoma City bombing and labelled him “the worst person in the world.” The fallout from that remains significant, with Olbermann later becoming better known for his comedic impersonations than for journalistic integrity.
3. Morning Joe’s Defense of Biden: Just as Matthews’ comments epitomized the Obama era, Joe Scarborough from “Morning Joe” seemed to define the Biden presidency. There was consensus that Biden’s cognitive abilities were in question, yet Scarborough sprang to his defense, declaring the president more persuasive than people realized. In a notably odd commentary, he claimed, “This version of Biden is the best Biden ever, intellectually and analytically,” only to later suggest he had underestimated him. While he offered an apology, the damage was already done.
4. Disdain for Charlie Kirk: The left’s animosity towards Charlie Kirk was palpable, with remarks so inflammatory that they cost MSNBC analyst Matthew Dowd his position. Dowd described Kirk as “one of the most divisive people,” alluding to the “hate speech” he perceived him to promote. Following a backlash, Dowd issued an apology, reflecting the network’s struggle with its mission.
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It got that out of hand that Cutler had to step in with an apology, worrying, “If we lose MSNBC…”
5. Joy Reid’s Outbursts: Joy Reid has certainly made headlines over the years, known for polarizing comments. She once likened the “American evangelical right-wing movement” to something akin to the “American Taliban,” expressing a reluctance to celebrate July 4th over fears of guns proliferating in the country. In a particularly pointed critique during 2024, she compared Trump to cult leaders, suggesting that his approach mirrored figures like David Koresh, complete with all the dramatic imagery that comparison brings.
In short, while some may not miss MSNBC, it does provide a certain brand of comic relief. With the shift to MS NOW, it seems the saga will continue.
