Comcast has rebranded MSNBC to “MS Now,” which stands for “news, opinions, my sources of the world,” and has also discarded the iconic peacock logo as part of this transition.
This change, announced on Monday, is part of Comcast’s strategy to distance the progressive cable news channel from NBC News and other entities, aiming to spin off its linear cable properties by the end of the year.
Mark Lazarus, CEO of Versant—a new company created by Comcast to manage this spin-off—explained in a memo shared with Hill that Peacock is closely associated with NBCUniversal and will remain with the NBCU family.
“This represents a chance to carve our own path, build a distinct brand identity, and establish ourselves as an independent news organization after the spin,” he noted.
Multiple Comcast brands, like CNBC and Golf Channel, will also remove the peacock from their logos soon, but there aren’t plans for any name changes.
Since its launch in 1996, MSNBC has leveraged NBC News’ resources and infrastructure. However, as part of its spin-off strategy, MS is now focused on creating its own news gathering team, stepping away from the NBC News brand.
The network is facing challenges with declining ratings and a tougher advertising landscape as more viewers shift to streaming services and social media for news.
MSNBC features well-known voices from the political left, including Rachel Maddow, Nicole Wallace, and Joe Scarborough. Recently, the channel has made significant efforts to enhance live events and increase audience interaction.
President Trump has criticized the network for years, and Comcast Chairman Brian Roberts has suggested that the federal government has scrutinized broadcasting licenses, rather than addressing what he deems unfair compensation.
“Our future success won’t rely on staying connected to the NBC family or using peacocks in our branding,” Lazarus stated to employees. “Our name might change, but our core identity remains the same.”
