MSNBC is changing its name to MS NOW as part of a major restructuring that will separate the cable news network from NBC News operations.
The rebrand comes as parent company NBCUniversal moves forward with plans to spin off its cable television properties into a standalone entity. MSNBC will maintain its current programming lineup and on-air talent during the transition.
The new MS NOW branding represents a shift away from the network’s longtime association with NBC News.
Network executives say the name change reflects the channel’s evolution into an independent news and opinion platform. The “NOW” component emphasizes real-time coverage and immediate analysis of breaking news events.
MSNBC launched in 1996 as a joint venture between Microsoft and NBC. The network has operated under NBC News oversight for most of its existence, sharing resources and editorial direction with the broadcast network.
The separation affects newsgathering operations and back-office functions that MSNBC previously shared with NBC News.
MS NOW will need to develop its own news division and reporting infrastructure. This includes hiring additional correspondents and establishing independent bureaus in major cities and international locations.
The cable network currently reaches approximately 80 million households through traditional pay-TV packages and streaming services. MS NOW executives expect to maintain that distribution footprint during the ownership transition.
Programming changes aren’t expected immediately. Popular shows like “Morning Joe,” “The Rachel Maddow Show,” and “The Last Word” will continue under the new branding.
Industry analysts view the rebrand as NBCUniversal’s response to declining cable television revenues. Traditional cable networks face pressure from streaming services and cord-cutting trends that have reduced subscriber numbers.
The MS NOW transition is scheduled to complete by early 2025. Network officials are working with cable and satellite providers to ensure seamless service continuation for viewers.