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MSNBC is about to get a major makeover, and viewers will notice the changes on screen soon.
The political cable network will drop its iconic Peacock logo and rebrand under a new name later this year.
Joe Scarborough made an announcement on Morning Joe, confirming that MSNBC is set to change its name to MS Now after the network officially parts ways with NBCUniversal.
CNBC also reported that the network will be called My Source News Opinion World, or MS Now.
The announcement comes from Versant CEO Mark Lazarus in an internal memo to employees, seen by CNBC.
This marks a reversal from January, when Lazarus told staff the MSNBC name would stay the same.
The change is part of NBCUniversal’s plan to separate MSNBC from its parent news organization.
MSNBC President Rebecca Kutler assured staff that the network’s focus will remain unchanged despite the rebrand.
Kutler wrote, “Although we will undergo a name change, our identity and mission remain steadfast. Our dedication to our work and our audiences will continue to uphold the brand promise that we have maintained for thirty years.”
The network has been ramping up hiring for its first independent newsroom.
About 100 new positions are being added, with 40 journalists already hired from CNN, Bloomberg, and Politico.
MSNBC is also establishing its first Washington, DC, bureau.
The aim is to create a modern newsgathering operation separate from NBC News.
Kutler noted that some coverage will overlap with NBC News, especially in politics, but the network will operate independently.
Executives decided CNBC does not need a name change despite also being part of NBCUniversal.
Technically, CNBC never stood for National Broadcasting Co., but for Consumer News and Business Channel.
MSNBC hosts
Meet the hosts who appear on MSNBC:
All Versant brands using the Peacock logo, including CNBC, will get new branding.
Sports content on USA Network and Golf Channel will merge under USA Sports.
The rebranding, including new logos and the name MS Now, will launch before the end of the year.
Kutler teased a nationwide marketing campaign to support the rollout.
“This campaign will be unlike anything we have done in recent memory,” she wrote.
MSNBC remains the second-most-watched cable news network, averaging 1.2 million prime-time viewers this year.
