MSNBC is undergoing a sweeping transformation, rebranding itself as MS NOW—short for My Source News Opinion World—in a move that signals both corporate restructuring and ideological recalibration. The change comes amid declining ratings, waning public trust, and growing criticism over the network’s progressive slant.

The rebrand coincides with Comcast’s decision to spin off MSNBC, CNBC, and other media properties into a new entity called VERSANT. This shift severs MSNBC’s long-standing affiliation with NBCUniversal and its iconic peacock logo, replacing it with a minimalist white flag design featuring two red stripes. Executives claim the new branding reflects a commitment to editorial independence and modernized news delivery, though critics argue it’s a strategic retreat from the network’s partisan legacy.

As part of the overhaul, several high-profile liberal hosts have been dismissed. Joy Ann Reid, Chris Hayes, and Rachel Maddow—once staples of MSNBC’s prime-time lineup—are reportedly exiting the network. Reid’s inflammatory rhetoric, Hayes’s declining viewership, and Maddow’s increasingly sporadic appearances made them vulnerable targets in the network’s bid to reset its image. While some may transition to digital platforms or podcasting, their departure marks a clear break from the network’s previous identity.

MS NOW plans to hire over 100 new staff members, with an emphasis on live reporting and “balanced analysis.” Whether this signals a genuine ideological shift or a cosmetic rebrand remains to be seen. However, the network’s leadership appears intent on distancing itself from the overtly progressive tone that defined MSNBC throughout the Trump era.

Meanwhile, Fox News continues to dominate cable news ratings, maintaining a stronghold on prime-time viewership and reinforcing its position as the leading voice in conservative media. MS NOW will face stiff competition not only from Fox but also from rising independent outlets that appeal to audiences seeking alternatives to legacy media.

The rebrand is expected to roll out in phases over the next several months, with new programming and talent announcements anticipated before the end of the year.

©️ The Rocky Mountain Dispatch LLC. 2025