MSNBC, the cable news network, is undergoing a significant transformation as it prepares to rebrand as MS NOW, an acronym for My Source for News, Opinion, and the World. This change comes as part of a broader corporate restructuring following NBCUniversal’s decision to spin off its cable assets, including MSNBC, into a new publicly traded company called Versant. According to Alex Sherman, a reporter for CNBC, MSNBC is hiring over 100 new people to establish its own independent newsgathering operation, as it will no longer have access to NBC News resources and newsrooms after the split.
For nearly three decades, MSNBC has relied heavily on NBC News’ extensive journalistic infrastructure, sharing correspondents, producers, and newsroom facilities at 30 Rockefeller Plaza. However, with the impending separation, MSNBC, soon to be MS NOW, is moving swiftly to build a standalone news operation. The network has already begun recruiting field producers, correspondents, photographers, and other editorial staff to fill the void left by the loss of NBC News’ support. This hiring spree is being led by Scott Matthews, MSNBC’s newly appointed Senior Vice President of Newsgathering, who brings experience from CNBC and WABC-TV’s local news operations.
The rebranding to MS NOW, announced by Versant CEO Mark Lazarus, underscores the network’s mission to deliver breaking news and opinion journalism independently. The decision to drop the iconic NBC peacock logo and adopt a new red-and-blue design reflects the need to establish a distinct identity separate from NBCUniversal. “This gives us the opportunity to chart our own path forward and create an independent news organization,” said Rebecca Kutler, MSNBC’s president, in a memo to staff. The network is also relocating from its longtime 30 Rock headquarters to a temporary space, internally dubbed “summer camp,” with plans for permanent newsrooms in New York and Washington, D.C.
The hiring of over 100 journalists, including high-profile additions like Ken Dilanian, Brandy Zadrozny, and Vaughn Hillyard from NBC News, signals MS NOW’s ambition to compete directly with its former corporate sibling. Rachel Maddow, a prominent MSNBC anchor, expressed enthusiasm for the change, noting, “We’re not just separating from NBC News in corporate terms, we’re competing with them now.” The network is also investing heavily in digital platforms, including YouTube, TikTok, and a direct-to-consumer product, backed by a major marketing campaign to promote the MS NOW brand.
This bold move comes at a critical time for cable news, as streaming platforms and cord-cutting trends challenge traditional media. By building its own newsroom and staff, MS NOW aims to remain a leading voice in progressive journalism, independent of NBC News’ legacy.
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