MSNBC becomes MS NOW under Versant spinoff

Comcast’s media restructuring took a decisive turn on Monday as MSNBC announced it will shed its longtime branding and become MS NOW—My Source News Opinion World—as part of the company’s spinoff of its cable networks into a new publicly traded entity called Versant. The move, coupled with the removal of NBCUniversal’s peacock logo from MSNBC, is designed to establish a distinct, independently branded news operation within Versant, which will also house CNBC, USA Network, Oxygen, E!, SYFY and the Golf Channel. CNBC will keep its name but will adopt a refreshed logo, while NBCUniversal will retain NBC News, NBC News Now, Telemundo and local stations.

Versant’s chief executive, Mark Lazarus, framed the rebranding as a necessary step to reduce brand confusion and to empower MSNBC to chart its own course. He said the peacock symbol will remain with NBCUniversal, underscoring the separation of the new company’s branding from its former corporate parent. MSNBC president Rebecca Kutler stressed that the change is about identity, not editorial direction, saying the network will continue its commitment to “breaking news and opinion journalism” while building an independent newsroom...