In a significant transformation for the American media landscape, the cable news network MSNBC is undergoing a complete rebranding, officially relaunching this Saturday as MS NOW. The new name, an acronym for “My Source for News, Opinion and the World,” marks the final step in its corporate separation from its longtime partner, NBC News. This structural uncoupling is the most public-facing result of a decision by parent company Comcast to spin off the majority of its cable networks into a standalone company named Versant.

The move has been met with a mix of trepidation and strategic optimism within the organization. Network President Rebecca Kutler is leading the charge to reassure viewers and staff, emphasizing continuity amidst the change. A poster in the network’s new offices, which reads, “Same Mission. New Name,” has become her rallying cry. “To me, that encapsulates exactly what we need to be saying,” Kutler stated. “Our job in the next few weeks is to flood the zone … and make sure they know the thing that they love will be the exact same thing on Nov. 15.”

However, the initial news of the split was unsettling for some of the network’s biggest stars. “A lot of us really didn’t know what it meant,” admitted primetime host Jen Psaki, “and it didn’t feel great initially.” The shift represents a broader trend in the media industry, where traditional cable television networks are increasingly viewed as diminishing assets, prompting corporate giants to seek leaner, more focused operational structures.

In response, the newly independent MS NOW is actively cultivating a “startup ethos,” positioning its newfound freedom from the larger NBC News corporate structure as a competitive advantage. Leadership is encouraging experimentation, with new projects like a newsletter from the “Morning Joe” team and a greater emphasis on podcast development. The network is also expanding its investment in live events, providing opportunities for personalities like Rachel Maddow, who has an event scheduled in Chicago, to engage directly with their audience.

Host Michael Steele offered a different perspective on the separation, framing it as a natural evolution rather than a contentious split. “I didn’t see this as a divorce,” Steele remarked. “I see this as the kid growing up and leaving home. We all know what that’s like.”

This new chapter includes a physical move into a new headquarters in Manhattan, located in the building that was formerly the longtime home of The New York Times. The relocation also ends the geographical curiosity of MSNBC and its ideological opposite, Fox News Channel, being situated directly across Sixth Avenue from one another.

To support its independent journalistic mission, MS NOW has assembled its own newsgathering team of approximately three dozen reporters, including decorated Washington Post alums Jackie Alemany and Carol Leonnig. For global and specialized coverage, the network has forged new partnerships with Sky News for international reporting and AccuWeather for weather forecasting.

Longtime broadcast executive Kate O’Brian, who is not affiliated with the network, sees strategic potential in the move. “Being divorced from NBC News gives it the opportunity to make deals on its own to supplement its cable existence,” she observed. O’Brian noted the network’s strong brand identity, particularly among audiences opposed to former President Donald Trump. “They’re lean, nimble and niche, putting them in a better position to adapt to any emergent platforms,” she added.

This transition comes at a challenging time for the network in terms of viewership. In the first nine months of 2025, MS NOW’s prime-time weekday average was 1.17 million viewers, a 29% decrease from the same period in 2024, a drop linked to audience disappointment with the presidential election results. In contrast, Fox News Channel, which is popular with Trump supporters, saw its viewership climb by 14% to 3.11 million. Despite the decline, MS NOW still commands an audience roughly double that of CNN, which experienced an identical 29% viewership drop.

The appeal of being part of a new venture was a significant draw for talent. Reporter Jacob Soboroff chose to join MS NOW over remaining with NBC News. Similarly, Rosa Flores is moving to the network from CNN, citing the opportunity for more varied work beyond the immigration beat she had been covering. “All the legacy news organizations are trying to make their way,” Flores said. “I felt like being part of a news organization that was building solutions from the ground up was so unique that I wanted to be a part of it.”

To ensure the public is aware of the change, the company is launching a reported $20 million marketing campaign. The promotional blitz will include high-profile billboards in New York’s Times Square, The Grove in Los Angeles, and on the South Capitol Digital Experience Wall in Washington, D.C. On-air, the transition is being acknowledged with simple gestures, such as a mug on the “Morning Joe” set with the MSNBC logo crossed out and replaced by MS NOW.

While cleaning out her Rockefeller Center office, co-host Mika Brzezinski reflected on the end of an era. “We’re going to miss some reporters,” she said, referencing past appearances by NBC figures, “and they’re going to miss us.” Her co-host and husband, Joe Scarborough, noted that the success of any media entity now depends solely on its content. “If this were five years ago, I would have been, ‘Oh, my God, how are we going to do this?’” Scarborough said. “Everything is so fluid now.”