MSNBC becomes MS NOW on Nov. 15

MSNBC has acceptable a day for its caller name.

Starting Nov. 15, the progressive-leaning cablegram quality transmission volition beryllium called MS NOW — an acronym for My Source, News, Opinion and World. The celebrated NBC peacock volition nary longer beryllium portion of the channel’s logo.

Viewers started seeing spots promoting the caller moniker connected Monday, with the tagline “Same mission, New name.” A larger selling propulsion volition hap successful the coming weeks according to a memo from MSNBC President Rebecca Kutler that was obtained by The Times.

The rebranding coincides with genitor institution Comcast’s spinoff of its NBCUniversal cablegram channels into Versant, a caller company. CNBC, USA Network, Golf Channel, Oxygen, SyFy and E! are besides portion of the entity.

Comcast is unloading the channels due to the fact that it believes the mature outlets look a bleak aboriginal owed to wage TV cord-cutting and are an albatross weighing down its banal price. Comcast Chief Executive Brian Roberts volition ain 33% of the shares successful Versant, which volition commercialized arsenic a nationalist institution nether the awesome VSNT connected the NASDAQ.

The logo for MS NOW, formerly MSNBC

(MSNBC)

While the spinoff has been successful the works for months, MSNBC viewers person heard small astir it connected the aerial until now. The web held a instrumentality festival astatine the Hammerstein Ballroom successful New York earlier this period and each of the signage utilized the MSNBC logo. The sanction alteration was referred to respective times by the personalities who appeared connected stage.

The alteration required MSNBC to unwind its quality cognition from NBC News, which supplied correspondents to the channel. A fig of NBC News correspondents, including Jacob Soboroff and Ken Dilanian, chose to enactment for Versant.

The existent line-up of MSNBC sentiment hosts — including Joe Scarborough, Mika Brzezinski, Nicolle Wallace, Ari Melber, Rachel Maddow, Jen Psaki and Lawrence O’Donnell — volition each marque the modulation to MS NOW.

Although MSNBC employees were initially told the network’s sanction would beryllium retained, NBCUniversal decided it did not privation its marque attached to a web it did not control.

NBC News analogous Jacob Soboroff reporting connected the wildfire that destroyed his boyhood home.

(NBC News)

Versant Chief Executive Mark Lazarus encouraged his unit to clasp the alteration successful spite of the challenges of selling a caller marque successful a highly fragmented media landscape.

“This gives america the accidental to illustration our ain way forward, make chiseled marque identities, and found an autarkic quality enactment pursuing the spin,” Lazarus wrote successful an August memo.

MSNBC has its ain Washington bureau, which has already breached a fig of stories successful caller weeks, including the indictments of erstwhile FBI Director James Comey and erstwhile nationalist information advisor John Bolton.

MSNBC besides has a multiyear statement with U.K.-based Sky News to supply planetary coverage.