MSNBC to Rebrand as MS NOW Following Comcast Spinoff

The cable channel will also drop the peacock symbol from its logo as part of its spinoff from Comcast’s NBCUniversal.

MSNBC will undergo a rebrand later this year as part of its separation from Comcast. Saul Loeb/AFP via Getty Images

Nearly 30 years after its founding, MSNBC is set to adopt a new moniker, MS NOW, short for My Source News Opinion World, as part of its previously announced spinoff from NBCUniversal.

The cable news channel, known for “The Rachel Maddow Show” and Nicolle Wallace’s “Deadline: White House,” among other programs, has held its current name since launching in 1996 as part of a joint venture between Microsoft and NBC News.