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Holy acronyms, Batman. Comcast’s (CMCSA) MSNBC is set to change its name following a 29-year run under the current moniker. Fun fact for those unaware: The MSNBC acronym is a portmanteau (i.e., combination) of Microsoft (MSFT) “MS” and NBC, which launched the channel in a joint venture in 1996. MSNBC’s run is about to come to an abrupt end as it splits away amid comprehensive NBCUniversal restructuring. MSNBC is changing its name to “MS NOW,” and I’ll bet you can’t guess what that stands for. I certainly was at a loss for possible matching words. “Later this year, MSNBC will take on a new name: My Source News Opinion World (MS NOW),” MSNBC shared in August. “You might be wondering, why is this change happening? As part of our move to a new media company, VERSANT — which also includes CNBC, Golf Channel, GolfNow, and SportsEngine — we’ll no longer be part of NBCUniversal and NBC News.” Whether the new name sticks (or whether we’re in another HBO/HBO Max/Max labyrinth), that split is a complex endeavor. Time will tell which channels will sink and which will swim when outside the protection of NBCU. Comcast will present its Q3 earnings Thursday, Oct. 30, at 8:30 a.m. EST. And it’s all happening much sooner than many thought. MSNBC becomes MS NOW this November MSNBC President Rebecca Kutler informed staff via internal memo that the network would implement the name change in about two weeks, Mediaite reported. The memo indicates that the split is moving full speed ahead for MSNBC and the other former NBC channels. The announcement, which was met with a tepid consumer response (see below), is a vote of confidence for the move to Versant. Versant is acquiring a pack of NBC properties that were known as NBCU’s “cable network unit.” “Versant, which had been called SpinCo until a permanent name was chosen, will own cable networks including USA, CNBC, MSNBC, Oxygen, E!, SYFY and Golf Channel,” explained CNBC. “It will also house digital assets Fandango, Rotten Tomatoes, GolfNow, GolfPass and SportsEngine.” New Versant channels by viewership Average viewers for Jan. 1, 2024, to Dec. 11, 2024: MSNBC: 1,263,000 viewers USA Network: 673,000 viewers Oxygen: 281,000 viewers SYFY: 262,000 viewers E! Networks: 148,000 viewers CNBC: 128,000 viewers Golf Channel: 62,000 viewers Source: DBSTalk For context, MSNBC had the seventh-highest viewership of any TV channel, trailing traditional giants NBC, ABC, CBS, and Fox, and only two other cable channels, Fox News and ESPN. The question is whether those hard-earned viewers follow MSNBC’s talent to the new shackle (MS NOW) and parent company (Versant). MSNBC viewers scratch their heads over name change Peacock brand talent such as flagship anchor Rachel Maddow is ready to flock to MS NOW (do peacocks flock?), but social media reactions to the name change have ranged from mild confusion to outright mockery. “When I told my journalism students MSNBC would soon be called MSNOW, they looked at me like I had said Ford was going to change its name to Poop,” journalism professor Eric Deggans wrote on LinkedIn. “Deadline sez the name change is happening Nov. 15; gonna be an uphill battle to train viewers.” Others were confused as to why the NBC part of the name was dropped, but the MS part will remain. After all, Microsoft pulled the majority of its investment from the news side of MSNBC in 2005 and completely divested from the brand by 2012. Others just don’t understand what MS NOW means or how it should be said. “When a friend of mine, who has been a news editor there for nearly a decade, told me about the name change, I thought it was ‘Ms. Now,’ to which I said, ‘Why is it gendered?'” posted Marcie Bianco. Bianco tacked on what I predict will be the chief comparison — that this resembles the HBO/HBO Max name flip-flopping saga. “Terrible name change — no one seemed to have learned from the Max/HBO situation.” If you were wondering, CNBC will keep its name, as it has always stood for Consumer News & Business Channel. CNBC’s logo will be redesigned (the peacock branding will be removed), and GolfChannel will be wrapped into USA Network to become new entity “USA Sports.”
