In the media business, at least, breaking up can still be hard to do.

MSNBC will have to take a new name in months to come as it seeks to carve out an identity that will have it competing for scoops and news with current corporate sibling NBC News. MSNBC will soon come to be known as My Source for News Opinion and the World, or MS NOW , following the spin off of the bulk of NBCUniversal’s cable assets into a new publicly traded company called Versant. The changes were detailed in a memo to staffers Monday by Mark Lazarus, who will run Versant as its founding CEO.

MSNBC had planned to keep its name, but NBCU recently decided to retain its famous Peacock design and markings and not share them, requiring Versant to make changes to some of its networks that use those insignia and th

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