MSNBC, the television news network, will change its name to My Source News Opinion World, abbreviated as MS NOW, later this year. This rebranding is part of a corporate separation from NBC. The network, known for its liberal audience and prominent figures like Rachel Maddow, Ari Melber, and Nicole Wallace, has been developing its own news division distinct from NBC News.

As part of the rebranding, MSNBC will also remove the NBC peacock logo from its branding. This change follows NBC Universal's decision last November to spin off several cable networks, including MSNBC, into a new company called Versant. Other networks, such as USA and CNBC, will retain their names.

MSNBC was established in 1996 as a collaboration between Microsoft and NBC. The network's president, Rebecca Kutler, acknowledged the challenges of changing the name. In a memo to staff, she stated, "This was not a decision that was made quickly or without significant debate. During this time of transition, NBC Universal decided that our brand requires a new, separate identity. This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering organization."

While CNBC will keep "NBC" in its name, MSNBC argues that CNBC has always maintained a greater separation due to its business focus. The relationship between MSNBC and NBC News has been complicated, particularly given MSNBC's liberal stance. Former President Donald Trump has referred to the network as "MSDNC," a play on the Democratic National Committee.

In recent months, NBC News has reduced the presence of its personalities on MSNBC. Some NBC News figures, including Jacob Soboroff, Vaughn Hillyard, Brandy Zadrozny, and Antonia Hylton, have transitioned to MSNBC. The network has also recruited journalists from the Washington Post and Politico, including Carol Leoning, Catherine Rampell, Jackie Alemany, and Eugene Daniels.

Maddow recently expressed optimism about the changes. In an episode of her show, she noted that MSNBC will no longer compete with NBC News for field reporting. "In this case, we can apply our own instincts, our own queries, our own priorities, to getting stuff that we need from reporters and correspondents," she said. "And so it's gonna be better."