Cable news channel MSNBC will rebrand as My Source News Opinion World, or MS NOW, according to internal memos seen by Reuters on Monday, as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

Comcast plans to spin off its cable channels, such as CNBC and USA Network, into a new company called Versant, signaling a significant shift in its media strategy as streaming takes precedence.

The cable networks and some other channels will also lose the iconic peacock logo associated with NBCUniversal, according to the memo from Versant CEO Mark Lazarus.

Comcast intends to retain brands such as the NBC broadcast network and its film and television studios that are expected to fuel growth for its Peacock streaming service.

“The future of o

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