MSNBC is undergoing a rebrand. In the coming weeks or months (no date has been announced), the cable news channel will be called My Source News Opinion World, or MS NOW. This, despite previous reports that the network wouldn’t be altering its name. So why the change?

To “accelerate the distinction between the MSNBC and NBC News organizations,” according to a report by sister network CNBC . That’s because Comcast is spinning off the cable channels formerly under the NBCUniversal umbrella — USA Network, E!, SYFY, and CNBC among them — into a new company called Versant, a name chosen “to emphasize its versatility and its familiarity with multiple subjects.”

CNBC even included a handy pronunciation guide for the company’s new name: It’s meant to sound like “the root of the word ‘convers

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