MSNBC is undergoing a major rebrand amid declining ratings and growing competition in the cable news landscape. Originally launched in 1996 as a partnership between NBC and Microsoft, the network will now be known as My Source News Opinion World (MS NOW). The change follows its spinoff from NBCUniversal and reflects a push for independence from its former parent company.

According to a press release, NBCUniversal initially allowed MSNBC to keep its name post-spin-off. However, executives later determined it was inappropriate for a competing network to retain branding so closely tied to NBC’s image. Versant CEO Mark Lazarus emphasized the need for a distinct identity, noting that the rebrand would allow MS NOW to assert editorial independence and operate as a standalone news organization.

A major part of the rebrand includes dropping the iconic NBC peacock logo. Lazarus confirmed that the symbol will stay with NBCUniversal, reinforcing the separation. CNBC, also owned by Versant, will retain its name due to contractual obligations, though it too will lose the peacock in favor of a new logo to be unveiled later.

MSNBC President Rebecca Kutler announced a forthcoming promotional campaign, promising it would be a bold departure from previous efforts. Despite the changes in name and branding, she insisted the network would remain committed to its long-standing editorial direction, which she reaffirmed as far-left leaning.

Tensions within the network surfaced earlier this year when host Rachel Maddow criticized leadership over recent programming cuts. Maddow publicly mourned the firing of Joy Reid and other on-air changes, calling the decision a “bad mistake” and expressing deep admiration for Reid’s contributions.

The cancellations of shows hosted by Alex Wagner, Katie Phang, Jonathan Capehart, and Ayman Mohyeldin have sparked speculation that MS NOW is restructuring its lineup in hopes of reversing its ratings decline and redefining its public image.