MSNBC to Rebrand as 'MS NOW' Amid Criticism of Bias

MSNBC announced plans to rebrand itself as “My Source News Opinion World,” or “MS NOW,” later this year, as part of a transition to a new media company called Versant. This change aims to establish a distinct identity separate from NBCUniversal and NBC News, which will also include properties like the Golf Channel and CNBC.

Versant CEO Mark Lazarus emphasized the importance of this rebranding in a memo to staff, stating, “We are focused on building our individual identity and vision for the future while laying a foundation for the continued growth and success of our businesses.”

Despite the new name, critics argue that MSNBC will continue its perceived role as a partisan outlet. MSNBC President Rebecca Kutler indicated in an internal memo that the network’s commitment to its audience and its operational focus will remain unchanged. “While our name will be changing, who we are and what we do will not,” she wrote.

This announcement has drawn skepticism from various quarters, with some asserting that the rebranding will not alter the network’s editorial stance. Critics have pointed to past instances where MSNBC has been accused of promoting a left-leaning agenda.

For example, during the spring of 2023, MSNBC participated in a media campaign suggesting that President Donald Trump’s tariffs would lead to significant inflation and economic downturns. Many of these predictions were later deemed inaccurate.

Additionally, MSNBC faced scrutiny following a $30 million defamation lawsuit settlement involving several of its prominent hosts. The lawsuit stemmed from allegations that hosts Rachel Maddow, Chris Hayes, and Nicolle Wallace falsely accused a Georgia doctor of performing unauthorized hysterectomies on illegal immigrants.

The network has also been criticized for its coverage of President Joe Biden, with detractors claiming it downplayed economic challenges and the border crisis during his administration. Critics argue that this pattern reflects a broader commitment to a left-wing narrative rather than objective journalism.

In light of these criticisms, some media analysts suggest that the rebranding may not effectively change public perception. “MSNBC can attempt to rebrand all it wants, but many Americans will continue to see it as a partisan outlet,” said media analyst John Smith.

As the rebranding process unfolds, it remains to be seen whether the changes will resonate with viewers or alter the network’s reputation. The same hosts and journalists will remain, as confirmed in the network’s announcement, leading some to question the effectiveness of the new branding strategy.

The transition to MS NOW is expected to take place later this year, with the network aiming to redefine its identity while maintaining its existing programming and personnel.