*The cable news network formerly known as MSNBC is facing renewed scrutiny after its rebrand to MS NOW coincided with a dramatic ratings downturn.
Reaction from within the media industry has been sharply negative. “A name change and the problems remain the same – MS NOW has zero vision, even less leadership, and stale content,” one source told Radar. “There’s nothing exciting or interesting going on outside of a bunch of angry people on television shouting at the camera.”
MSNBC was originally launched as a joint venture between Microsoft and NBC. However, when parent company Comcast decided to separate the channel and other cable assets into a new entity called Versant, the network had to sever its branding ties to NBC, ultimately rebranding to MS NOW.
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— MS NOW (@MSNOWNews) December 19, 2025
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Syracuse University Broadcast Journalism Professor Les Rose said the new name undermines the network’s credibility. “You are including ‘opinion’ in the name of a news organization, which should pride itself on, you know, actual journalism and not their opinion! What were they thinking?”
The criticism appears to align with recent ratings performance. According to Nielsen Media Research’s fourth-quarter data, MS NOW is averaging 52,000 daytime viewers in the key 25–54 demographic. The network is heading toward its lowest-performing fourth quarter since 1999.
The rebrand was previously announced as part of MSNBC’s effort to establish independence following Comcast’s corporate restructuring. “This name further underscores our mission: to serve as your destination for breaking news and thoughtful analysis and remain the home for the perspectives that you’ve relied on for nearly 30 years,” the network said at the time.
MSNBC President Rebecca Kutler emphasized the decision was deliberate. “This was not a decision that was made quickly or without significant debate,” she wrote in a memo. “During this time of transition, NBC Universal decided that our brand requires a new, separate identity.”
MORE NEWS ON EURWEB.COM: MSNBC to Rebrand as MS NOW in Corporate Split from NBC
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