Social media users had no mercy for MSNBC following the news of its surprise name change to MS NOW on Monday – with one lambasting the network’s new logo and acronym in particular.
Taking to Bluesky to do so, the user pointed out how an American flag insignia next to the new name could be perceived as the letter ‘K.’
‘This logo literally looks like it says KMS NOW,’ they wrote.
‘KMS’ is an acronym used to shorten the words ‘kill myself.’
MS NOW, unveiled suddenly on Monday after execs promised MSNBC would keep its name as-is, stands for ‘My Source News Opinion World.’
More ridicule came in from figures as far-ranging as Megyn Kelly and longtime MSNBC anchor Keith Olbermann.
The station’s new name and slogan – after being stripped of all inklings of anything NBC – left both sides of the fence perplexed.
Some billed the development as the result of a sort of slight by NBC, which will no longer be associated with MSNBC – even in name.
‘MSNBC gets shivved by NBC,’ wrote former NBC anchor Kelly, before remarking in parentheticals, ‘(can’t share our respected name!)
Social media users had no mercy for MSNBC following news of its surprise name change to MS NOW Monday – with one lambasting the network’s new logo and acronym in particular
The Bluesky user pointed out how an American flag insignia next to the new name could be perceived as the letter ‘K.’ ‘This logo literally looks like it says KMS NOW,’ they wrote
‘NBC pretends it has some impeccable reputation to protect,’ she scathed.
Olbermann – who hosted Countdown with Keith Olbermann on MSNC from 2003 to 2011 – simply wrote: ‘No I’m not kidding,’ after taking to X.
Moments before, Morning Joe’s Joe Scarborough broke the news during his broadcast.
Mark Lazarus, the CEO of the soon-to-be-solidified spinoff company that will contain MSNBC, stressed to staffers in a memo that ‘while the name will be different, the brand’s commitment to its audience will not change.’
Network boss Rebecca Kutler, in her own company-wide correspondence, appeared to hint at a fight to keep the ‘NBC’ in ‘MSNBC’ behind the scenes.
‘This was not a decision that was made quickly or without significant debate,’ she said, adding how ‘over the last eight months, [staffers] have worked to untether ourselves from NBC News and embrace our independence under Versant.
‘We’ve hired dozens of first-rate reporters and newsroom leaders and have been recruiting for nearly 100 roles across our new and nimble organization,’ she wrote, after firing Joy Reid as one her first moves as boss this year.
‘We continue to supercharge our non-linear products, achieving rapid success on YouTube, TikTok, audio, digital, live events, and more – all while aggressively developing a direct-to-consumer product.’
More ridicule came in from figures from all backgrounds, such as Megyn Kelly to and longtime MSNBC anchor Keith Olbermann
Morning Joe’s Joe Scarborough broke the news during his broadcast, after execs previously promised to keep the ‘NBC’ in its name – as well as the network’s preeminent peacock mascot
Onlookers, however, weren’t buying it, with one dubbing the announcement ‘one the worst branding disasters in media history.
‘The logo looks like it belongs on a discount computer from 1998, not a serious news network,’ the user wrote on X, calling the artwork ‘absurd.’
Several, like Olbermann had, reiterated how the rebrand was ‘not a joke.’
‘MSNBC’s rebranding is even dumber than HBO becoming “MAX”,’ wrote someone else. ‘This is the corniest, lamest name they could’ve come up with. Seriously, fire your branding team. What a joke.’
‘MSNBC rolls «worst name ever», asked to leave cable television,’ joked someone else.
‘I think it should really be called «BS NOW», another user remarked.
‘This is not a joke. They really did this,’ added Yahoo Sports writer Kendall Baker on X.
‘New Name. Same Crazy,’ joked conservative journalist Christian Toto.
Some billed the development as the result of a sort of slight by NBC, which will no longer be associated with MSNBC even in name
Network talent reacted to the news as well, with Rachel Maddow telling Variety: ‘If there was ever a time for us to change our name, this is it.
‘Because we’re not just separating from NBC News in corporate terms, we’re competing with them now. So I think the distinction is going to be good for us,’ she elaborated.
Jesse Rodriguez, the Vice President of Booking & Editorial for MSNBC, wrote on X: ‘Exciting news. Our mission will not change. Our commitment to our loyal viewers will not change. Who we are is not changing.’
Colby Hall, the founder of Mediaite, added, ‘Jokes aside, I think MS NOW is an elegant solution.’
Joe Flint, of the Wall Street Journal, gushed: ‘Just love that the MS still remains!’
Lazarus, meanwhile, announced more changes to other logos and brands in the cable-centered spinoff company’s portfolio set to go in affect either at the end of next year or toward the start of 2026 in his internal memo as well, including that sports programming from its USA Network and Golf Channel will be combined ‘under a new brand moniker’ set to be dubbed ‘USA Sports’.
CNBC, he revealed, ‘will retain its name and is working on a new logo.’
Other assets in Versant’s largely linear arsenal include the GolfNow, SyFy, Oxygen, E! and SportsEngine.
Execs are hoping the spinoff – announced earlier this year in response to losses Comcast’s share price – will transform what is widely viewed as a declining asset into the flagship of a growing startup, while also bringing in more money from other sources such as streaming.
‘We have the ability to transcend this linear cable box,’ Kutler – the leader of programming for the failed CNN+ – told Politico earlier this summer.
‘We have the ability to build things.’
The new branding will debut as the network enters its 30th year, and as it continues to build up a newsgathering operation entirely independent of NBCU.
To do so, it has poached a plethora of big names from publications the New York Times, CNN, and even NBC News itself, including key correspondent Jacob Soboroff. Other hires have included Carol Leoning, Catherine Rampell and Jackie Alemany from the Washington Post, and Eugene Daniels from Politico.
The Versant spin off is expected to take place between late 2025 and early 2026. An exact date has yet to be announced.
Daily Mail contacted MSNBC for comment.
