MSNBC is dropping NBC from its name.
The network’s management team announced the news to staff on Monday. Aug. 18, in a memo with details published on NBC.com.
Later this year, the name of the cable news network will change to MS NOW, short for “My Source for News, Opinion, and the World.” The network is also getting a new red, white and blue logo as part of the rebranding.
“This new branding underscores our mission: to serve as a destination for breaking news and best-in-class opinion journalism, all rooted in accurate and reported facts,” MSNBC President Rebecca Kutler said in the memo.
Related: Joy Reid Announces What’s Next After MSNBC Exit
The changes come after Comcast-owned NBCUniversal decided last year to spin off its cable networks into a separate company called Versant. The split takes effect later this year as broadcast and cable television viewership continues to fall nationwide.
“The well-capitalized, independent company will be positioned to lead in the changing landscape for cable networks given the strength of its portfolio and the quality and focus of its management team,” Comcast President Mike Cavanagh said in November.
Versant’s cable properties will include MSNBC, CNBC, Oxygen, E!, USA Network, SYFY and the Golf Channel.
Comcast is keeping several NBCUniversal assets, including the NBC broadcast network, NBC News, NBC Sports, Bravo, the Peacock streaming service, and the peacock logo.
“The peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family,” Lazarus said. “This gives us the opportunity to charge our own path forward, create distinct brand identities, and establish an independent news organization following the spin,” Versant CEO Mark Lazarus said Monday.
MSNBC debuted in 1996 in a partnership between Microsoft and NBC. When Microsoft sold its stake in the channel, the name stayed the same.
Comcast acquired a majority stake in NBCUniversal from General Electric in 2009.
Last month, Comcast and Versant decided to cancel E! News, which had been on the air for three decades, since 1991. Although the E! website will continue to cover entertainment and pop culture news.
Currently hosted by Keltie Knight and Justin Sylvester, E! News airs Monday to Thursday at 11 p.m. The show will run through Sept 25.
A source told Urban Hollywood 411 some of the network’s on-air correspondents will move to other opportunities within Versant. But there was no word on what would happen to the show’s producers, directors, photographers and editors.
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