MSNBC

Starting Saturday, NBCUniversal’s cable news channel MSNBC will be called MS NOW, a makeover that may come as a shock to its loyal audience.

It’s why every MSNBC host has been sending the same message in promotional spots, on their programs and in press interviews about the new moniker. They say: We’re not going anywhere and we’re not changing.

“ ‘Morning Joe’ will still be ‘Morning Joe,’ ” said the program’s co-host Joe Scarborough in a recent Zoom conversation. “Chris Hayes will still be Chris Hayes. Rachel Maddow will still be Rachel. Lawrence O’Donnell will still be Lawrence.”

“We’re just going to keep doing what we do,” added Scarborough’s wife and co-host, Mika Brzezinski.

While no programming changes are planned, the rebranding will be a test in an age when brand awareness is difficult to achieve as the media marketplace is highly fractured. MSNBC kept its name for 29 years even after its founding partner Microsoft gave up its stake in the network.

Mika Brzezinski and Joe Scarborough on “Morning Joe.”

(MSNBC)

MS NOW — an acronym for “My Source for News, Opinion and the World” — is the result of the politically progressive network being spun off into a company called Versant. Parent company Comcast announced the move last year as it no longer wants the slow, steady decline of the cable business holding back its stock price. Versant, which also includes CNBC, USA Network, Oxygen, E! and Golf Channel, will be its own publicly traded company starting in January.

The new ownership for MSNBC led to a separation from NBC News, which operated MSNBC since its launch in 1996. Although Versant leadership initially said the name would remain, NBCUniversal wanted to avoid having the network’s brand attached to a channel it no longer controlled.

Versant executives will likely be nervous when they look at the Nielsen ratings the first few weeks after the name change. But Julie Doughty, regional executive director of naming and verbal identity for the global brand consulting firm Landor, believes the shift is minor enough for consumers to get used to quickly.

“I’m sure they were concerned about disrupting the brand awareness they’ve built and losing the legitimacy and gravitas of the NBC name,” Doughty said. “This new name closely tracks the original. It has the same number of letters. MS is still in the front, which is a nice bit of continuity for those customers who already just shorten the name to MS.”

Doughty added, “The real test will come in the content. Will it continue to have high standards and deserve their trust as a mainstream new source?”

The network appeared to pass its first big test as a freestanding news organization with coverage of the Nov. 4 off-year election that saw a strong showing for the Democrats and the passage of the congressional redistricting proposition in California.

Nielsen data showed MSNBC finished well ahead of CNN on the night and just slightly behind perennial cable news ratings leader Fox News.

MSNBC becomes MS NOW on Nov. 15.

(MSNBC)

MS NOW executives say they remain committed to covering breaking news, staffing the channel’s own Washington bureau and entering news-gathering agreements with Sky for international coverage and AccuWeather. A number of NBC News journalists, including White House correspondent Vaughn Hillyard, justice and intelligence correspondent Ken Dilanian and national correspondent Jacob Soboroff, moved to MS NOW with the belief there will be more opportunities for expansive reporting.

“I won’t say their names, but some of the best reporters at NBC are far more disappointed with this than we are,” Scarborough said. “Their window just went from having 30 minutes on ‘Morning Joe,’ where influencers are, to 35 seconds on a morning show or maybe a sound bite on ‘NBC Nightly News.’”

The network is leaning heavily into promoting its lineup of personalities who in the current era of divided politics serve as tribal leaders for the audience.

“One of the things that so impressed me three years ago when I joined MS was the depth of the relationship with the fans,” MSNBC President Rebecca Kutler said at a recent press breakfast at the network’s new headquarters in Midtown Manhattan once occupied by the New York Times. “Eight hours a week — that is a ton of time and that is how much people watch us.”

The only signature MSNBC talent who chose to go with NBC News is political analyst Steve Kornacki. Willie Geist will remain host of NBC’s “Sunday Today” in addition to his duties on “Morning Joe.”

MSNBC on-air personalities believe the lack of a large corporate owner will be freeing at a time when journalism organizations and their parent companies are fearing the wrath of President Trump and his threats of business-related retribution over coverage he doesn’t like.

Last month at an MSNBC fan event in Manhattan, Maddow stirred up the crowd by touting the network’s editorial independence. She called the network a “nontoxic workplace” that is “at no risk of right-wing bloggers who are some billionaire’s friend.”

The comment was a reference to Bari Weiss, founder of anti-”woke” website the Free Press, who was hired to be editor in chief of CBS News and is a clear favorite of parent company Paramount’s chief executive, David Ellison.

Scarborough and Brzezinski said they have noticed how fans greet them with a bit more intensity since Trump has returned to the White House.

“When people see us on the street or the airport, they hug us a little longer and they thank us a little more,” Scarborough said. “They ask if everything is going to be OK.”

Scarborough said the new corporate setup will allow more entrepreneurial opportunities for the on-air talent in other platforms such as newsletters, podcasts and live events.

President Donald Trump’s razing of the White House’s East Wing to build a ballroom has put some news organizations following the story in an awkward position, with corporate owners among the contributors to the project — and their reporters covering it vigorously.

Comcast, which owns NBC News and MSNBC, has faced on-air criticism from some of the liberal cable channel’s personalities for its donation. Amazon, whose founder Jeff Bezos owns The Washington Post, is another donor. The newspaper editorialized in favor of Trump’s project, pointing out the Bezos connection a day later after critics noted its omission.

It’s not the first time since Trump regained the presidency that interests of journalists at outlets that are a small part of a corporate titan’s portfolio have clashed with owners. Both the Walt Disney Co. and Paramount have settled lawsuits with Trump rather than defend ABC News and CBS News in court.

“This is Trump’s Washington,” said Chuck Todd, former NBC “Meet the Press” host. “None of this helps the reputations of the news organizations that these companies own, because it compromises everybody.”

Companies haven’t said how much they donated, or why

None of the individuals and corporations identified by the White House as donors has publicly said how much was given, although a $22 million Google donation was revealed in a court filing. Comcast would not say Friday why it gave, although some MSNBC commentators have sought to fill in the blanks.

MSNBC’s Stephanie Ruhle said the donations should be a concern to Americans, “because there ain’t no company out there writing a check just for good will.”

“Those public-facing companies should know that there’s a cost in terms of their reputations with the American people,” Rachel Maddow said on her show this week, specifically citing Comcast. “There may be a cost to their bottom line when they do things against American values, against the public interest because they want to please Trump or buy him off or profit somehow from his authoritarian overthrow of our democracy.”

NBC’s “Nightly News” led its Oct. 22 broadcast with a story on the East Wing demolition, which reporter Gabe Gutierrez said was paid for by private donors, “among them Comcast, NBC’s parent company.”

“Nightly News” spent a total of five minutes on the story that week, half the time of ABC’s “World News Tonight,” though NBC pre-empted its Tuesday newscast for NBA coverage, said Andrew Tyndall, head of ADT Research. There’s no evidence that Comcast tried to influence NBC’s coverage in any way; Todd said the corporation’s leaders have no history of doing that. A Comcast spokeswoman had no comment.

Todd spoke out against his bosses at NBC News in the past, but said he doubted he would have done so in this case, in part because Comcast hasn’t said why the contribution was made. “You could make the defense that it is contributing to the United States” by renovating the White House, he said.

More troubling, he said, is the perception that Comcast CEO Brian Roberts had to do it to curry favor with the Trump administration. Trump, in a Truth Social post in April, called Comcast and Roberts “a disgrace to the integrity of Broadcasting!!!” The president cited the company’s ownership of MSNBC and NBC News.

Roberts may need their help. Stories this week suggested Comcast might be interested in buying all or part of Warner Bros. Discovery, a deal that would require government approval.

White House cannot be ‘a museum to the past’

The Post’s editorial last weekend was eye-opening, even for a section that has taken a conservative turn following Bezos’ direction that it concentrate on defending personal liberties and the free market. The Oct. 25 editorial was unsigned, which indicates that it is the newspaper’s official position, and was titled “In Defense of the White House ballroom.”

The Post said the ballroom is a necessary addition and although Trump is pursuing it “in the most jarring manner possible,” it would not have gotten done in his term if he went through a traditional approval process.

“The White House cannot simply be a museum to the past,” the Post wrote. “Like America, it must evolve with the times to maintain its greatness. Strong leaders reject calcification. In that way, Trump’s undertaking is a shot across the bow at NIMBYs everywhere.”

In sharing a copy of the editorial on social media, White House press secretary Karoline Leavitt wrote that it was the “first dose of common sense I’ve seen from the legacy media on this story.”

The New York Times, by contrast, has not taken an editorial stand either for or against the project. It has run a handful of opinion columns: Ross Douthat called Trump’s move necessary considering potential red tape, while Maureen Dowd said it was an “unsanctioned, ahistoric, abominable destruction of the East Wing.”

In a social media post later Saturday, Columbia University journalism professor Bill Grueskin noted the absence of any mention of Bezos in the Post editorial” and said he wrote to a Post spokeswoman about it. In a “stealth edit” that Grueskin said didn’t include any explanation, a paragraph was added the next day about the private donors, including Amazon. “Amazon founder Jeff Bezos owns The Post,” the newspaper said.

The Post had no comment on the issue, spokeswoman Olivia Petersen said on Sunday.

In a story this past week, NPR reported that the ballroom editorial was one of three that the Post had written in the previous two weeks on a matter in which Bezos had a financial or corporate interest without noting his personal stakes.

In a public appearance last December, Bezos acknowledged that he was a “terrible owner” for the Post from the point of view of appearances of conflict. “A pure newspaper owner who only owned a newspaper and did nothing else would probably be, from that point of view, a much better owner,” the Amazon founder said.

Grueskin, in an interview, said Bezos had every right as an owner to influence the Post’s editorial policy. But he said it was important for readers to know his involvement in the East Wing story. They may reject the editorial because of the conflict, he said, or conclude that “the editorial is so well-argued, I put a lot of credibility into what I just read.”

Bauder writes for the Associated Press.