Rachel Maddow Embraces MSNBC’s Bold Rebrand to MS NOW Amid Online Mockery

Rachel Maddow, MSNBC’s primetime powerhouse, recently made a candid confession that left fans both amused and intrigued: she’s unsure how to pronounce the network’s new name, MS NOW. In an email to Variety, the anchor admitted, “I will admit to having no idea how to pronounce ‘MS NOW,’” adding with a chuckle that she’s also grappling with the pronunciation of “Versant,” the new parent company overseeing the network. Set to debut later in 2025, MS NOW—short for “My Source for News, Opinion, and the World”—has already faced a barrage of online ridicule, with critics likening it to a dated tech app or even mistaking it for a reference to multiple sclerosis. Yet, Maddow didn’t shy away from the backlash. Instead, she boldly doubled down, declaring that the rebrand is a game-changer that will propel the network into a new era of independence and competition.

The name change is part of a larger corporate shakeup, as MSNBC splits from NBCUniversal to join Versant, a new publicly traded media company that also includes CNBC, USA Network, E!, Oxygen, Syfy, and digital platforms like Fandango and Rotten Tomatoes. This move, expected to finalize by the end of 2025, marks a significant shift for MSNBC, which has carried its name since its 1996 launch as a Microsoft-NBC joint venture. The decision to abandon the iconic peacock logo and the MSNBC moniker was driven by NBCUniversal’s desire to retain its branding for its core properties, such as NBC News and Peacock streaming. Versant CEO Mark Lazarus explained that the rebrand aims to eliminate “brand confusion” and establish MS NOW as a distinct entity.

Social media has been merciless, with posts mocking the name’s clunky acronym and questioning its appeal. One X user quipped that MS NOW “sounds like a discount computer from 1998,” while others noted its unfortunate resemblance to medical abbreviations. Despite the criticism, Maddow sees the rebrand as a golden opportunity. “If there was ever a time for us to change our name, this is it,” she told Variety. “We’re not just separating from NBC News in corporate terms, we’re competing with them now.” She emphasized that MS NOW’s 24/7 news operation will differ sharply from NBC’s legacy programs like Today, NBC Nightly News, and Meet the Press, allowing the network to carve out a bold, independent identity.

Maddow’s enthusiasm is echoed by MSNBC President Rebecca Kutler, who assured staff that the network’s core mission—delivering breaking news and sharp analysis—remains unchanged. To bolster this vision, MS NOW is expanding its newsroom, hiring nearly 100 new journalists, including talent from CNN, Bloomberg, and Politico, and establishing its first Washington, D.C., bureau. This investment signals a commitment to strengthening its position as the second-most-watched cable news network, trailing only Fox News. Maddow, whose once-a-week show still draws around 2 million viewers, remains a cornerstone of this strategy, though her lighthearted jab about the name’s pronunciation—“an efficiency gain” with fewer syllables—reveals her knack for finding humor amid change.

The rebrand’s success hinges on whether MS NOW can overcome its awkward introduction and resonate with viewers. Critics argue the name feels forced, a reverse-engineered acronym that lacks the gravitas of MSNBC’s established brand. Yet, Maddow’s optimism and the network’s aggressive hiring suggest a belief in its potential to thrive as a challenger to NBC News. As the dust settles on this controversial pivot, one thing is clear: Maddow’s unwavering support and sharp wit will guide MS NOW into its next chapter, proving that even a mocked name can’t dim her star power or the network’s ambitions.