BURSTComcast is rebranding MSNBC as "MS NOW," which stands for "My Source for News, Opinion, and the World," and dropping the iconic Peacock logo as part of the change.
The rebrand, announced on Monday, is part of Comcast's efforts to separate the progressive cable news channel from NBC News and its other assets as it works to spin off its linear cable properties by the end of this year.
"As we all know, the peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family," Mark Lazarus, CEO of Versant, the new company set up by Comcast as part of its spin-off efforts, wrote to employees in a memo shared with The Hill.
"This gives us the opportunity to chart our own path forward, create distinct brand identities, and establish an independent news organization following the spin."
Other leading Comcast brands will also drop the Peacock from their logos in the coming months, including CNBC, Golf Channel, GolfNow, and SportsEngine, though none of those brands are expected to see a name change.
Since its inception in 1996, MSNBC has relied on the resources, infrastructure, journalists and newsgathering abilities of NBC News. As part of the spin-off efforts, MS Now is working to build out a news-gathering team of its own and will stand apart from the NBC News brand.
The changes come as MSNBC, and cable news channels more generally, have experienced sagging ratings and a tougher advertising market in recent financial quarters as more consumers cut cable in favor of streaming services and social media platforms for news and information.
The network is home to some of the political left's most prominent pundits, like Rachel Maddow, Nicolle Wallace and Joe Scarborough. It has made a major push into live events and direct audience engagement in recent months.
President Trump has for years attacked the network, and Comcast chair Brain Roberts, suggesting on several occasions this year the federal government scrutinize its broadcast license over coverage he says is unfair to him.
"The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity," Lazarus wrote to employees. "While our name will be changing, who we are and what we do will not."