MSNBC's Bold Move: A New Name, A New Challenge

MSNBC is undergoing a significant transformation, rebranding as MS NOW. This change comes as Comcast's cable division is spun off into a new company called Versant. The goal is to establish MSNBC as an independent entity, separate from NBC News.

A Risky Move?

Some industry experts view this rebranding as a high-stakes decision. Sunny Bonnell, a branding expert, emphasizes that altering a well-established name like MSNBC is no small feat. The challenge lies in maintaining audience trust and loyalty while modernizing the brand.

Versant's Promotional Push

Versant is investing heavily in promoting the new name. Their advertising campaign includes slogans like "Same Mission. New Name." One notable ad features Rachel Maddow reading the U.S. Constitution, while another showcases Maya Angelou's poem "Human Family." However, not everyone is on board with the new name. A former NBC News executive criticized it, suggesting it sounds like a network for people with multiple sclerosis.

Expert Opinions

Michael D. Cohen, a professor at Johns Hopkins University, argues that the rebrand should prioritize the audience. He believes the current rebrand fails because it's more about corporate interests than viewer needs. Cohen also questions the logic behind the new name, stating it's not an upgrade but merely different.

Scott Baradell, author of "Trust Signals," agrees, noting that the NBC brand is one of the most recognized in news. Dropping it could potentially harm MSNBC's identity. Conversely, Blair Huddy, a public relations expert, sees the new name as an effort to attract a younger demographic.

Ratings and Future Prospects

MSNBC's ratings have been declining, with October marking their lowest numbers since 1997. The network has lost a significant portion of its viewership compared to the previous year. Jordan Lee, a brand strategist, suggests that MS NOW will rely heavily on its star personalities to retain its audience. The success of the rebrand, he argues, hinges on how quickly viewers embrace the new name.