Critics Slam MSNBC’s ‘Woke Rebrand’ as Ratings Tank and NBC Distances Itself

In a stunning and controversial move, MSNBC — long known as the cable news headquarters for progressive voices — is changing its name to MS NOW, short for “My Source News Opinion World.” The rebrand, set to roll out officially on November 15, comes as the liberal network finds itself hemorrhaging viewers, alienating advertisers, and reeling from internal turmoil after being spun off by parent company Comcast into a new entity called Versant.

The move essentially cuts the last remaining thread between MSNBC and NBC News, leaving many observers wondering if this is less of a facelift and more of a full-blown identity crisis.

“It’s a mess,” said one former NBC News executive. “The name sounds like a support group for multiple sclerosis. And worse — it signals desperation.”

According to sources familiar with the internal restructuring, Comcast’s spinoff of its cable assets into Versant was designed to draw a clear line between NBC’s legacy journalism and MSNBC’s overtly partisan prime-time lineup. With President Trump back in office and media trust among conservatives near historic lows, NBC brass reportedly viewed MSNBC as more of a liability than an asset.

“NBC wanted out. Period,” said a media insider. “Trump’s back, the lawsuits are flying, and MSNBC’s anchors spent four years branding themselves as anti-Trump resistance fighters. Now they’re radioactive.”

Branding expert Sunny Bonnell told Fox News Digital the shift is “risky” and warns it may sever emotional ties with loyal viewers who still associate the “NBC” name with credibility — even if reluctantly.

“This isn’t a modernization. It’s a retreat,” added Johns Hopkins professor Michael D. Cohen, who has advised both political campaigns and media organizations. “The rebrand screams internal panic. It’s not audience-driven — it’s damage control.”

Launched in 1996 as a joint venture between Microsoft and NBC, MSNBC was once envisioned as a cutting-edge fusion of tech and journalism. Microsoft eventually sold off its stake in 2005, but the name stuck — until now.

Under MS NOW, the network will roll out new ads featuring host Rachel Maddow reciting the U.S. Constitution over slow-motion B-roll of American flags and “everyday Americans,” a move critics have mocked as theatrical and phony.

“This is not patriotic. It’s performative,” said political commentator Dan Gainor. “They’re wrapping themselves in the flag while continuing to push the same far-left agenda that’s alienated half the country.”

Maddow admitted she was initially “annoyed” by the name change — but now claims to support it. Meanwhile, others on staff are said to be “cautiously optimistic” — corporate PR-speak for “no one knows what’s happening.”

While Democrats celebrated election wins this week, MSNBC quietly suffered its worst October ratings since 1997 — drawing just 45,000 viewers in the key 25–54 demographic. Prime-time ratings cratered 54% compared to the same time last year.

“This is a network in freefall,” said media strategist Jordan Lee. “They’re trying to rebrand failure as boldness — and viewers aren’t buying it.”

With President Trump now in his second term, some branding insiders believe the MS NOW shift is explicitly designed to move past the Biden years and appeal to a younger, progressive base.

“It’s like they’re trying to turn the ‘Trump era’ into a ‘then’ and make themselves the ‘now,’” said Cohen. “But they’ve forgotten one thing — Americans haven’t forgotten how complicit MSNBC was in the culture war circus.”

Others argue it’s simply too late.

“You can’t rebrand a sinking ship and call it a yacht,” quipped one former NBC staffer.

As conservative viewership shifts toward alternatives like Newsmax, OANN, and TrumpTV, MS NOW enters an uncertain future. The peacock is gone. The brand is fragmented. And the mission? Still murky.

“Call it what you want — it’s still MSNBC underneath,” said one GOP communications strategist. “The lipstick’s new. But it’s still the same pig.”