MSNBC just completed its transformation into MS NOW with the launch of a new website at ms.now, marking the final digital step in its separation from NBC News. The move comes as Comcast spins off its cable properties, forcing the 28-year-old network to establish independent digital infrastructure and shed its last visual ties to the NBC peacock logo.
The cable news landscape just shifted as MS NOW officially launched its new website, completing the most significant rebrand in cable news since CNN's digital overhaul. The network, formerly known as MSNBC, went live with ms.now this morning, featuring the same content layout but with a completely refreshed visual identity that removes any trace of the NBC peacock.
The timing isn't coincidental. MS NOW's digital independence comes as Comcast executes its plan to spin off cable channels including MSNBC, CNBC, and USA Network into a separate publicly traded company called SpinCo. The move, announced in November 2024, effectively ends MSNBC's 28-year relationship with NBC News and forces the network to build independent operations.
MS NOW's newsroom began separating from NBC News in October, according to industry publication Poynter. The split affects everything from editorial operations to technical infrastructure, with the new website representing the most visible change for audiences. The rebrand transforms "MSNBC" into "MS NOW," which the network says stands for "My Source for News, Opinion, and the World."
The domain choice reveals some interesting challenges in the digital transition. MS NOW couldn't secure the obvious msnow.com, which remains occupied by a largely empty page about "Motorized Snow vehicles." Instead, the network opted for the newer .now extension, which went on sale through Amazon Registry Services in August 2024.
There's historical irony in keeping the "MS" branding, considering Microsoft sold its stake in MSNBC over a decade ago. The original joint venture between Microsoft and NBC launched in 1996 during the early days of the commercial internet, when tech companies were exploring media partnerships. Microsoft's exit in 2012 left NBC Universal as the sole owner until Comcast's acquisition.
The new website maintains MSNBC's familiar content structure and navigation, but strips away the NBC peacock logo that's been central to the brand since launch. In its place, MS NOW uses a new flag-inspired logo design that signals its independent editorial stance. The visual refresh extends beyond just branding - it represents a fundamental shift in how cable news networks adapt to cord-cutting and changing media consumption habits.
