MSNBC, the progressive cable news network owned by NBCUniversal, is undergoing a major rebrand. The network will now be known as MS NOW, an acronym for “My Source for News, Opinion and the World.”

Executives say the new name reflects a push to modernize the channel’s image while emphasizing its blend of breaking news, political commentary, and global coverage. The change comes amid an increasingly competitive media landscape, where streaming platforms and digital-first outlets continue to reshape how audiences consume news.

NBCUniversal stressed that while the brand is changing, the network’s progressive identity and editorial focus will remain intact. The rebrand will be accompanied by updated graphics, a refreshed streaming strategy, and new on-air programming meant to attract younger viewers.

Industry analysts view the move as an effort to strengthen MSNBC’s position against rivals such as CNN and Fox News, while also expanding its digital reach.