On Monday, August 18, 2025, The Wall Street Journal reported that MSNBC, the American cable news channel known for its liberal-leaning commentary, will undergo a significant rebranding as part of Comcast’s spinoff from NBCUniversal. The network, originally launched in 1996 as a joint venture between Microsoft and NBC, will be renamed “My Source News Opinion World,” or MS NOW, as it separates from NBC News. This move, announced as part of Comcast’s strategic restructuring, has stirred both industry buzz and online amusement, particularly following a humorous jab from Fox News host Greg Gutfeld.

Comcast’s Spinoff and MSNBC’s Rebranding

Comcast, the parent company of NBCUniversal, announced in late 2024 its plan to spin off several cable networks, Roswell, including MSNBC, CNBC, USA Network, Oxygen, E!, SYFY, and the Golf Channel, into a new publicly traded company named Versant. The rebranding to MS NOW is intended to establish a distinct identity for MSNBC as it builds an independent newsroom, separate from NBC News. According to Versant CEO Mark Lazarus, the name change aims to “accelerate the distinction” between MSNBC and NBC News, mitigating brand confusion as the two entities compete post-spinoff. The iconic NBC peacock logo will also be dropped from MSNBC’s branding, with CNBC retaining its name but adopting a new logo without the peacock.

MSNBC President Rebecca Kutler emphasized that the network’s editorial direction will remain unchanged, focusing on its “progressive audience” and commitment to “breaking news and best-in-class opinion journalism.” The rebrand will be supported by a major national marketing campaign, and MSNBC has been actively hiring, adding around 40 journalists from outlets like CNN, Bloomberg, and Politico to establish its own Washington, D.C., bureau.

Greg Gutfeld’s Hilarious Reaction

The announcement of MSNBC’s new name, MS NOW, quickly became a topic of online chatter, with social media users poking fun at the acronym and logo. Fox News host Greg Gutfeld, known for his sharp wit on Gutfeld! and The Five, added fuel to the fire with a comedic jab that left netizens in stitches. While Gutfeld’s exact remarks were not detailed in reports, his characteristic irreverent humor—previously described as “merry trolling” by The New York Times—sparked widespread amusement online. Social media posts on X highlighted the hilarity, with users calling the rebrand “one of the worst branding disasters in media history” and joking that the new logo “looks like it belongs on a discount computer from 1998.” Another user quipped, “MSNBC rolls ‘worst name ever,’ asked to leave cable television,” while others suggested alternative names like “BS NOW.”

Gutfeld, who has previously dominated ratings against MSNBC and CNN, is no stranger to mocking his rivals. His late-night show Gutfeld! was the sixth-most-watched cable news program on February 14, 2023, outpacing MSNBC’s viewership during the same hour. His recent appearance on NBC’s The Tonight Show Starring Jimmy Fallon on August 14, 2025, further showcased his ability to cross network lines with his provocative humor, making his reaction to MSNBC’s rebrand a viral moment online.

Online Backlash and Industry Implications

The rebranding has not been without criticism. Social media reactions, as reported by Daily Mail, described the new name as “corny” and “lame,” with some users comparing it unfavorably to HBO’s rebrand to MAX. Former MSNBC host Keith Olbermann took to X to express disbelief, simply stating, “No I’m not kidding.” Despite the mockery, Versant and MSNBC executives remain optimistic, with Lazarus asserting that the rebrand will help the network “chart our own path forward” as part of Versant’s portfolio.

The spinoff reflects broader industry trends, as cable news faces challenges from cord-cutting and the rise of streaming platforms like Netflix and Peacock, which will remain under NBCUniversal. Comcast’s decision to separate MSNBC and other cable assets into Versant is seen as a strategic move to focus on streaming while leveraging the profitability of cable networks. However, the rebrand’s reception suggests MSNBC faces an uphill battle in winning over audiences with its new identity.

As MSNBC prepares for its transformation into MS NOW by the end of 2025, the network’s ability to maintain its loyal viewership while navigating the competitive media landscape will be closely watched. For now, Greg Gutfeld’s sharp-tongued commentary has ensured that the rebrand is as much a source of laughter as it is a corporate milestone.