MSNBC President Rebecca Kutler stated that the company’s future success is not dependent on whether it remains within the NBC family or uses Peacock in its branding.
The cable news channel MSNBC will change its name and retire its iconic peacock logo later this year, as parent company Comcast moves forward with its plan to separate many NBCUniversal cable networks. The left-leaning media company will be rebranded as My Source News Opinion World, or MS NOW, over the coming months as part of this process.
Comcast plans to spin off its cable channels, including USA Network, CNBA, and MSNBC, into a new company called Versant. It is a significant shift in its media strategy, as the company is looking for ways to make money on growth opportunities in the era of streaming.
Comcast wants to retain the Peacock logo, along with brands such as the NBC broadcast network and its film and television studios, which is expected to help grow its Peacock streaming platform.
MSNBC President Rebecca Kutler stated that the company’s future success is not dependent on whether it remains within the NBC family or uses Peacock in its branding, while also noting that MSNBC has been actively hiring for nearly 100 roles within the company as it prepares for the separation.
Kutler indicated that the network will not change its editorial direction, asserting that even though its name changes, it will not change its identity or operations.
Mark Lazarus, who is heading the new company, informed their network employees about the new strategy during a meeting, which was also held to share the news of Rashida Jones’ departure as the network’s president and the appointment of Rebecca Kutler as the interim successor. He also mentioned during the meeting that he wanted to set aside the rumours about changing the MSNBC name.
Lazarus also mentioned that Kutler would be heading out for a lead in newsgathering and talent management. Throughout its existence, the company has gotten its correspondents and anchors from its sister channel, NBC News, which will still continue to be part of Comcast.
Lazarus asserted his desire to leave well enough alone, especially when things are working in their favour. He cautioned against making changes simply for the sake of exercising authority, which any leader can do.
The planned spinoff, announced in November, is expected to be finalized within approximately a year. This process will also include USA Network, CNBC, Oxygen, E!, SYFY, and Golf Channel.
Comcast plans to hire Rebecca Campbell, Creighton Condon, Michael Conway, and David Eun to its board.
Campbell is used to working as a Disney executive, Condon is a senior lawyer at A&O Shearman, Conway is a former chief executive of Starbucks North America, and Eun is an adviser to the startup company, Kanza AI.
The board will also include Gerald Hassell, former CEO of BNY Mellon; Scott Mahoney, CEO of Peter Millar; Maritza Montiel, former vice chair of Deloitte; and Len Potter, founder of Wildcat Capital Management.
MSNBC means Microsoft and National Broadcasting Company. It was established in 1996. It got its name from its previous collaboration with Microsoft and NBC. The name has become outdated since Microsoft withdrew from the joint venture that owned MSNBC in 2012.
CNBC will retain its original name, which was Consumer News and Business Channel, and is currently in the process of redesigning a new logo, as stated in a memo from Versant CEO Mark Lazarus. Each of these modifications will take effect near the end of the year, Lazarus noted in the memo.
The existing brand has been defined to be one that is primarily appealing to the left, according to Eric Schiffer, chairman of Reputation Management Consultants in Los Angeles. He adds that he believes the company is trying to rebrand itself to change its audience’s perceptions.
