Overview
- The rebrand follows Comcast’s creation of Versant, which makes the network independent of NBC News while keeping its existing channel placement.
- MS NOW has built a temporary newsroom in the former New York Times building in Manhattan with three new studios, VR capabilities and LED-rich sets.
- President Rebecca Kutler highlights investment in talent and faster decision-making, with hires from NBC News, Politico and The Washington Post including Ken Dilanian, Carol Leonnig and Eugene Daniels.
- Programming is expected to carry over, though some journalists remained with NBC, notably election analyst Steve Kornacki, limiting cross-network appearances.
- A national “Same Mission. New Name.” campaign is underway as executives prepare for possible short-term ratings volatility following October lows, with branding experts skeptical of the MS NOW name despite a recent election-night ratings lift.