Morning Joe hosts claim they love it. Everyone else says it sounds like a multiple-sclerosis charity with MS Paint branding.

Cable news channel MSNBC will rebrand as My Source News Opinion World, or MS NOW, according to internal memos seen by Reuters on Monday, as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

MSNBC is rebranding and changing its name amid its exit from NBCUniversal. In a company-wide memo on Aug. 18, Versant CEO Mark Lazarus revealed it will now be called MS NOW.

MSNBC is rebranding to MS NOW, but Microsoft’s influence lingers. A look at the history of Microsoft’s role, and how the “MS” lives on.

MSNBC rebranded as MS NOW, dropping ‘NBC’ amid reactions. Hosts expressed excitement for independence, while critics raised concerns.

Left-leaning cable channel MSNBC was derided on Monday for the worst rebrand since New Coke after announcing a name change to MS NOW.

Left-wing cable network MSNBC is getting a new name, MS NOW, and a new logo that drops the peacock symbolism. The rebranding announcement left some scratching their heads while it triggered snarky sniping from others.

Cable news channel MSNBC is going to rebrand as My Source News Opinion World, or MS NOW, according to a new report from the New York Times. The change is happening because Comcast’s NBCUniversal is spinning off many of its cable TV assets into a new company called Versant, severing ties with the “NBC” part of MSNBC.