On Monday, Aug. 18, the cable news channel revealed it has rebranded amid its exit from NBCUniversal. MSNBC will now be called My Source for News, Opinion and the World, or MS NOW.

In addition to MS NOW, USA Network and Golf Channel will merge into a new USA Sports brand and CNBC will change its logo but retain its name

Lefty cable channel MSNBC is being forced to take on a new name after its spinoff — as the NBC brand strips the network of its iconic peacock symbol. Mark Lazarus, who will lead Versant, the new company consisting of MSNBC and other cable assets,

MSNBC is changing its name to MS NOW (short for My Source for News Opinion and the World). MSNBC will have a new name as it seeks to carve out an identity that will have it competing for scoops and news with current corporate sibling NBC News following the spin-off of the bulk… pic.twitter.com/3QOvpP8ZBL

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