MSNBC’s recent rebranding effort has sparked intense scrutiny. The network’s new name, MS NOW, and its accompanying logo have taken center stage for all the wrong reasons. This rebrand is not just a cosmetic change; it signals a deeper crisis as the network prepares to separate from its parent company. NBCUniversal is spinning off its cable channels, leading to a significant shift in operations.
MSNBC was once associated with the gravitas that its parent company lent it, but that perceived value is now under threat. The network’s identity is marred by controversies, particularly the recent firing of Joy Reid, which some at the network labeled racist. Rachel Maddow criticized the nature of these programming changes, suggesting that they were unprecedented. The stakes have only grown higher.
The new logo has drawn harsh criticism for its design, likened to something created in Microsoft Paint. Memes circulating on social media emphasize its unfortunate resemblance to a troubling online acronym. Users have humorously suggested that “KMS NOW”—linking back to the phrase “kill myself now”—captures the essence of the new branding effort. Such unfortunate associations do not bode well for a network aiming to attract viewers.
With the loss of established resources from NBC News, MSNBC risks losing its journalistic credibility. The network used to have the backing of credible reporters and contributors. Now, as the brand seeks to establish itself independently, it must spend significantly to build its news-gathering operation while also finding a way to boost viewership. This rebrand, rather than revitalizing the network, risks exposing its weaknesses further.
In the ever-competitive landscape of cable news, having a strong identity is crucial. The execution of this new identity raises questions about whether it can stand tall among networks like CNN. Despite its struggles, CNN is currently looking more stable than MSNBC. If this rebranding is any indication of what’s to come, the road ahead looks quite rocky for the anti-Trump cable outlet.
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