MSNBC, the left-wing cable news channel that built its brand on Trump-bashing and progressive politics, announced Monday that it is officially rebranding in a desperate bid to stop hemorrhaging viewers.

The network, launched in 1996 as a partnership between NBC and Microsoft, will now be known as My Source News Opinion World — abbreviated as MS NOW — following its spin-off from NBCUniversal, according to Mediaite.

Mark Lazarus, CEO of Versant — the new parent company of both MSNBC and CNBC — explained the move in a memo. “During this time of transition, NBCUniversal decided that our brands require a new, separate identity. This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering operation,” he wrote.

Crucially, the new MS NOW brand will abandon the iconic NBC Peacock logo. “The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity,” Lazarus wrote. “As we all know, the peacock is synonymous with NBCUniversal, and it is a symbol they have decided to keep within the NBCU family.”

CNBC, however, will keep its name due to contractual obligations, though it too will lose the Peacock branding in favor of a new logo yet to be unveiled.

MSNBC President Rebecca Kutler tried to calm staff nerves in a memo, promising that while the name will change, the ideological direction of the network will not: “While our name will be changing, who we are and what we do will not. Our commitment to our work and our audiences will not waiver from what the brand promise has been for three decades.”

Translation: MS NOW will continue pumping out far-left opinion content dressed up as “news.”

The rebrand comes after a tumultuous year for the network, which has seen plummeting ratings and high-profile internal fights. Earlier this summer, MSNBC axed the shows of controversial host Joy Reid, weekend personalities Katie Phang, Jonathan Capehart, and Ayman Mohyeldin, and demoted fill-in host Alex Wagner — while promoting Biden’s former press secretary Jen Psaki to primetime.

Rachel Maddow, MSNBC’s highest-profile host, publicly lashed out at management over Reid’s firing. On-air, she called Reid her “most respected colleague” and “a bad mistake to let walk out the door,” signaling deep fractures inside the network.

“I love everything about her. I have learned so much from her. I have so much more to learn from her,” Maddow said in February, openly questioning MSNBC leadership’s judgment.

Despite Maddow’s protests, MSNBC moved ahead with its programming purge as it tries to salvage viewership in the face of growing dominance by Fox News, Newsmax, and other outlets that conservatives increasingly trust over legacy media.

The rebrand to MS NOW underscores MSNBC’s identity crisis: a channel once branded as “news” now openly acknowledges its real product is partisan opinion. With collapsing ratings, internal turmoil, and a rebrand that strips away its last tie to NBC’s credibility, MSNBC’s future looks shaky.

Conservatives have long argued that MSNBC’s downfall is self-inflicted — a network addicted to spreading the Russia hoax, pushing impeachment fantasies, and protecting Democrats at any cost. Now, with viewers abandoning it, MS NOW looks less like a bold new future and more like a desperate attempt at survival.