The cable news channel is getting a new name and dropping NBC's peacock logo as part of a spinoff from NBC Universal.

Versant is rebranding MSNBC as MS NOW, which stands for My Source for News, Opinion and the World, and dropping the iconic Peacock logo as part of the change.   The rebrand, announced Monday, is part of Comcast’s efforts to separate the progressive cable news channel from NBC News and its other assets as it works to spin off its linear cable properties by the end of this year.

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MSNBC will change its name to My Source News Opinion World (MS NOW) in its spinoff from Comcast’s NBCUniversal, The

Its logo will change from NBC’s trademark rainbow peacock to a blue background with a red-and-white striped flag.

The company says the name change will allow it to ‘chart our own path forward, create distinct brand identities, and establish an independent

The cable news network will adopt the new name MS NOW ahead of its spinoff from NBCUniversal.