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

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 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.

The rebranding — which stands for My Source for News, Opinion, and the World — comes as Comcast spins off several of its cable networks into a new company called Versant. The change will drop both the NBC name and the peacock logo from MSNBC 's branding.

The upcoming spinoff of communications giant Comcast’s ($CMCSA) linear television arm, which will form a new operation called Versant, will not

MSNBC will change its name to MS Now, for My Source News Opinion World, and unveil a new logo this year as part of the cable news channel’s spinoff from the Comcast-owned media company NBCUniversal. CNBC's Andrew Ross Sorkin joins Joe Scarborough to break the news.

In the media business, at least, breaking up can still be hard to do. MSNBC will have to take a new name in months to come as it seeks to carve out an identity that will have it competing for scoops and news with current corporate sibling NBC News.

Robby Soave and Lindsey Granger react to MSNBC announcing new name, "MS NOW."