MSNBC is about to undergo a name change in the coming days. This move follows its parent company, Comcast, spinning the channel off into a new company called Versant. Once MSNBC becomes part of Versant,

Back in January, the new CEO of MSNBC’s SpinCo, Mark Lazarus, said that MSNBC would keep its name after the spin-off. So the announcement Monday of the new MS NOW name was a change of plan. This would, of course, create more obvious distance between whatever “MS NOW” is up to and the existing NBC media empire.

MSNBC will change its name later this year to MS Now (My Source News Opinion World) and drop the peacock image from its branding. These are the first significant public-facing changes in Versant's upcoming separation from Comcast's NBCUniversal.

Comcast's looming spinoff of its cable assets is leading to a messy divorce between NBC News and MSNBC, which heavily relied on the Peacock network's news division.

MSNBC is reportedly set to change its name to "My Source News Opinion World," The Wall Street Journal reported on Monday as part of Comcast's spinoff from NBC Universal.

MSNBC changing its name to MS NOW is one of the worst branding disasters in media history. The logo looks like it belongs on a discount computer from 1998, not a serious news network. Absurd. pic.twitter.com/vjLAw6cOt5