Comcast’s NBCUniversal will drop the “NBC” from its left-leaning cable news network later this year, renaming it MS NOW—short for My Source News Opinion World—and retiring the peacock emblem that has identified the channel since its 1996 launch. Internal memos reviewed by Reuters, The Wall Street Journal and other outlets said the change will take effect just before Comcast spins off most of its cable assets. The rebrand is part of a plan to place MSNBC, CNBC, USA Network, Golf Channel and several smaller properties into a new, publicly traded company called Versant, valued at roughly $7 billion. Versant chief executive Mark Lazarus told staff the move “underscores our need for a distinct identity” as NBCUniversal keeps the broadcast network, Peacock streaming service and film studios, along with exclusive rights to the peacock logo. MSNBC president Rebecca Kutler said in a separate memo that while the channel’s name and graphics will change, its editorial focus on breaking news and opinion programming will remain intact. The network has already begun recruiting nearly 100 employees and is preparing what executives describe as a national marketing campaign unprecedented in its recent history. Founded as a joint venture between Microsoft and NBC, MSNBC kept the “MS” even after Microsoft exited the partnership in 2012. CNBC will keep its 34-year-old acronym—originally Consumer News and Business Channel—but like other Versant properties will introduce a new logo that omits the peacock. New branding for Golf Channel and combined “USA Sports” programming is also in development.