By DAVID BAUDER, Associated Press

Changing its mind about keeping its name, the MSNBC news network said Monday it will become My Source News Opinion World, or MS NOW for short, as part of its corporate divorce from NBC.

The TV network, which appeals to liberal audiences with a stable of personalities including Rachel Maddow, Ari Melber and Nicole Wallace, has been building its own separate news division from NBC News. It will also remove NBC’s peacock symbol from its logo as part of the change, which will take effect later this year.

This image released by Versant shows the logo for My Source News Opinion World, or MS NOW. (Versant via AP) 

The name change was ordered by NBC Universal, which last November spun off cable networks USA, CNBC, MSNBC, E! Entertainment, Oxygen and the Golf Channel into its own company, called Versant. None of the other networks are changing their name.

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MSNBC got its name upon its formation in 1996, as a partnership then between Microsoft and NBC. Even back then, it was a puzzling moniker to many. But it stuck, even after the NBC partnership with Microsoft that produced it ended, and Versant CEO Mark Lazarus said in the initial days of the spinoff that it would stay, making Monday’s announcement an unexpected about-face.

Name changes always carry an inherent risk, and MSNBC President Rebecca Kutler said that for employees, it is hard to imagine the network under a different name. “This was not a decision that was made quickly or without significant debate,” she said in a memo to staff.

“During this time of transition, NBC Universal decided that our brand requires a new, separate identity,” she said. “This decision now allows us to set our own course and assert our independence as we continue to build our own modern newsgathering organization.”

Kutler said the network’s editorial direction will remain the same. “While our name will be changing, who we are and what we do will not,” she said.

Still, it’s noteworthy that the business channel CNBC is leaving “NBC” in its name. MSNBC argues that CNBC has always maintained a greater separation and, with its business focus, is less likely to cover many of the same topics.

The affiliation between a news division that stresses objectivity and one that doesn’t hide its liberal bent has long caused tension. President Donald Trump refers to the cable network as “MSDNC,” for Democratic National Committee. Even before the corporate change, NBC News has been reducing the use of its personalities on MSNBC.

Some NBC News personalities, like Jacob Soboroff, Vaughn Hillyard, Brandy Zadrozny and Antonia Hylton, have joined MSNBC. The network has also hired Carol Leoning, Catherine Rampell and Jackie Alemany from the Washington Post, and Eugene Daniels from Politico.

Maddow, in a recent episode of Pivot, noted that MSNBC will no longer have to compete with NBC News programs for reporting product from out in the field — meaning it will no longer get the “leftovers.”

“In this case, we can apply our own instincts, our own queries, our own priorities, to getting stuff that we need from reporters and correspondents,” Maddow said. “And so it’s gonna be better.”

MSNBC’s Joe Scarborough revealed he network’s new logo on his show Monday morning. “It looks very sporty,” he said.