Starting Saturday, NBCUniversal’s cable news channel MSNBC will be called MS NOW, a makeover that may come as a shock to its loyal audience.

It’s why every MSNBC host has been sending the same message in promotional spots, on their programs and in press interviews about the new moniker. They say: We’re not going anywhere and we’re not changing.

“‘Morning Joe’ will still be ‘Morning Joe,'” said the program’s co-host Joe Scarborough in a recent Zoom conversation. “Chris Hayes will still be Chris Hayes. Rachel Maddow will still be Rachel. Lawrence O’Donnell will still be Lawrence.”

“We’re just going to keep doing what we do,” added Scarborough’s wife and co-host, Mika Brzezinski.

While no programming changes are planned, the rebranding will be a test in an age when brand awareness is diff

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