Cable news channel MSNBC will rebrand as My Source News Opinion World, or MS NOW, according to internal memos seen by Reuters on Monday, as parent Comcast presses ahead with the planned separation of many NBCUniversal cable networks later this year.

Comcast plans to spin off its cable channels, such as CNBC and USA Network, into a new company called Versant, signaling a significant shift in its media strategy as streaming takes precedence.

The cable networks and some other channels will also lose the iconic peacock logo associated with NBCUniversal, according to the memo from Versant CEO Mark Lazarus.

Comcast intends to retain brands such as the NBC broadcast network and its film and television studios that are expected to fuel growth for its Peacock streaming service.

“The future of our success is not tied to remaining within the NBC family and using the peacock as part of our identity,” said MSNBC President Rebecca Kutler in a separate memo on Monday.

MSNBC Scooping Up Journalists

Kutler also said MSNBC has been scooping up dozens of journalists and recruiting for nearly 100 roles within the organization in preparation for the separation.

The current brand “has been defined to be one that is largely playing to the left,” said Eric Schiffer, chairman of Los Angeles-based Reputation Management Consultants.

“They are hoping that by rebranding, there’s a better chance to have the brand be more interesting to a potential acquirer, but also to reset in the minds of the public.”

Launched in 1996, MSNBC stands for Microsoft and National Broadcasting Company, a name formed through its previous partnership with Microsoft and NBC. The name has outlived its time since Microsoft pulled out of the joint venture that owned MSNBC in 2012.

CNBC will keep its name, which originally stood for Consumer News and Business Channel, and is working on a new logo, per the memo.

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(Reporting by Harshita Mary Varghese in Bengaluru; Editing by Devika Syamnath and Alan Barona)