(Cupventi.com) – In a landmark decision shaking up legacy media, Comcast announced on Wednesday it would spin off several NBCUniversal cable networks into a new entity. This move, which includes MSNBC, CNBC, and others, signals a significant transformation in the cable and streaming landscape. The liberal-leaning MSNBC will no longer be affiliated with NBC News, raising questions about its editorial direction, operational structure, and future identity.
Cesar Conde will retain his position as head of the NBCUniversal News Group, overseeing NBC News, Telemundo, NBC News Now, and local stations. However, MSNBC and CNBC will no longer fall under his purview. Instead, these networks will join other NBCUniversal properties such as USA Network, Oxygen, E!, SYFY, and Golf Channel in a new entity temporarily called “SpinCo.” This spinoff will be led by Mark Lazarus, Chairman of NBCUniversal Media Group, and Anand Kini, NBCUniversal’s CFO and EVP of Corporate Strategy.
While details remain unclear, questions loom over whether MSNBC will maintain its editorial direction or undergo a rebranding. MSNBC staffers are also uncertain if their headquarters will remain at NBC’s famed Rockefeller Center, which has housed the network since its inception.
The decision to separate MSNBC from NBC News has sparked mixed reactions among employees. While some see the potential for growth, others worry about resource downsizing and operational disruptions.
“There was no conversation about what the editorial direction will look like,” an MSNBC staffer told Fox News Digital. “But I don’t know if anything will be different than it was two days ago.”
Comcast’s decision comes at a challenging time for MSNBC. The network has faced declining viewership, public controversies—including the hiring of Ronna McDaniel earlier this year—and changing political winds. Additionally, the growing dominance of streaming services and cord-cutting has impacted cable networks across the board.
“Arguably, we’re still a deteriorating business,” the staffer admitted, while cautiously optimistic about the opportunity to “squeeze more value out of these businesses.”
One notable development is the possibility of a rebranding for MSNBC. Originally named in 1996 as a joint venture between Microsoft and NBC, the network’s name and logo could face changes. Microsoft has long since exited the partnership, and with MSNBC’s separation from NBC News, the name may no longer hold relevance.
“There’s a lot of brand equity in being MSNBC or CNBC,” the staffer noted, adding that a name change would be a “very big deal” for the network’s identity.
Logistical challenges also complicate the spinoff. MSNBC and NBC News currently share facilities, equipment, and personnel at their Long Island City studio. Splitting these operations could require substantial investment in new infrastructure, which staffers acknowledge would be costly in a time of industry retrenchment.
The separation raises broader concerns about NBC News, which has historically relied on MSNBC for shared resources and on-air talent. Critics, including a former high-ranking NBC News staffer, warn that the move could weaken NBC News.
“It would be the tragic disembowelment of NBC News and leave it weak and flailing,” the former employee said, comparing its potential fate to that of ABC News and CBS News.
Meanwhile, Comcast appears focused on bolstering the new entity’s financial success. SpinCo’s assets reportedly generated $7 billion in revenue over the past year, and Comcast hopes the restructuring will maximize profitability while allowing NBCUniversal’s other assets in broadcast, sports, movies, and theme parks to pursue higher growth opportunities.
The formation of SpinCo is expected to take a year, with key figures like Lazarus addressing employee concerns during internal meetings. “People don’t really know him, but he presented pretty well,” a staffer remarked.
While Lazarus has yet to confirm whether MSNBC will maintain its progressive editorial stance, staffers speculate the network will continue catering to its liberal audience. With current NBCUniversal executives at the helm, the spinoff may provide an opportunity to streamline operations and focus on long-term growth.
However, uncertainty lingers. As MSNBC navigates its separation from NBC News, its employees face an unpredictable future marked by both challenges and potential reinvention.