In the media business, at least, breaking up can still be hard to do. MSNBC will have to take a new name in months to come as it seeks to carve out an identity that will have it competing for scoops and news with current corporate sibling NBC News.

MSNBC will be rebranded as My Source News Opinion World, or MS NOW, later this year, as the network prepares for its spinoff from Comcast, while it also will shed the Peacock logo. The change, announced on Monday,

Now, MSNBC is MS NOW. As MSNBC leaves NBCUniversal for Versant (fka SpinCo.), the cable news channel is rebranding to an acronym that stands for My Source for News, Opinion and the World. Right, so the MS no longer stands for Microsoft, but it’s still there.