Comcast renames its spinoff Versant to showcase corporate versatility
- Comcast has selected the name Versant for its new spinoff company, which includes the NBCUniversal cable networks.
- The company emphasizes versatility and aims to grow through digital properties and strategic acquisitions.
- The formation of Versant marks a transition toward a more digitally focused media approach in response to the industry's rapid changes.
On May 6, 2025, Comcast announced its decision to spin off a significant portion of its NBCUniversal cable portfolio, including popular networks such as USA, MSNBC, and CNBC. The new company, which will be known as Versant, aims to illustrate the concept of corporate versatility and adaptability. Chief Executive Officer Mark Lazarus, in a recent interview, articulated that the name was chosen to reflect familiarity with multiple subjects while steering clear of traditional media business models. The decision culminates from months of deliberation, involving marketing employees from various brands within the portfolio. Versant's formation focuses on building a robust assortment of individual brands rather than being identified strictly by its corporate name. The strategic vision involves a narrative of growth extending beyond linear media properties, delving into digital assets and targeted acquisitions. Lazarus noted that around 20% of the company's revenue already stems from digital channels, which signifies an ongoing trend towards digital integration within the media landscape. Notably, the company has also expressed little interest in acquiring additional cable networks unless they come with complementary growth prospects. In the wake of rapidly evolving media trends, Versant plans to maintain alignment with contemporary audience needs. For MSNBC, preliminary discussions have been initiated regarding the potential acquisition of Democratic-oriented podcasts; however, these would function as independent business units that market through the network rather than offering direct programming on MSNBC. The direction Versant aims to take is distinct in its focus on diversifying its portfolio of assets without solely integrating linear media. The naming process involved careful consideration and extensive input, with over 1,000 potential names vetted for trademark validity and market relevance. Ultimately, the moniker 'Versant' conveys the company's mission to explore opportunities in various domains, establishing it as a dynamic entity within an evolving media ecosystem despite the challenging economic landscape.