MSNBC not changing name ... yet

Here's a story I don't quite understand. Everyone knows that MSNBC's shows often lag behind the shows and news coverage offered by rivals CNN and FOX News, so why wouldn't they change their name? The name change has been hinted at since NBC bought the majority stake in the company from Microsoft (the "MS" in the channel's name).

A change to NBC News Channel (or whatever name they would give the network) would not only sounds a lot better than MSNBC (which was always an odd name for a news network - NBC News would give an air of authority and gravitas to the channel), but maybe changing the name would be a kick in the pants not only to the employees of the station but also to viewers. Change, as they say, is good, so I don't see what possible positive point there would be in keeping an old name that is associated with second or third place?

Sure, the reason in the article below is that the channel has such a close association with Microsoft and the web site that it would be hard to change. But I don't buy it.