It's the media buzz meter with Howard Kurtz.

Everybody is buzzing about MSNBC trotting out a new name, MS Now.

And a lot of people are just kicking the network around.

What a dumb name, what an awful name.

They're rebranding, this is the best they could come up with.

And they're all wrong.

Because in spinning off into a separate company and away from Comcast,

they can't use the name NBC.

They're not going to be part of NBC.

So then, you know, could somebody have come up with a more clever name, maybe?

But they're even losing the peacock.

If there's anything that, you know, sort of symbolizes NBC,

even in the days when sets started to switch from black and white to color, you'd have that peacock.

Well, not using that either.

But I can't believe how everyone's planted on people whose experience, you know, with a television set is mostly throwing things at it,

I've decided they're experts.

The now is supposed to stand for news, opinion, and world.

I'm sure everybody will forget that in about 12 seconds.

But, you know, now is a pretty good word in live television.

Anyway, I want to say a few words about the passing of somebody who,

I bet most of you've never heard of.

His name is Jules Whitkover.

...