The new parent company of a large chunk of Comcast’s cable output has settled on a new name as MSNBC and other channels are being spun off. Versant, which previously went by the temporary name SpinCo,

NBCUniversal and Comcast's cable network portfolio spin-off Versant have brokered a new commercial service agreement that will see the former sell domestic advertising inventory for the latter under its One Platform banner.

According an audio announcement from brand marketers Lisa Fleming and Mike DeRienzo, thousands of names were considered, but only 43 passed “preliminary knockout.” Of that, 25 were cleared domestically. That was narrowed to 12 finalists that were presented to the leadership team.