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,

Comcast's SpinCo, which will include USA, MSNBC, CNBC and E!, will be renamed Versant to emphasize corporate versatility and adaptability, the company said.

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.