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.

The spinoff will house Comcast's cable TV assets like USA, MSNBC, CNBC and E!, as well as some digital brands like Fandango.