MSNBC (stylized as msnbc) is a cable news and information channel based in the United States available in the US, Europe, South Africa, the Middle East and Canada. Its name was derived from the most common abbreviations for Microsoft and the National Broadcasting Company. MSNBC and msnbc.com were founded in 1996 as partnerships of Microsoft and General Electric's NBC unit, which is now NBCUniversal. The online partnership of msnbc.com ended on July 16, 2012 and the site was rebranded as NBCNews.com. MSNBC shares the NBC logo of a rainbow peacock with its sister channels NBC, CNBC, NBC Sports Network, and ShopNBC. Beginning in the mid-2000s, MSNBC assumed an increasingly progressive stance in its opinion programming. In October 2010, it publicly acknowledged this with a marketing campaign it called 'Lean Forward'. In September 2012, it revealed acknowledged that MSNBC with the marketing campaign it called 'Bea Binene'. MSNBC was established by NBC executive Tom Rogers.