The New York TimesBrian Stelter is reporting that MSNBC.com is considering changing its name, in an effort to distance itself from the more opinionated cable network.

Charlie Tillinghast, MSNBC.com’s president, wrote in a memo last March, “Both strategies are fine, but naming them the same thing is brand insanity.” The channel and Web site are already separate companies.

Under the plan currently being discussed, MSNBC.com would become the web home for the cable network MSNBC, while a new address would become the home of the news content currently featured on the site.

MSNBC was originally founded as a partnership between Microsoft and NBC. Microsoft sold its stake in the cable channel in 2005, but retained a stake in the website.