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Versus What?

October 5, 2006 2:58 PM

Sorry, but I’m still having trouble with the new name for OLN, formerly the Outdoor Life Network, which again changed its name, this time to Versus. When I first saw the kiosk ads for Versus at CTAM in Boston last July, I thought how odd it was that AT&T is advertising its competing U-verse video service at a cable confab.

Looking more closely, I learned Versus was the new name for OLN, a cable sports channel owned by Comcast. So I guess the new name reflects that the channel is no longer just about outdoor pastimes, but will now carry Major League Baseball, the National Hockey League and America’s Cup. So Versus is now spending $10 million for a rebranding campaign using the slogan “The Competition is On.”

This new name, I predict, is going to take some time to sink in. For I just had the same reaction all over again when the company recently took out giant ads in the TV trades announcing Versus, thinking how odd is was for AT&T to promote its U-verse video service in publications read by cable and satellite services.

Am I the only one here having a problem with this new moniker?

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