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Marianne Paskowski



Oxygen Targets ‘Generation O’

April 24, 2008 12:18 PM

Interesting, and possibly risky, rebranding effort for Oxygen, the women’s cable network now owned by NBC Universal.

The new branding effort is aimed at the 18-34 demo, or “Generation O,” as the network defines the younger strata of its audience, which spans the 18 to 49 age spread.

So what are Generation O’s? According to Oxygen, they are “trenders, spenders and recommenders.” That’s got to resonate with Madison Avenue media buyers in quest of the holy grail: younger viewers.

But could that buzzword Generation O actually backfire?

Health care experts and pediatricians actually define Generation O as Generation Obese, consisting of fat youngsters in the nation.

Who knew? Apparently, Oxygen did not.

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Comments (20)

brandwatch:

Oh, I thought the O branding was taking Oprah head on -- with a one year running start.

Marianne Paskowski:

Hi Brandwatch,

I thought the O, as in Oxygen, the new logo was a clever way to describe Oxygen viewers as trenders, spenders, recommenders.

Unfortunately it could mean obese kids.

Actually, you could be right with Oprah coming to Discovery next year.

I doubt it's Obama, another possibility. Oxygen is pushing Hillary on its present website.

Thanks for the insight,
MP

Andy S.:

I thought "O" meant something else entirely...as in The O Tapes, which is on HBO or Showtime, I think.

O well, I guess that shows where my mind is at!

Marianne Paskowski:

Andy,
Well I had no idea what Generation O meant. I know about Boomers, X and Y. So I Goggled the sucker and found Generation Obese.

Can't wait to hear from the rest of you. I do like that catchy little tagline, trenders, spenders, recommenders.

I should feed the dogs, and get ready for my fave show, "Fast Money."

MP

Chi-Town Mike:

April 24, 2008 12:18 PM

Interesting, and possibly risky, rebranding effort for Oxygen, the women’s cable network now owned by NBC Universal.

The new branding effort is aimed at the 18-34 demo, or “Generation O,” as the network defines the younger strata of its audience, which spans the 18 to 49 age spread.

So what are Generation O’s? According to Oxygen, they are “trenders, spenders and recommenders.” That’s got to resonate with Madison Avenue media buyers in quest of the holy grail: younger viewers.

But could that buzzword Generation O actually backfire?

Health care experts and pediatricians actually define Generation O as Generation Obese, consisting of fat youngsters in the nation.

Who knew? Apparently, Oxygen did not.


First and Foremost... Yes please feed the dogs before they teach themselves how to break into the cabinets. (survival of the kitchen) hehehe J/K!

Put me down as another victim that thought they were taking on Oprah. As far as I am concerned it's brilliant marketing. It catches your attention because people think that it's something else. "Generation O" is a great catch-phrase.

If Oxygen is worried about obesity backlash, then how about a Tyra-ripoff series? While I don't watch Tyra, I don't see her leaving the scene anytime soon.

The bottom line, this is a cheap and very inexpensive way for Oxygen to gain market-share, I'm sure they wouldn't mind dipping into Hallmark's pool.

Marianne Paskowski:

Hi Chi,

Well Oprah was with Oxygen, left years ago and is striking off on her own with Discovery. Would Oxygen want to risk ticking her off?

Probably,
Thanks for the post,
MP

cruiser:

Yo, Blondie --

And I would have thought that "Generation O" harkens back to the days of the "Big O" and the "G-spot" titilations that fascinated pop culture in the seventies. If you do remember those preoccupations, you're too old for Oxygen's O Generation. Frankly, the Big O is always going to be more fun.

Cruisin not Bruisin

Marianne Paskowski:

Hi Cruiser,

I think you just gave Oxygen a great idea here!

Thanks,
MP

Jason:

Oxygen's rise has been interesting to follow. My mom is a big Days of Our Lives fan and the recent rumors on the fan sites say that Oxygen is a leading candidate to take over the program should NBC foolishly cancel it.

Marianne Paskowski:

Jason,

That would be crazy, soap opera fans are fanatical about their shows and what could Oxygen bring to the party?

We'll have to check this out on Monday.

Thanks for the tip,
Marianne

Jason:

Marianne,
This whole deal about Days is because of sinking ratings. Numbers have recently rebounded some from what I've been following but I still hear Zucker dislikes the program. Chalk up hour 5 of Today. Rumor has it that ABC or its cable net SoapNet are also interested but I'm sure for SoapNet or Oxygen to pick it up, significant cast cuts and cut backs in the amount of episodes aired would also decrease.

Marianne Paskowski:

Hey Jason,

Perish the thought of Today going for hour five. The easiest thing to do would be for SoapNet to just pick it up. Why haven't they already? I really don't follow soaps, but a lot of people do.

Lot's of earnings coming out tomorrow, CBS and Comcast in the media space. I really think CBS and Viacom should merge again. This stuff with Viacom blowing off Showtime to start another pay TV service is so short sighted.

Best,
mp

Jason:

Hey Marianne,
If I remember correctly, SoapNet already has repeats of the same days episode of Days airing in the evening and its their highest rated repeat. I assume they would want to keep that.
Take care,
Jason

Marianne Paskowski:

Jason,

If that's the case, NBC should just leave this alone and make your mother happy!

Perhaps SoapNet does a better job at promoting this show?

Have your mother write Zucker a letter. He has a tin ear when it comes to show biz.He could learn a lesson from PT Barnum.

Given NBCU's holdings, why don't they plug the soap operas on their other channels?

Just a thought,

MP

If "DAYS" is to make it, they will have to remain on a major network. The apperatus to turn out these daily serials is massive and requires a large revenue source to pay for all of it.

Soapnet and the foreign sales are ancillaries to push the profit margin. You can't mount these efforts on those comparatively minimal incomes.

Zucker, like Moonves at CBS, has reached his time to go. Don't go away mad, just take your many millions and go...NOW!
Peter Bright

Marianne Paskowski:

Hi Peter,

You might get your wish. The buzz won't go away about GE selling NBC after the Olympics.

Marianne

Jaso:

If GE sells NBCU after the Olympics (I personally think they will) then is it the end of Jeff Zucker? I've never understood how someone who makes things worse, gets to stick around. Perhaps a new parent company would knock some sense into their heads.

Marianne Paskowski:

Jaso

GE's Immelt says it's not for sale. But then in reporting the quarter, contrary to what he had said only a week earlier on CNBC, there were indeed problems with GE's lending division. He even ticked off Jack Welch.


mp

Did Oxygen really say anything that moves the needle? Nope. Just more micro target marketing of the same coveted 18-34 demographic. Programming's the same, too. Sigh. Unless someone gets inspired and educated over at NBCU within the next six months I'll be sending a ten pound bag of dog food your way. Whatever happened to the synergies with iVillage? I would've thought that NBCU would've gone with the name Village, which is much more communal and friendly than Oxygen, which is necessary and comes out of a cold metal tank.


Marianne Paskowski:

Cory,

Nothing new really, except a chuckle for me over Generation O, as in Obesity!

Marianne

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