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Targeting a Demo: NBCU's Oxygen Unveils New Logo, New Tagline -- and a Batch of New Series THR

The cable channel Oxygen is doing some rebranding as part of NBCUniversal’s push to revitalize its cable networks -- and part of the channel's focus on attracting a young female audience, The Hollywood Reporter’s Live Feed reports.

The changes -- including a new logo and the new tagline "very real" -- were unveiled at the Television Critics Association press tour. The new look will be used across Oxygen’s platforms starting Oct 7.

The new branding will reflect the network’s focus on “authentic, proudly imperfect and diverse characters,” the network said.

The cable channel has also picked up two series, “It Takes a Sister,” about Nikki “Hoopz” Alexander and her life with her younger sisters, and “After Happily Ever After,” which is about 20-somethings who married early, the piece reports.

The network is also developing three new projects, including “The Assistants,” about people who work as assistants to business leaders; “Party INC,” about a party-planning start-up; and “Stranded at Work,” which focuses on millennials and the workplace.

“This is a dynamic time for Oxygen as we rebrand and reinforce the network as the destination for young female viewers,” said Frances Berwick, president of Bravo and Oxygen Media. “With nine new series, we are committed to increasing original programming with vibrant and bold shows that are in line with our new programming filter and target this underserved audience.”

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