A cable channel will have a new name come June 1 — the third name for the channel, which has been around for eight years, AP reports.
The channel is GMC, which was knowns as Gospel Music Channel until it changed its name in connection with expanding its programming beyond music. Next, it will be known as UP.
Charles Humbard, the channel’s president and CEO, does not want the move to be thought of as a rebranding.
Said Humbard: "We’re ‘refacing’ or renaming the network to be clear about what we really stand for as a brand. For us, the move to UP is a way to very succinctly say something that’s always been."
AP adds: “The Atlanta-based channel’s focus on ‘uplifting and faith-friendly entertainment’ will continue with an expansion of its mix of original movies, plays and series and reruns of network programs, said Brad Siegel, its vice chairman.”
The channel’s first reality series, "Family Addition With Leigh Anne Tuohy," is coming June 7. It will be followed by another reality show, "Bullock Family Ranch," in July.
“In its recent presentation to advertisers in New York, UP also announced seven new movies that include the holiday titles ‘Guess Who’s Coming to Christmas,’ starring Drew Lachey, and ‘Silver Bells,’ with Bruce Boxleitner,” AP reports. “The programming schedule, which is bookended by the music video blocks ‘Uplifting Urban’ ‘Uplifting Pop’ and ‘Uplifting Country,’ includes repeats of dramas and sitcoms including ‘Touched by an Angel’ and ‘Moesha.’"
The channel is in about 62 million homes in the U.S., the report notes. The channel “did a road test of the new name and found significantly more people said they would watch UP over the alphabet-soup GMC,” the story adds.