TLC may have once stood for The Learning Channel, but the cable channel's new tagline seems custom-fitted to a different use of the three-letter abbreviation, which is commonly used to indicate "tender loving care."
The new tagline, Deadline.com reports, is "Everyone needs a little TLC." And along with it, the channel is launching a new multimillion-dollar brand campaign. The network announced plans Tuesday for the initiative, which includes on-air promotion and spreads in print publications nationwide, such as People magazine and US Weekly.
On TV, new spots will be seen on USA Network, E!, A&E, TNT, TBS, ABC Family, Dish, DirecTV and the Discovery Communications nets, Deadline reports.
Said TLC General Manager Nancy Daniels: “The tagline ‘Everyone needs a little TLC’ speaks to our mission of bringing viewers the content and experiences that resonate with their lives, and give them a chance to satisfy their fascination with the unknown and understand the larger world around them. TLC’s brand promise hasn’t changed — sharing remarkably relatable real-life stories without judgment — and we’ll continue to be the best destination to find the extraordinary in the everyday.”