Oxygen Media announced a rebranding of its cable network using the new slogan “Live Out Loud.”
Acquired by NBC Universal last year, Oxygen also announced plans to air its original programming Tuesday nights at 10 p.m., a strategy designed to target its audience, which it has dubbed “Generation O.”
Oxygen.com is being revamped with a new video player in June, and the network will employ a multiplatform strategy called “Oxygen Everywhere” to reach its young female audience wherever they are.
“When NBCU acquired Oxygen last year, our goal was simple: We needed to add value and momentum to the company’s cable portfolio,” said Lauren Zalaznick, president of Oxygen Media. “By defining the Oxygen audience, launching the new brand and tagline and building out our ‘Oxygen Everywhere’ strategy, we are now well positioned to bring meaningful value to our advertisers and to the company.”
Oxygen said it will be hyper-focusing on women 18-34 who are members of its Generation O, which it defines as “trenders, spenders and recommenders.”
The network will launch an ad campaign May 5 aimed at Madison Avenue to push the new positioning before the upfront ad sales market begins.
“Oxygen’s young, trend-obsessed audience is incredibly valuable to advertisers,” said Jason Klarman, general manager of Oxygen. “They want the latest of everything, are willing to pay for it and they love to spread the word.”
The network plans to concentrate its original programming on what it calls “seamless” Tuesday nights, with a new show or episode premiering every Tuesday at 10 p.m. The scheduling starts with the return of “Tori & Dean: Home Sweet Hollywood” on June 17.
Oxygen also said it is picking up another season of “The Janice Dickinson Modeling Agency,” and will air a special reuniting its “Bad Girls,” hosted by Star Jones, on May 20. Tori Spelling and Dean McDermott of “Tori & Dean” will host a special called “Oxygen’s 25iest: Power Couples” on June 10.
Also in production is “Coolio’s Rules,” featuring the rapper raising his family.
Other reality shows in development for 2009 are “Dance Your Ass Off,” a combination competition and weight-loss show; “Glamazons,” following four single women working their way up in the music business; and “Meltdown,” which looks at celebrity collapses.
New ‘Loud’ Look for Oxygen
Apr 23, 2008 • Post A Comment