A major cable network announced “a complete overhaul of the network’s brand identity to complement a slate of new, original programming.” The network is TV Land, which unveiled a new logo and explained its new programming direction Tuesday.
Said Kim Rosenblum, Executive Vice President of Marketing and Creative for the Viacom-owned network: “Our new logo, look and editorial voice are a part of a major overhaul of the TV Land brand itself. The majority of our audience in prime time and weekends are now Gen Xers — vibrant, working adults who grew up on MTV and edgier shows. They demand and deserve a brand that is more connected to where they are today. They are layered and complicated, and their idea of escape is to lean in and go deep. We are a new TV Land for this new audience.”
One step in the new programming direction has been marked by Darren Star’s critically acclaimed “Younger,” which just wrapped its first season on TV Land and chalked up record growth numbers for the network.
The network said it has been moving toward “original programming that is more serialized, takes more risks and reflects the life experiences of the Gen X viewer. That evolution continues with the network’s new series premiering this summer — ‘The Jim Gaffigan Show,’ starring comedian, actor and New York Times best-selling author Jim Gaffigan; and ‘Impastor,’ a dark comedy starring Michael Rosenbaum (‘Smallville’) and Sara Rue (‘Less Than Perfect’) — and with season two of ‘Younger,’ as well as the launch of ‘Teachers’ from Chicago improv group The Katydids.”
TV Land also has a deal in the works with producers John Wells and John Riggi for a single-camera period comedy based on the life of “Real Housewives of Beverly Hills” fixture Kyle Richards.
The logo and other rebranding, which debuted Tuesday, reflect “the three tenets of TV Land’s reinvention: quality, cleverness, and truth,” the network said. “This new branding also strives to be more authentic, raw and emotive.”
Added Keith Cox, TV Land’s Executive Vice President of Development and Original Programming for TV Land: “For the past year, we’ve been taking more risks as a network, committed to bringing in the content that makes us a destination for unique shows that have a distinct voice, separating us from the TV Land of the past. The new look and logo signal that this change is officially here.”