Reveals new logo, focus, programming slate

With NBC Universal chief Jeff Zucker looking on, Oxygen convened an intimate upfront Wednesday at Soho House, unveiling a new logo and new focus.

Touting the tagline “live out loud,” execs just a few months, or in some cases weeks, into the job laid out their plans to rebrand and retool the programming slate. A multiplatform strategy, de rigeur for TV these days, was also unveiled.

“We’re beginning our presentation with it and we’re going to have to keep talking about it because it’s our mission,” said Lauren Zalaznick, prexy of Oxygen and Bravo, referring to the new corporate fit of Oxygen into NBCU.

The logo features the black, lower-case “oxygen” inside the yellow letter “O,” which is tilted to one side.

“Our brand is for women who like to look good, feel good, have fun and live life on their own terms,” explained Jason Klarman, the network’s g.m. since January.

Zalaznick said that while growth overall in the 18-49-year-old demo has been second only to Bravo, 18-34 is the true heart of Oxygen’s aud. Compared with Bravo, she said it is “through a female lens and younger at its heart.” Bravo’s median target is viewers in their mid-30s.

New seasons of “Janice Dickenson’s Modeling Agency” and “Tori & Dean” were confirmed, along with a “Bad Girls Club” reunion and a new reality series starring ’90s rapper Coolio. A new stunt called Seamless Tuesdays will bring new material to the air each Tuesday night at 10 p.m.

Development titles eyed for 2009 and beyond include plus-sized reality show “Glamazons,” celeb scandal sheet “Meltdowns,” and “Dance Your Ass Off.” The last show’s conceit, marrying the weight-loss focus of “Biggest Loser” with the competition element of “Dancing With the Stars,” elicited a big chuckle from Zucker.

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