TV Land Unveils New Logo, Branding Campaign Aimed at Gen-Xers

TV Land Logo
Courtesy of TV Land

TV Land has launched the most extensive on-air rebranding campaign since the Viacom cabler bowed in 1996 as it shifts the focus of its target audience from baby boomers to Generation X.

As of today, the logo was changed for the first time from the square-shaped TV set that had previously identified the channel.

The overhaul comes as TV Land has shifted the focus of its original series to appeal to the Gen-X demo, broadly defined as those born between 1965 and 1980. That move reflects the fact that boomers are fast aging out of the 25-54 demographic, which remains TV Land’s target, while Gen-Xers now make up the bulk of that age range.

“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,” said Kim Rosenblum, exec VP of marketing and creative for TV Land. “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.”

TV Land’s shift started earlier this year with the premiere of Darren Star-produced comedy “Younger” starring Sutton Foster as a woman who pretends to be in her twenties after she falls for a younger guy. Premiering July 14 are two more single-camera newbies, “The Jim Gaffigan Show” and “Impastor,” that are far from the broad sitcoms that have been TV Land’s bread and butter to date.

The old TV Land imagery isn’t going away entirely, however. The cabler’s daytime block of vintage series will be branded “TV Land Classic” and feature the original logo.



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  1. Jalen Ross says:

    How do I applie for this

  2. Jerry says:

    I have the Dish Network. Is there any channel on Dish were I can view Antenna TV?

  3. Funny how Me-TV and Antenna TV have built whole sub networks out of the stuff TV-Land was supposed to be showing.

    I still have the original first night promo from TV Land that runs about 20 minutes in my files. (Everytime I try to upload it, it gets taken down). Why are those two over the air networks successful? Diversity.

    They don’t have just three or four classic series where they show about three episodes and then rerun it twice more in 24 hours. They may show two episodes, and that’s it till the next day. And they constantly are using social media in the right way to promote themselves.

    They also change their lineup often enough where it doesn’t get stale. It appears that TV Land aspires to being like 100 other cable stations. A bunch of stuff about nothing in particular appealing to noone. Good luck with that

  4. Armory says:

    TV Land should just rename itself TV Bland. Viacom has just killed the cabler. The new logo stinks.

  5. Joey says:

    Another worthless Viacom channel that no one watches

  6. cadavra says:

    Thus following the pattern established by Nick At Nite, Comedy Central, AMC and, slowly, MeTV. And once again, the generation with all the disposable cash and spare time gets kicked to the curb.

    • Nell says:

      Amen. The cancellation of Hot in Cleveland and the renewal of Younger insured that I will never turn to TVL again. If I want to see a forty year old woman with no self-respect acting and talking like a twenty six year old, I can turn to Lifetime or WE.

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