UPN unveiled a revamped look to advertisers Thursday, dropping its circle-triangle-square logo in favor of a new, circular graphic.
Net will overhaul its presentation in time for the fall season. CBS prexy-CEO Leslie Moonves said the decision to revamp UPN’s image came soon after he gained oversight of the weblet in December.
UPN’s previous logo had been in place since its 1995 launch, although the net briefly toyed with changing its name to the Paramount Network in 2000.
“If we’re going for adults 18-34, we wanted a look that feels hip and matches the programs,” Moonves said.
Coming off a strong year, Moonves said UPN may also finally be ready to expand to new nights — but that nothing’s yet in the works. Netlet hasn’t added a night since it expanded to a five-day-a-week sked in 1998. “The momentum is there,” he said.
Upfront growth predicted
Moonves also expects strong upfront growth for UPN this season, now that the netlet is being sold in conjunction with CBS. “(UPN sales chief) Mike Mandelker had a limited number of shows and didn’t have the clout,” Moonves said.
Now stressing UPN’s target 18-34 demo, Moonves and incoming UPN Entertainment prexy Dawn Ostroff said the weblet will aim for a more even mix of male and female viewers, eschewing UPN’s previous testosterone-drenched strategy.
“People think that UPN is a male-dominated network, but it’s almost equal,” Ostroff said.
According to Moonves, the net currently skews 52% male; UPN hopes to turn its male-female ratio into a 50/50 split next season.
Patiently targeting demo
Netlet’s fall sked isn’t dramatically different, save one new Monday night comedy and two new dramas behind “Buffy the Vampire Slayer” and “Enterprise.” Moonves said the net will take its time as it sets its sights on the 18-34 demo.
“This is evolution, not revolution,” he said. “We’re not trying to put on ‘Central Park West’ ” — a reference to CBS’ ill-fated 1995 attempt at aging down its aud.
UPN’s new laffer “Half and Half” leads out of returning skein “Girlfriends” on Mondays. Show, from Yvette Lee Bowser, comes from CBS Prods.
Ostroff said it was a tough call between skedding “Half and Half” or the netlet’s other new comedy, “Abby,” but decided that “Half and Half” was a better fit with “Girlfriends.” “Abby,” starring Sydney Tamiia Poitier and exec produced by Michael Katlin and Nat Bernstein, will debut midseason.
New dramas include “Haunted,” from Emile Levisetti, Keith Addis, Rick Ramage and Andrew Cosby. The Viacom/CBS Prods. thriller airs after “Buffy the Vampire Slayer.”
UPN’s new take on “The Twilight Zone,” from Trilogy and New Line, airs Wednesdays following “Enterprise.” Show, exec produced by Pen Densham, Mark Stern and John Watson, is hosted by Forest Whitaker.
” ‘Twilight Zone’ is one of those very unique franchises,” Ostroff said. “Our goal is to take it and reinvigorate it for this generation.”