×

Cable Networks Undergo Extreme Makeovers With New Logos, Slates

Makeovers don’t just make for good TV — they make for good business, too. Given ever-increasing competition to draw eyeballs in the crowded cable landscape, a number of nets have been shaking up their slates, reimagining their lineups as well as their logos.

Here’s a look at a few that changed everything but their names.

WE TV

OUT WITH THE OLD: Launched as “Women’s Entertainment” in 2001, WE tv aired series that centered around weddings, celebrity lives and other female-focused concepts (“Braxton Family Values,” “Bridezillas”).

THE NEW SPIN: The network formally dropped the “Women’s Entertainment” tag in favor of “PoWEr” and “Welcome Back” in order to embrace a broader audience. “(Women’s Entertainment) not only feels outdated, but also alienates 150 million potential viewers,” explains Marc Juris, WE tv’s president and general manager. The net is embracing edgier programming with its first scripted series, “The Divide,” and has set thriller drama “South of Hell” and dating reality show “Sex Box” for 2015.

TUNE IN OR TUNE OUT? The July premiere of “The Divide” delivered 365,000 viewers amid an overall high-performing summer for the net, up 39% in viewership over the previous year.

TRUTV

OUT WITH THE OLD: Debuting as CourtTV, truTV first relaunched in 2008 with a focus on reality-based programming. The network has slowly evolved from investigative series to competition and prank programs aimed at a young aud (think “Killer Karaoke”).

THE NEW SPIN: Seeking a change from derivative programming like “Hardcore Pawn,” truTV is launching a slate of series to appeal to a fun-seeking audience, starting with competition series “Fake Off” (Oct. 27) and advice show “How to Be a Grown Up” (Oct. 28).  “We saw an opportunity to provide a refreshing alternative with content that is innovative and authentic, with a tone that’s more comedic,” says Chris Linn, president and head of programming.

TUNE IN OR TUNE OUT? After a 25% summer ratings falloff from 2013, truTV saw a possible hit in “The Carbonaro Effect,” starring magician Michael Carbonaro, which averaged a strong 1.2 million viewers in its inaugural run.

OXYGEN

OUT WITH THE OLD: Since its launch in 2000, Oxygen has attracted mainly female viewers with a schedule of WNBA games, reality reruns, movies and repeats of “The Tyra Banks Show.”

THE NEW SPIN: With the tagline “very real,” Oxygen has tightened its focus on young, modern, multicultural women. The net has ordered a brace of new series, targeting unscripted shows, including music-driven “Fix My Choir,” nail-art competition “Nail’d It,” “Preachers of Detroit” and “Sisterhood of Hip Hop.” “This is a dynamic time for Oxygen as we rebrand and reinforce the network as the destination for
young female viewers,” says Frances Berwick, president of NBCU Lifestyle Networks.

TUNE IN OR TUNE OUT? Just on the cusp of its transition, “Sisterhood of Hip Hop” debuted in August to 811,000 total viewers, the top premiere for Oxygen in 2014.

More TV

  • Adam Lambert, of Queen, performs at

    Adam Lambert Back to 'Idol' to Mentor Finalists Through Queen's Catalog

    Adam Lambert famously launched his career on “American Idol” a decade ago performing a brilliant audition of Queen’s “Bohemian Rhapsody.” He wrapped that amazing eighth season performing with the band on the season finale, and years later earned his current spot as the front man touring as Queen + Adam Lambert. On April 28, Lambert comes full circle as he steps [...]

  • Lily Tomlin SAG Lifetime Acheivement Award

    TV News Roundup: Netflix's 'Laugh-In' 50th Anniversary Tribute Sets Premiere Date

    In today’s TV News roundup, Netflix sets the premiere date for its 50th anniversary special of “Laugh-In.” DATES “Laugh-In: The Stars Celebrate,” the 50th anniversary tribute to the original series by Dan Rowan and Dick Martin, will premiere on Netflix on May 14. The special, which was taped at the Dolby Theater in Hollywood, pays [...]

  • Texas Tech's Norense Odiase (32) shoots

    Live+3 Ratings for Week of April 8: NCAA Championship Game Dunks on Competition

    The final of the 2019 NCAA basketball tournament, in which Virginia triumphed over a spirited Texas Tech team, unsurprisingly finished way out in front in the Live+3 ratings for the week of April 8. Although the sports broadcast’s scripted competition made some gains, its 5.4 ratings still more than doubled that of “Grey’s Anatomy” in [...]

  • Mueller Report Release Draws 11 Million

    Mueller Report Release Draws 11 Million Total Viewers Across TV News

    Coverage of the release of special counsel Robert Mueller’s report into whether President Donald Trump committed obstruction of justice unsurprisingly caused a ratings bump across TV news yesterday. In terms of overall viewership, around 11 million people tuned in to see Attorney General William Barr’s news conference regarding the report’s release, and the news coverage surrounding it. According [...]

  • Neilsons Measurment Problems TV Digital

    WarnerMedia Pulls Out of Audience-Targeting Alliance Open A.P.

    WarnerMedia is going its own way when it comes to helping advertisers find specific groups of TV-watchers. The company, a founding member of the audience-targeting media alliance known as Open A.P., said Friday it would withdraw from the group, citing its desire to pursue its own strategy under owner AT&T. AT&T purchased Time Warner in [...]

  • BLESS THIS MESS - "The Chicken

    Listen: Lake Bell, Dax Shepard on Returning to Broadcast TV With 'Bless This Mess'

    Welcome to “TV Take,” Variety’s television podcast. In this week’s installment, Variety’s executive editor of TV, Daniel Holloway, chats with Lake Bell and Dax Shepard, stars of ABC’s “Bless This Mess,” which debuted on Monday. The show centers around a newly married couple, played by Bell and Shepard, who decide to ditch their shoebox New York City [...]

  • superstore renewed season 3

    'Superstore' Showrunner Justin Spitzer Steps Down as He, Gabe Miller, Jonathan Green Renew Overall Deals at UTV

    “Superstore” executive producers Justin Spitzer, Gabe Miller and Jonathan Green have all renewed their overall deals with Universal Television. In addition, Miller and Green will take over showrunner duties on “Superstore” while Spitzer — who also created the series — will shift to develop new projects for the studio beginning with the 2019-2020 season. “I [...]

More From Our Brands

Access exclusive content