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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.