or


[04/23/08 - 08:49 AM]
Oxygen Rebrands Network Oxygen: Live Out Loud
The network also unveiled Oxygen Everywhere, "a multiplatform strategy that puts the network in front of its young, female audience - everywhere they are."

[via press release from Oxygen]

OXYGEN REBRANDS NETWORK OXYGEN: LIVE OUT LOUD

NETWORK DEFINES AUDIENCE TARGET: GENERATION O

Oxygen Launches Multiplatform Content Strategy: Oxygen Everywhere

NEW YORK � April 23, 2008 - Oxygen, the fastest growing cable network among adults (18-49) reveals a revamped brand, including a new logo and new tagline which will roll out across all platforms in June 2008. The network developed this approach by defining and targeting its distinct audience � young trenders who consume heavily and influence others' spending pattern. The network has dubbed this audience "Generation O" -- trenders, spenders and recommenders.

The network also unveils Oxygen Everywhere, a multiplatform strategy that puts the network in front of its young, female audience � everywhere they are. The announcements were made by Lauren Zalaznick, President of Bravo Media and Oxygen Media and Jason Klarman, General Manager, Oxygen.

"When NBCU acquired Oxygen last year, our goal was simple: we needed to add value and momentum to the company's cable portfolio," said Zalaznick. "By defining the Oxygen audience, launching the new brand and tagline and building out our Oxygen Everywhere strategy, we are now well positioned to bring meaningful value to our advertisers and to the company."

"Generation O"

"Generation O" targets the 18-49 demographic while hyper focusing on women 18-34. That viewership has made Oxygen the fastest growing cable network in 2007 with eleven consecutive quarters of year-over-year growth in primetime, culminating in its best quarter ever in first quarter 2008.

To familiarize Madison Avenue with these findings, on May 5 the network will launch a national, multiplatform advertising campaign focusing on "Generation O." The campaign will appear in national trade magazines and websites as well as in outdoor advertising. The network, which also acquired the URL GenerationO.net, will go guerilla and bring the "Generation O" message to the advertising agencies themselves.

"Oxygen's young, trend obsessed audience is incredibly valuable to advertisers," said Jason Klarman, General Manager of Oxygen. "They want the latest of everything, are willing to pay for it and they love to spread the word."

The network undertook a comprehensive study of its audience and found three distinct qualities which defined the typical Oxygen viewer � trenders, spenders and recommenders. The "trenders" are the first among their friends to embrace, fashion, fads and technology. They over-index as followers of the latest trends and fashions, are among the first of their friends to try new tech products and are ahead of the curve on trying new products and services.

The "spenders" are willing to spend money to look good, feel good and have fun. Compared to all cable, Oxygen is the fourth highest ranked network in reaching "trenders" and "spenders."

The "recommenders" love to spread the word, influencing the purchasing decisions of their friends, family members and colleagues. Compared to all cable, Oxygen ranks #3 in reaching this desirable audience.

The network scored impressive gains among these young women in 2007; Primetime impressions for W18-34 increased 34% over 2006. Additional primetime increases were seen for all key demographics including a 23% increase among P18-49 and 27% growth with W18-49.

REBRAND: LIVE OUT LOUD

The network is introducing a new logo and a new tagline geared toward "Generation O." The new logo re-imagines the O, with the word Oxygen breaking through the border. The re-brand will showcase the bright, energetic and off-kilter yellow "O" as a space where exciting, unconventional, entertaining things happen � a window into the world of what viewers will see on the network.

The new tagline, Live Out Loud, will appear in conjunction with the logo on programming, digital assets, advertising campaigns and marketing materials. The line was developed for women who like to look good, feel good and have fun living life on their own terms; women who like to "live out loud." The tagline telescopes the sentiment of both the Oxygen network and the audience.

OXYGEN EVERYWHERE

Oxygen will leverage its hit series on every platform and in every location, reaching its target "Generation O" audience everywhere they are. Coinciding with the re-brand, Oxygen will re-launch its website, Oxygen.com this coming June.

The initiative will build on the success of Oxygen.com � which saw a spectacular 120% growth in video streams and a 228% increase in page views in 2008. The site will have the new brand look with more editorial content, richer microsites, a bigger gaming experience and more cross-site partnerships with other NBCU properties including BravoTV.com and iVillage.

Additionally, the network will launch a new video player, o2.oxygen.com where viewers can watch exclusive Oxygen video including outtakes, webisodes and extras. Oxygen will also launch its first ever "Oxygen's Sixth Act", an original scene from every original series only available on digital and wireless.

"Generation O" is already accustomed to getting Oxygen content when they want it. The network's successful on-demand service -- currently available in more than 25 million homes -- features hit shows, original movies, specials and Oxygen Air Karaoke.

To further its "everywhere" strategy, "Generation O" also will have access to Oxygen's first WAP site at wap.oxygen.com where users can engage with Oxygen content on their mobile phones.

Through a partnership with "NBC Everywhere," Oxygen's "everywhere" strategy also will extend to colleges � where content will appear on screens on 186 campuses nationwide reaching 2.2 million students every week.

And New York City taxi cab riders will have access to Oxygen content that reaches over five million riders a month, also via "NBC Everywhere."

About Oxygen:

Oxygen is a program service of NBC Universal Cable Entertainment and is currently available in over 73 million homes. The network was launched in 2000 to fill a void in the television landscape -- creating a network targeted to younger women. Oxygen is rewriting the rulebook for women's television, with a vast array of unconventional and original programming including "The Janice Dickinson Modeling Agency," "The Bad Girls Club" and "Tori & Dean: Home Sweet Hollywood."





  [april 2008]  
S
M
T
W
T
F
S
  


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[10/26/20 - 01:30 PM]
Buddy Valastro Returns to Food Network and TLC This Holiday Season
TLC's two-hour special following Buddy's road to recovery premieres on Wednesday, December 23 at 9:00/8:00c.

[10/26/20 - 12:32 PM]
FOX Sports Announces The Spring League Broadcast Team
Play-by-play announcer Alex Faust is joined by analyst Jordan Palmer for the 2020 TSL season.

[10/26/20 - 12:03 PM]
New Hero, New Suit: First Look at Javicia Leslie in the New Batwoman Suit
The redesigned Batsuit was conceptualized by costume designer Maya Mani and created by Ocean Drive Leather.

[10/26/20 - 10:40 AM]
OWN Announces Second Season Renewal of Anthology Drama "Cherish the Day," from Award-Winning Creator Ava DuVernay
Season one co-executive producers Raynelle Swilling and Teri Schaffer have been named executive producers and co-showrunners for season two.

[10/26/20 - 10:01 AM]
Video: "Wayne" - Official Trailer - Prime Video
16-year-old Wayne can't help himself from righting the world's wrongs. Now, against all odds, he and his girlfriend Del are on a road trip to reclaim what's rightfully his.

[10/26/20 - 09:59 AM]
Starz Acquires "With Drawn Arms" Documentary on Tommie Smith's Iconic 1968 Olympic Protest
The new documentary uncovers the legacy of Olympian Tommie Smith who, after winning the gold medal at the 1968 Summer Olympics, stunned the world by thrusting his fist in the air during the playing of the national anthem in silent protest against racial inequality.

[10/26/20 - 09:59 AM]
HBO Sports Presents an Imagine Documentaries and Fuqua Films Documentary Feature "The Day Sports Stood Still," Debuting Early 2021
The feature-length documentary tells the story of the unprecedented sports shutdown in March of 2020 and the remarkable turn of events that followed.

[10/26/20 - 09:30 AM]
Freeform Launches Voting Digital Series "The Clock Is Ticking" from Yara Shahidi
The two-part digital series, which will live on Freeform's Instagram, will debut on Tuesday, October 27, and Tuesday, November 3.

[10/26/20 - 09:20 AM]
CNBC Primetime Presents Limited Series Event "Empires of New York" Premiering Sunday, November 29
Narrated by Paul Giamatti, and set amid the grit, greed, and glory of 1980s New York, "Empires of New York" chronicles the meteoric rise of five icons who not only reshaped the city but contributed mightily to the world we live in today.

[10/26/20 - 09:03 AM]
Video: "Selena: The Series" - Official Trailer - Netflix
Part one of the two-part series premieres on Netflix on December 4.

[10/26/20 - 09:01 AM]
Video: Apple TV+ Releases Official Trailer for New Animated Preschool Series, "Doug Unplugs"
The series will premiere globally with the first seven episodes on Friday, November 13 on Apple TV+.

[10/26/20 - 09:00 AM]
HBO's "Crazy, Not Insane," A Provocative Look at the Minds of Serial Killers, Debuts November 18
Psychiatrist Dr. Dorothy Otnow Lewis has dedicated her career to the study of murderers, seeking answers to the question of why we kill.

[10/26/20 - 08:36 AM]
Netflix Orders Supernatural Horror Series "Archive 81" Starring Emmy Award Nominee Mamoudou Athie and Dina Shihabi
The project is an original story loosely inspired by the popular found footage horror podcast.

[10/26/20 - 08:27 AM]
Sunday's Broadcast Ratings: NBC, "Sunday Night Football" Top FOX, World Series
The network takes home top honors in both total viewers and adults 18-49.

[10/26/20 - 07:58 AM]
Netflix Announces Second Thai Original Series, "Bangkok Breaking"
The six-episode series is centered around the wild world of Bangkok's road rescue services and Wanchai who is newly arrived in Bangkok and must unravel a city-wide conspiracy alongside a young, upstart journalist.