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)





[08/28/16 - 08:26 AM]
Saturday's Broadcast Ratings: NFL Preseason Wins Again for CBS
The Eye takes home top honors among total viewers and adults 18-49.

[08/28/16 - 08:23 AM]
"Aquarius" Matches Its Season High in 18-49; Highest Ever for a Saturday Telecast
NBC spins the numbers for Saturday, August 27.

[08/27/16 - 09:00 AM]
Friday's Broadcast Ratings: CBS, NFL Preseason Snap NBC's Win Streak
The Eye wins the evening in both total viewers and adults 18-49.

[08/26/16 - 05:43 PM]
AT&T and HBO Reach Historic Multi-Platform Programming Agreement
The agreement renews HBO's existing contract with the AT&T DirecTV and U-verse services, and will also make all HBO and Cinemax content available on DirecTV NOW.

[08/26/16 - 03:00 PM]
New FOX Series "Pitch" and the Los Angeles Dodgers to Host "Take Your Daughter to a Game" Day at Dodger Stadium on Sunday, September 4
After the game, fans will have the exclusive chance to watch the series premiere on the Dodgers' DiamondVision screen.

[08/26/16 - 02:11 PM]
Video: Watch the All-New Promo from the Explosive Season Three Premiere of "Empire!"
The drama returns in Season Three, as the battle continues for the Soul of Empire.

[08/26/16 - 01:59 PM]
Post-Olympic "Voice" Jumps 2.5 Million Viewers in Live + 3, Biggest Lift of the Week Across All Networks
NBC further spins the numbers for the week of August 15-21.

[08/26/16 - 11:10 AM]
Hallmark Channel's "Chesapeake Shores" Increases Viewership with Episode Two
The Hallmark Channel spins the numbers for the week of August 15-21.

[08/26/16 - 10:06 AM]
Passion Becomes a Practice for Future Veterinarians as Animal Planet Premieres "Life at Vet U"
The six-part series premieres Saturday, October 1 at 10:00/9:00c.

[08/26/16 - 10:00 AM]
E!'s "Fashion Police" Returns to Cover the 2016 MTV Video Music Awards Monday, August 29th at 8:00PM ET/PT
Co-hosts Melissa Rivers, Giuliana Rancic and Brad Goreski, along with 2016 special co-hosts NeNe Leakes and Margaret Cho, will break down the hottest and most outrageous ensembles from the awards show and after parties.

[08/26/16 - 09:19 AM]
Thursday's Broadcast Ratings: NBC Tops Demos with NFL Preseason
The Peacock continues its win streak among adults 18-49.

[08/26/16 - 09:00 AM]
Production Begins and New Casting Announced on Freeform's New Comedy Pilot "Alone Together" from the Team at The Lonely Island
Esther Povitsky, Benji Aflalo and Eben Russell serve as writers and executive producers on the pilot.

[08/26/16 - 08:19 AM]
Video: Hip Hop Rules Thursday Nights This October on WE tv
Get your first look at the new season of "Growing Up Hip Hop" plus the new series "Money Power Respect."

[08/26/16 - 06:01 AM]
Netflix Releases Key Art for "Chef's Table: France"
The four special episodes are dedicated to four of the world's most renowned French chefs and will all premiere globally on September 2.

[08/26/16 - 03:16 AM]
ITV Commissions Second Series of "Marcella" Starring Anna Friel
Set in contemporary London and boldly told with Hans Rosenfeldt's unflinchingly clear Nordic style, the new season has been commissioned for transmission on ITV in 2017.