USA NETWORK UNVEILS NEW BRAND POSITIONING, "WE THE BOLD"
NEW YORK - April 14, 2016 - USA Network announces "We The Bold," a new brand positioning debuting today that encapsulates the network's evolved programming strategy and telegraphs a new, distinct point of view for the brand. Building upon USA's rich characters-driven history, "We The Bold" reflects the values and interests of today's modern audiences by evoking courage, resiliency, risk-taking and authenticity.
"From MR. ROBOT to COLONY to WWE, USA is actively taking big swings with programming that is more daring than ever before," said Chris McCumber, President, Entertainment Networks, NBCUniversal Cable Entertainment. "'We The Bold' reflects the kind of stories we want to tell - rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in."
"Like 'Characters Welcome,' 'We The Bold' reflects our culture and spirit in a timely and aspirational way, and serves as an inclusive rallying cry for our programming, characters and audience," said Alexandra Shapiro, Executive Vice President, Marketing & Digital, Entertainment Networks, NBCUniversal Cable Entertainment. "We couldn't be more excited to bring this new positioning to life and to ultimately allow our fans to help imbue it with meaning."
'We The Bold' will be revealed today via three content pieces, told from the point of view of USA characters "Elliot Alderson" (Rami Malek) of MR. ROBOT, "Katie Bowman" (Sarah Wayne Callies) of COLONY, and WWE Superstar Roman Reigns. All three spots organically feature "We the Bold" within the context of each franchisee's world. Coming soon: "Harvey Specter" (Gabriel Macht) of SUITS, Todd Chrisley from CHRISLEY KNOWS BEST and "Teresa Mendoza" (Alice Braga) from QUEEN OF THE SOUTH, among others.
The "We the Bold" brand positioning will be reflected across programming genres, formats and platforms, with micro-content also deployed across USA's social and digital platforms.
For additional information please visit: www.usanetwork.com.
About USA Network
USA Network, the leader in cable entertainment, offers a powerful stable of dramatic, comedic and unscripted originals in more than 102 million U.S. homes. The network also features spectacular live television, a dynamic portfolio of acquired series and the best in blockbuster theatrical films and entertainment events. A trailblazer in digital innovation and storytelling, USA is defining, driving and setting the industry standard for Social TV. USA is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal. USA's award-winning website is located at http://www.usanetwork.com. Watch USA Network anywhere: On Demand, online or across mobile and connected TVs.