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TV One to re-brand itself with new logo and slogan reflecting diversity of Black life
(June 20, 2012) Eight years after its debut, TV One is introducing a new brand identity. Over the summer, the African-American targeted network is introducing a new logo, a new tag line, ("Where Black Life Unfolds"), and new on-air graphics designed to more fully reflect its mission and the programming it airs.
"Storytelling always has been at the core of the Black experience, and it will be the cornerstone of Where Black Life Unfolds on TV One," said Kenetta Bailey, TV One EVP and Chief Marketing Officer. "That's the first leg of our branding, as viewers have come to expect through series like Unsung and Life After and will soon come to see in new series like R&B Divas. Second, the visual of the network's re-brand will display layers of meaningful phrases to our audience, representing the range of people and personalities that comprise Black America. Third, we've evolved our logo to be more flexible, modern, and truly use the iconography of the number 1, which will help brand TV One in consumers' minds."
The re-branding of TV One was undertaken after it conducted consumer research over the past year which evaluated network brand awareness and audience expectations.
"TV One enjoys high brand awareness among our target audience, and we want to make sure our viewers understand exactly what the network is all about: great storytelling through a variety of genres that reflect and celebrate the rich diversity of black life in America," Bailey said. "We're staking the claim with our tag line to let viewers, advertisers and affiliates know that TV One is the destination Where Black Life Unfolds. TV One will show how black life unfolds in our non-fiction entertainment series, our celebrity bio-docs, our original sitcoms, in our investigation/mystery series, and in the movies we choose to acquire."
Earlier this year, TV One announced plans to double the amount of original programming, with the new lineup beginning to hit the air in third quarter 2012. The network re-branding campaign will launch on air in conjunction with the premiere of one of the first new series, R&B Divas, which is set to debut Monday, Aug. 20 at 10 PM ET. R&B Divas tells the current, real-life story of five multi-talented, beautiful R&B stars -- Faith Evans, Nicci Gilbert, Monifah Carter, Syleena Johnson and Keke Wyatt -- who, armed with important life lessons, are fighting to put their careers -- and their lives -- back on track.
Launched in January 2004, TV One serves more than 57.3 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies, and music designed to entertain, inform and inspire a diverse audience of adult African American viewers.
In December 2008, the company launched TV One High Def, which now serves 14 million households. TV One is owned by Radio One, the largest radio company that primarily targets African American and urban listeners; and Comcast Corporation, one of the nation's leading providers of entertainment, information and communications products and services.
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