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Most channels are rebranding themselves
From news to entertainment, most channels are rebranding themselves to showcase their content.

From news to entertainment, channels across the television spectrum are either rechristening or rebranding themselves. So either you have a new brand name, new logo or, in some cases, new tagline.

Travel and Living, the lifestyle channel from the Discovery fold, is the latest in a series of such instances. Discovery announced on Thursday last week that the lifestyle channel will go on air as TLC from September 1. This comes close on the heels of Star Plus unveiling a new logo and tagline.

There’s more. Nick has come up with a bolder logo to align itself with the global network; News X recast itself as IMN News and Bloomberg UTV is now ‘blunt and sharp.’

TLC, which is already on air in the US market, is an attempt on Discovery’s part to bring it in tune with the brand at the global level.

However, for all the channels, their new faces go much beyond a new logo or tagline. All of them are doing this to showcase their new content. Rahul Johri, senior vice-president, Discovery Networks Asia-Pacific, says TLC will add a new dimension to lifestyle programming by introducing innovative formats, spunkier hosts and swankier locales.

To this end, Discovery has lined-up 15 new shows on TLC’s portfolio, besides new seasons of popular programmes.

Ditto for Star Plus. The new logo, a ruby red star, and tagline ‘rishta wohi, soch nayi’ is just the beginning and was prompted by Colors gaining a leadership position for most of 2009 and the initial months in 2010.

Star India CEO Uday Shankar says the overarching defining value of the refreshed Star Plus is ‘nayi soch’ – fresh perspectives. It will now reflect in everything Star Plus will do, from the point of creating content, to devising brand solutions for advertisers, to adding value to distributors, stakeholders, employees and building business.

The leader in the general entertainment channel space has simultaneously launched three new shows and blockbuster movie offerings. One of the key elements of the makeover exercise was the return of telly queen Ekta Kapoor to Star Plus after a gap of two years.

Nick, a dominant player in the kids entertainment segment, went in for a similar exercise late last month. The new logo, says Nina Jaipuria, senior vice-president Nick India, is intended to synergise the Indian operations with platforms worldwide. Secondly, the makeover sets the stage for aggressive plans on the business side. News shows such as ‘Artzooka’ and ‘Dreamkix’ have been launched and digital space and interactive offering will feature markedly in the company’s growth plans in the months ahead.

Another channel, which went in for rebranding to be in tune with the global network, is Bloomberg UTV. In a comprehensive revamp exercise spread over six months, Bloomberg UTV realigned its product, strategy and channel packaging to woo a wider range of audience. Deepak Lamba, business head, Bloomberg UTV says, "We have aligned the overall look and feel of the channel to reflect the highest standards of Bloomberg international."

The rebranding exercise also saw an in-your face kind of campaign where Bloomberg UTV took a dig at market leader CNBC TV 18, without mentioning it by name. The ad shows Bloomberg UTV’s anchor simplifying the business terms used by the anchor of a rival channel.

Meanwhile, News X is set to go on air in its revamped form as Independent Media Network News (IMN News) next month. Elaborating on the rationale behind the change Jehangir Pocha, co-promoter INX News, which owns News X, says the name IMN News accurately reflects our thinking and values. ‘Independent’ denotes we are free of political affiliation and ideology, ‘Media’ underscores that we are present on multiple platforms - on web, IPTV and Mobile TV. ‘Network’ represents our future ambitions.

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