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Oxygen, Syfy Reboot Brands Ahead of NBC Upfront

by Cate Lecuyer Marian  |  05.11.2017

Ahead of NBUniversal’s upfront presentation on Monday, both Syfy and Oxygen revealed brand reboots aimed at solidifying the networks’ directions.

Syfy’s refresh features a renewed focus on the concept of fandom that includes the June 19 debut of a new logo, typeface and look across all linear and digital platforms, as well as the expansion of its news division and programming scope.

The rebrand also comes as Syfy celebrates its 25th anniversary this fall.

“This is a wholesale change, top to bottom, of the way we express ourselves,” said Alexandra Shapiro, executive vice president, marketing and digital, entertainment networks for NBCUniversal Cable Entertainment, in a statement. “Our new branding is designed for the digital age and tailored to the consumption patterns of our audience, allowing us to celebrate and engage with fans on every consumer touchpoint.”

The network is also doubling down on scripted programming across science fiction, fantasy, paranormal and superheroes and comics genres. Series pickups include Superman prequel Krypton and the graphic novel adaptation Happy! Syfy is also developing Nightflyers, based on the George R.R. Martin novella.

And its editorial division SYFY WIRE is expanding to cover breaking news, in-depth analysis and thought-provoking original content for television, film, books, comics, gaming and technology.

At Oxygen, the network is continuing its shift to a crime destination for women, with plans to unveil a new logo this summer.

In that genre, Oxygen also greenlit eight new series, with two more in development, as well as acquired Dateline: Secrets Uncovered.

“This new slate has a great mix of high stakes, real-time crime investigation and innovative formats that allow viewers to stay engaged from beginning to end with immersive storytelling,” said Rod Aissa, executive vice president, original programming development in a statement. “It’s a real differentiator in our programming, and we’re thrilled to be working with some of the sharpest talent and producers in the genre.”

That talent includes Ice-T, who is hosting Ice Cold Murder (working title), that exposes outrageous tales and shocking true stories of sex, money and murder.

Other projects are from NBCUniversal’s Wilshire Studios, NBC News’ Peacock Productions, BuzzFeed Motion Pictures and executive producers Dick Wolf, Soledad O’Brien and Nancy Grace.

News series also include Mysteries and Scandals, which investigates Hollywood’s’ most intriguing criminals and cases; Final Appeal about wrongfully convicted NFL player Brian Banks; Criminal Confessions that delves into the psychological aspects inside police interrogation rooms; The Disappearance of which examines unexplored leaves and missing evidence in puzzling cases of young women who have gone missing; Patrician Cornwell’s True Conviction (working title) about the renowned author; and Price of Duty which explores the most haunting cases of homicide detectives’ careers.

In development is Retired that follows a group of legal experts led by Nancy Grace as they reassess an adjudicated murder case; and Kept Alive that explores true stories of missing person cases where the attacker convinced the world their victim was still alive by impersonating them. 

“This investment in premium video content is a strong signal to our industry partners as they continue to seek out quality environments for their brand messages,” said Laura Molen, executive vice president, lifestyle and hispanic advertising sales, NBCUniversal. “We know that crime programming delivers an engaged, passionate consumer and we’re excited to deliver these audiences to marketers as they continue to advance their business priorities.”

Tags:   Oxygen Syfy NBC Rebrand
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