A&E Network, wrapping up its goal to fill its primetime hours with completely original content, is also announcing an on-air rebrand to be unveiled in December.
The new tagline, “Be Original,” circles back to its status as one of the few big cable nets offering 100% original programming in primetime. The new brand identity will include a new on-air look incorporating its new tagline as well as a new website at aetv.com.
With help from hit ratings from original shows like “Duck Dynasty,” A&E has had a steady decade of growth, and its rebrand will be a reflection of its primetime offerings and success with original series.
“Our new tagline embodies who we are and not just what we do,” said David McKillop, GM and EVP of A&E Network. “From ‘Duck Dynasty’ to ‘Bates Motel,’ we are 100% original with the most unique characters and content in television. BE ORIGINAL is much more than a tagline, it’s a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers.“
Also in December, A&E and its sister networks Lifetime and History will simulcast the “Bonnie & Clyde” miniseries on Dec. 8-9. A&E’s rebrand will launch December 11 during the “Duck Dynasty” Christmas special.
Brief Take: Originals like “Duck Dynasty” and “Storage Wars” have hoisted A&E Network to the top of ratings charts and have helped the network build its brand on unique characters and its own way of storytelling. Its rebrand this December reflects its success with original content as well as hinting at how the network plans to continue its growth.
[Image courtesy of A&E]
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