​WE tv was launched in 2001 as “WE: Women’s Entertainment,” but AMC Networks wants its female channel to appeal to broader audiences so they’re changing the meaning of “WE” in WE tv.

In its latest rebrand, WE tv will focus on the “we,” encompassing an audience that is not only more socially connected, but more male. The redesign reflects that, putting the “WE” from WE tv in words that the channel wants to define itself as, including “powerful” and “awesome.” The underlining of the logo in these instances will play out through the on-air look on the channel as well. The rebrand of WE tv was created with the Buenos Aires-based Eloisa Iturbe Studio.


“When we looked at our name and brand, we realized instantly that the word ‘WE’ is an ideal reflection of the socially networked world we live in today,” said Marc Juris, president of WE tv. “The idea of ‘WE’ as all of us – sharing common interests and experiences – is a powerful and universal theme which drives connection, conversation, collaboration and community. It creates an ideal platform to position the network at the center of the rapidly evolving multiscreen universe.”

WE tv has also been switching up its programming lineup, introducing its first scripted project in July, adding social interactions on existing shows such as its WatchIt With event for “Mary Mary” and Build-A-Binge feature on its site.

Brief Take: By redefining the “WE” in WE tv, the channel opens itself up to a new segment of the audience that wouldn’t have been available before, but it may take awhile for that to settle in among viewers who have known it as a niche channel for so long.

[Image courtesy of WE tv]

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