HGTV Renovates Its Brand

Channel Makes Over Its Logo, Original-Series Lineup

by Mike Reynolds -- Multichannel News, 3/1/2010 12:05:29 PM

Just when many are planning spring cleaning and improvement projects for their homes, HGTV is refacing its on-air look with a new graphics package and the debut of a half-dozen new series.

The changeover, which follows HGTV's best-ever January in primetime, when it rang up a 22% gain in households to a 1.1 rating, starts on-air March 1 and will extend to the network's Web site, marketing and other communications vehicles over the next couple of months.

"We wanted to get viewers attention at a time when we have a lot of new original programming ready to debut," HGTV president Jim Samples said of the work conducted by New York shop Eyeball. "It's a refreshed look, with bold colors and mnemonics, which will help viewers navigate through different programming."

The modernized logo will gain exposure via a $5 million off-air campaign, showcasing one of HGTV's top-rising stars, Mike Holmes of Holmes on Homes. The media schedule encompasses both national and local cable, as well as some print, according to Samples. Fresh installments of Holmes on Homes will bow on March 7 in a new 9 p.m. time slot, and Holmes Inspection starts on April 3 at 9 a.m.

"Holmes on Homes has performed very well for HGTV," said Samples. "He's been a nice addition to our lineup and generated a lot of buzz.

"It's a good time to launch news series, coming out of the February sweeps and this year, the Olympics," he added, noting that like other networks HGTV has taken "a bit of hit" from the Vancouver Games. "Spring's around the corner and people start thinking about what they can do around their homes and outdoors."

Samples said HGTV, which has "essentially" completed all of its license-fee renewal deals along with sister service Food Network, is looking to place more of "a focus on strong personalities and characters. It's something different from what viewers have come to expect from HGTV."

To that end, he pointed to Cindy Stumpo, a Boston developer and the star of weekly docudrama Tough as Nails, which bows March 14 at 11 p.m. (ET/PT). A builder of high-end, multimillion-dollar homes, Stumpo has made a name for herself in a male-dominated industry, while juggling her family life.

Similarly, Samples said watchers won't soon forget Fran Harris on Home Rules, which bows March 15 at 9 p.m. A life coach and former Women's National Basketball Association player, she will look to provide an assist to struggling families looking for peace at home, with the help of a designer, who will craft new harmonic living quarters.

Other new shows on tap for HGTV this month: Marriage Under Construction (bows March 16, 11 p.m.) follows the lives of newlyweds Natalie and Rod as they purchase, renovate and decorate their first home with the aid of an expert foreman and aspiring designer; My First Sale (March 18, 8:30 p.m.) chronicles the story of different first-time home buyers and the problems they encounter with a challenged and challenging real-estate market; Selling New York (March 18, 9 p.m.) provides viewers with a glimpse into the high-stakes world of moving, purchasing properties in Manhattan via two boutique real-estate firms, The Core Group and Gumly Haft Kleir; and Destination Design, (March 6, 1:30 p.m.) features designer Taniya Nayak sending homeowners on luxury vacations to discover colors, textures, images and moments that inspire them and then formulating plans based on the photos, experiences, souvenirs and other mementos from their trips.