Marketing

Style Aims for a Broader Look

4/23/2012 12:01 AM Eastern

New York — Style will undergo a major makeover this
summer as it looks to build its appeal among its target
young, female viewer.

The NBCUniversal-owned Style will unveil a new tagline,
logo, website and on-air look to launch in June or
July that it hopes will redefine and extend Style’s brand
beyond just fashion and beauty
to include categories like
home design, travel and food,
Salaam Coleman Smith, president
of Style Media, said during
the network’s upfront
presentation in New York last
week.

“We really feel like it’s an
opportunity for Style to get
all dressed up and take the
great programming we already
have and create a brand
new look, tagline and logo,
and continue to reinvent ourselves,”
Coleman Smith told
Multichannel News. “We believe
this will help us cement
the relat ionship we already
have with our young, upscale
viewers.”

The network also announced
last week the formation
of Style Media, a new
global, multimedia content
company that will include
the network’s digital, mobile,
licensing, merchandising and
brand experiences, as well as
domest ic and international
television networks.

The 78 million-subscriber Style has already begun to remake
its programming lineup, increasing its original programming
output by 25% with the premiere of five new
series set to launch later this year. The network will tap
Project Runway production company Magical Elves for a
new docuseries featuring fashion designer Betsey Johnson
and her daughter, titled Betsey + Lulu.

The network will also add two series spinoffs in Ultimate
Home with Bill Rancic
, featuring the Giuliana & Bill
star in an aspirational home-makeover series; and Chicagolicious,
from the creator of the net’s Jerseylicious, following
the owner and staff of a high-end Chicago salon.
Also on the development slate are Empire Girls: Julissa &
Adrienne
, which follows two best friends as they seek to
succeed in show business in New York; Party Fabulous
Vegas
, featuring the staff of a
high-end event-planning business
in Sin City; The Cat Deeley
Celebrity Project
, starring the So
You Think You Can Dance
host
as she tours the homes of stars;
and House of Fab, following the
staff of Kimora Lee Simmons’
online shoe/fashion service
Justfab.com.

Also in development: Built,
about a Manhattan home remodeling
service staffed exclusively
with male models;
Celebrity Closet Confidential,
which has stylist Mary Alice
Haney create a new look for a
different star each week; Absolutely
MARvelous
, which follows
Mar Romero and the staff
of her high-end hair and makeup
styling company; and Pop
Style
, a topical weekly series
spotlighting the latest in fashion,
beauty, lifestyle and pop
culture.

Style will also have new seasons
of returning series Tia &
Tamara
and Glam Fairy.

The network is hoping the
new shows will continue its ratings momentum among
its core female 18-34 audience. The network posted a 27%
increase in the demo during the first quarter, as well as a
22% increase among women 18-49, both high marks for
the network.

The network also continues to resonate with younger
viewers, lowering its median age by four years to 38, yearover-
year, executives said.

November