Schwartz Has Style2/02/2003 5:22 PM Eastern
Steve Schwartz has made a Style change.
Last week, the former executive producer at The Learning Channel -- and the
man in charge of that network's hit shows, Trading Spaces and While
You Were Out -- began his new gig as senior vice president of programming at
His arrival, along with that of former TLC executive and now Style VP of
programming Heather Moran, is a key step in what could be a significant year for
the Comcast Corp.-owned spinoff of E! Entertainment Television.
In 2003, Style will launch as many as one-dozen new shows; swell its
subscriber count, now at 29 million, to 40 million by year-end; and become
Nielsen Media Research-rated by the fourth quarter, E! Networks executive VP of
entertainment Mark Sonnenberg said.
More immediately -- and as part of what E! Networks senior VP and brand
director Gavin Harvey called a repositioning effort -- Style will debut a new
on-air graphics package Feb. 8.
Schwartz said he's been tasked with putting his initials on Style's current
development slate, and he will place a heavy emphasis on storytelling.
On tap: the Feb. 9 bow of Style Essentials, a series that will take a
comprehensive look at one of article of clothing: jeans, a turtleneck or that
little black dress.
The show, along with 'Mercedes Benz Fashion Week: Fall Collections 2003' --
as well as fresh episodes of Area, Glow and Fashion Trance
-- will serve as on-air forums for a series of new images, hailing both the
network and its programming.
Dayparts will also be introduced by distinctive sounds, like a zipper, cash
register or clinking glasses.
A national advertising campaign, likely to deploy print and spot cable as key
media elements, will break in the third quarter.
'We're laying the groundwork for what we believe will be
a breakthrough year for Style,' Harvey said.