Oxygen Gets 'Loud' With New Look, Strategy


 NEW YORK--Oxygen will sport a new brand look and introduce a year-round Tuesday night home to original series fare come June.

The women’s-targeted service, which has been in NBC Universal’s camp for five months, unveiled its new logo and look, flanked by the tag line, “Live Out Loud,” at its upfront pressntion to the press here Wednesday morning.

These elements will be incorporated into all of the women’s-targeted programmer’s platforms. The theme was developed for women who like to look good, feel good and have fun living life on their own terms; women who like to “live out loud,” according to the network

The approach also grows out of Oxygen research and strategy to target its audience of young female "trenders,” a group that spends heavily and influences others’ consumer habits. The network has dubbed this audience, “Generation O.”

In turn, the network, which aims at women 18 to 49, with a focus toward the distaff 18-to-34 set, will engage in “Oxygen Everywhere,” a multiplatform strategy to reach its young female audience wherever they are.

“When NBCU acquired Oxygen last year, our goal was simple: we needed to add value and momentum to the company’s cable portfolio,” said Lauren Zalaznick, president of Bravo Media and Oxygen, in a statement. “By defining the Oxygen audience, launching the new brand and tagline and building out our ‘Oxygen Everywhere’ strategy, we are now well-positioned to bring meaningful value to our advertisers and to the company.”

On the programming side, Oxygen will set aside Tuesdays at 10 p.m. as the time slot, when viewers can expect to find new series or fresh installments of original shows. The scheduling begins June 17 with a new season of Tori Spelling reality show, Tori & Dean: Home Sweet Hollywood.

The network also announced that it has picked up a fourth season of The Janice Dickinson Modeling Agency, which is slated to bow in August;will have Star Jones guest host a reunion show of The Bad Girls Club series May 20; debut countdown special Oxygen’s 25iest: Power Couples June 10; and launch sometime this year, Coolio's Rules, in whiich the Grammy-winner hip-hopper ("Gangsta's Paradise") balances his professional career, which includes a new clothing line, with raising children and his love life.