Utilisima Officially Rebrands as Fox Life - Multichannel

Utilisima Officially Rebrands as Fox Life

Cable Network Seeks to Build on Brand Awareness in Latin America
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Utilisima, launched in 2008 as a globally accessible lifestyle and entertainment channel with both Spanish and Portuguese feeds, has rebranded its U.S. feed as Fox Life.

The change, announced at Fox Hispanic Media’s 2013 Upfront presentation in May, took place Nov. 4. It’s designed to not only give Fox an opportunity to debut new programming for U.S. audiences, but also to capitalize on U.S. brand recognition for Fox Life, which despite its English-language name is a widely distributed Spanish-language pay TV network across Latin America.

In a statement, Fox International Channels called the transition of Utilisima to Fox Life “not only an evolution but an opportunity to offer even more content to U.S. viewers.”

Fox International Channels Latin America president Carlos Martinez said, “Through this transition, our goal is to unify and leverage the best lifestyle content and grow Fox’s international recognition even more.”

Officially, the U.S. version of Fox Life combines the original productions previously found on Utilisima with international content that has drawn viewers to Fox Life in the territories where the brand has been found since 2006. This includes program acquisitions and dubbed content. Fox Life’s target viewer is described by the network as “the modern woman who wants to maintain quality and feminine sensibility in everything she does.”

Among the new content on Fox Life are programs featuring Spanish-language dialogue dubbed over the original English-language dialogue, including Bravo’s The Real Housewives of New Jersey and TLC’s D.C. Cupcakes. “Signature shows” on Fox Life include Bebés en Adopción, airing Mondays at 9 p.m. ET/PT, which tells the stories of young, pregnant women and their struggle to decide whether to put their babies up for adoption. At 10 p.m. ET/PT, viewers can tune to Quiero un Cambio, which features Puerto Rican sexologist Alessandra Rampolla guiding people “eager to make a big change in their lives but who do not know how.”

Programs from such celebrity chefs as Malaysian Chef Wan, Lorena Garcia and Rocco DiSpirito can also be found on the Fox Life lineup.

Fox Life’s original content continues to be produced by Fox Toma 1, Fox International Channel’s Buenos Aires, Argentina-based production house for non-scripted content.

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