After 8 Years, TV One Embraces A Makeover

June 22, 2012  |  

It’s been eight years since TV One’s initial launch, and now the channel is reinventing its style and programming to line up with its new tagline “Where Black Life Unfolds.” “There’s no time better than now to really state our claim and to give the brand a true identity,” Kenetta Bailey, the executive VP and chief marketing officer of TV One said to Hollywood Reporter.

“The marketplace has changed very dramatically,” Bailey said. “There are a lot of shows that are now reaching out to our audience. We have seen increasing competition from networks that specifically target African-Americans.”

The change can be seen in TV One’s new logo composed of four colors: warm ice, tangerine, sunflower and paprika, which they hope will communicate the new look and feel from color’s stand point.

TV One caters to a majority female audience (60 percent) ranging from ages 25-54. The network, which is owned 51 percent by Radio One and 46.5 percent by Comcast, will now double its original programming and begin a new line up on Aug. 20, with the premiere of R&B Divas. Bailey claims that storytelling is the center of black life and experience and this new show, as well as its top rated “Life After” and “Unsung” are all about storytelling.

“TV One enjoys high brand awareness among our target audience, and we want to make sure our viewers understand exactly what the network is all about: great storytelling through a variety of genres that reflect and celebrate the rich diversity of black life in America,” Bailey said to Hollywood Reporter. “TV One will show how black life unfolds in our nonfiction entertainment series, our celebrity bio-docs, our original sitcoms, in our investigation/mystery series and in the movies we choose to acquire.”

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