BIO U.K. Refreshes Brand Positioning

LONDON: BIO in the U.K. is introducing a new on-air look, repositioning the channel under the tagline True Story and launching a fresh slate of programming.

The channel’s refreshed branding is bolstered by an investment in original programming, including U.K. commissions and new series from the U.S. There is also a concentrated commitment to HD content. The schedule sees Monday nights airing crime programming, Tuesdays featuring reality entertainment series, Wednesdays focusing on real-life shows, Thursdays as Psychic Night and Friday is a catch-up night. The weekend will see music-themed stunts on Saturday and Sunday features the Biography of the Week, airing a biography at 9 p.m.

Original U.K. premiere series include The Locator, Hoarders, John Edward: Cross Country, School Mum Makeover with Melanie Sykes, Celebrity Ghost Stories UK and Real Housewives of Beverly Hills. Also making their U.K. premieres are Thintervention, Billy the Exterminator and I Survived Beyond and Back. Returning series include Intervention season two, Celebrity Ghost Stories (U.S.) season two, Parking Wars season two, Psychic Kids season three and Paranormal State season four. Every Sunday the Biography of the Week features in-depth profiles with a range of stars from Hollywood and beyond. New profiles include Brad Pitt, Megan Fox, Danny Devito, Mariah Carey, Jim Carrey, Jennifer Aniston, Mel Gibson, Morgan Freeman, Billy Joel and Pink.

“By updating our look across all trade and consumer communications and introducing the True Story tagline we’re breathing new life into an established brand, as well as reminding viewers that BIO is the ultimate destination for compelling, true, people-centric stories,” said Tom Davidson, the managing director of AETN UK. “Our expanded original programming will continue to focus first and foremost on alluring people and their true stories in a fresh, honest and entertaining voice—stories you just cannot make up.”