Oxygen Revamps, Bulks Up Programming

NEW YORK, April 24: Oxygen
has refreshed its brand, including a new logo and tagline, which will roll out
across all platforms in June, and has added to its slate of original
programming.

With the new tagline,
“Oxygen Everywhere,” the re-branded network will target an audience that it has
dubbed Generation O, an 18-to-49 demographic that focuses on women 18 to 34 who
are “trenders, spenders and recommenders.” The network has also unveiled Oxygen
Everywhere, a multiplatform strategy that includes the relaunch of Oxygen.com,
as well as a new video player at o2.oxygen.com and its first WAP site at
wap.oxygen.com.

To add to its programming
lineup, Oxygen will air a new episode or series every Tuesday night at 10 p.m.,
including the return of Tori & Dean: Home Sweet Hollywood on June 17. On June 10 at 10 p.m., Oxygen’s
25iest: Power Couples will debut
with a special hosted by Tori and Dean. The network has also picked up another
season of The Janice Dickinson Modeling Agency. Meanwhile, The Bad Girls Club will return to the network with a reunion special,
hosted by Star Jones, on May 20 at 10 p.m. Also added to the lineup is Coolio’s
Rules, which follows the life of
the hip-hop star Coolio.

Other series in
development for the network are Dance Your Ass Off, which watches contestants go through weigh-ins
and dance-offs; Glamazons,
starring the former America’s Got Talent castoffs and their lives in New York City; and Meltdown, which looks at the inside story of some notorious
celebrity breakdowns.

—By Kristin
Brzoznowski