Universal Channel Gets New Look for the U.K., Ireland

LONDON: Universal Channel will unveil its new on-air look, refreshed logo and updated tagline in the U.K. and Ireland on August 5.

The evolution of the brand is to signify the focus on character-driven entertainment. It features new positioning, a new logo and on-air packaging and will bear the tagline 100% Characters.

The U.K. premiere of Bates Motel will anchor the new-look of Universal Channel’s schedule this September. Also on the roster are U.K. premieres such as Law & Order: Special Victims Unit, Major Crimes, Royal Pains and Rookie Blue.

Lee Raftery, the executive VP of marketing at NBCUniversal International Television, said: “We arrived at our unique positioning because we believe that great characters are the magnets that draw viewers back to their favorite shows—week after week. Universal Channel’s new logo, look and 100% Characters tagline are simple and intuitive enabling us to connect with the hearts and minds of our audiences, everywhere, and maximize the potential of this global entertainment brand.”

Nicky Douglas, the managing director of Universal Networks International, said: “Universal Channel’s new character-led positioning actively builds on the channel’s heritage and strengths to better distinguish it with viewers and platform partners as a top-ranking channel among pay-TV with must-see content. By reinventing one of the most iconic characters in cinematic history, Bates Motel perfectly epitomizes and brings to life that new positioning and truly demonstrates that really rich characters are universal in their appeal.”