Universal Channel to Refresh Branding

LONDON: NBCUniversal International Television is refreshing its flagship Universal Channel brand, which is getting a new look, logo and tagline.

Kicking off April 28 in Asia, Universal Channel will be updated with a new "100% Characters" positioning. The worldwide rollout of the refreshed channel will be taking place throughout the rest of 2013. The new branding will all be focused on character-driven entertainment.

“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,” said Lee Raftery, the executive VP of marketing at NBCUniversal International Television. “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.”