OXYGEN REBRANDS NETWORK OXYGEN: LIVE OUT LOUD
NETWORK DEFINES AUDIENCE TARGET: GENERATION O
Oxygen Launches Multiplatform Content Strategy: Oxygen Everywhere
NEW YORK � April 23, 2008 - Oxygen, the fastest growing cable network among adults (18-49) reveals a revamped brand, including a new logo and new tagline which will roll out across all platforms in June 2008. The network developed this approach by defining and targeting its distinct audience � young trenders who consume heavily and influence others' spending pattern. The network has dubbed this audience "Generation O" -- trenders, spenders and recommenders.
The network also unveils Oxygen Everywhere, a multiplatform strategy that puts the network in front of its young, female audience � everywhere they are. The announcements were made by Lauren Zalaznick, President of Bravo Media and Oxygen Media and Jason Klarman, General Manager, Oxygen.
"When NBCU acquired Oxygen last year, our goal was simple: we needed to add value and momentum to the company's cable portfolio," said Zalaznick. "By defining the Oxygen audience, launching the new brand and tagline and building out our Oxygen Everywhere strategy, we are now well positioned to bring meaningful value to our advertisers and to the company."
"Generation O" targets the 18-49 demographic while hyper focusing on women 18-34. That viewership has made Oxygen the fastest growing cable network in 2007 with eleven consecutive quarters of year-over-year growth in primetime, culminating in its best quarter ever in first quarter 2008.
To familiarize Madison Avenue with these findings, on May 5 the network will launch a national, multiplatform advertising campaign focusing on "Generation O." The campaign will appear in national trade magazines and websites as well as in outdoor advertising. The network, which also acquired the URL GenerationO.net, will go guerilla and bring the "Generation O" message to the advertising agencies themselves.
"Oxygen's young, trend obsessed audience is incredibly valuable to advertisers," said Jason Klarman, General Manager of Oxygen. "They want the latest of everything, are willing to pay for it and they love to spread the word."
The network undertook a comprehensive study of its audience and found three distinct qualities which defined the typical Oxygen viewer � trenders, spenders and recommenders. The "trenders" are the first among their friends to embrace, fashion, fads and technology. They over-index as followers of the latest trends and fashions, are among the first of their friends to try new tech products and are ahead of the curve on trying new products and services.
The "spenders" are willing to spend money to look good, feel good and have fun. Compared to all cable, Oxygen is the fourth highest ranked network in reaching "trenders" and "spenders."
The "recommenders" love to spread the word, influencing the purchasing decisions of their friends, family members and colleagues. Compared to all cable, Oxygen ranks #3 in reaching this desirable audience.
The network scored impressive gains among these young women in 2007; Primetime impressions for W18-34 increased 34% over 2006. Additional primetime increases were seen for all key demographics including a 23% increase among P18-49 and 27% growth with W18-49.
REBRAND: LIVE OUT LOUD
The network is introducing a new logo and a new tagline geared toward "Generation O." The new logo re-imagines the O, with the word Oxygen breaking through the border. The re-brand will showcase the bright, energetic and off-kilter yellow "O" as a space where exciting, unconventional, entertaining things happen � a window into the world of what viewers will see on the network.
The new tagline, Live Out Loud, will appear in conjunction with the logo on programming, digital assets, advertising campaigns and marketing materials. The line was developed for women who like to look good, feel good and have fun living life on their own terms; women who like to "live out loud." The tagline telescopes the sentiment of both the Oxygen network and the audience.
Oxygen will leverage its hit series on every platform and in every location, reaching its target "Generation O" audience everywhere they are. Coinciding with the re-brand, Oxygen will re-launch its website, Oxygen.com this coming June.
The initiative will build on the success of Oxygen.com � which saw a spectacular 120% growth in video streams and a 228% increase in page views in 2008. The site will have the new brand look with more editorial content, richer microsites, a bigger gaming experience and more cross-site partnerships with other NBCU properties including BravoTV.com and iVillage.
Additionally, the network will launch a new video player, o2.oxygen.com where viewers can watch exclusive Oxygen video including outtakes, webisodes and extras. Oxygen will also launch its first ever "Oxygen's Sixth Act", an original scene from every original series only available on digital and wireless.
"Generation O" is already accustomed to getting Oxygen content when they want it. The network's successful on-demand service -- currently available in more than 25 million homes -- features hit shows, original movies, specials and Oxygen Air Karaoke.
To further its "everywhere" strategy, "Generation O" also will have access to Oxygen's first WAP site at wap.oxygen.com where users can engage with Oxygen content on their mobile phones.
Through a partnership with "NBC Everywhere," Oxygen's "everywhere" strategy also will extend to colleges � where content will appear on screens on 186 campuses nationwide reaching 2.2 million students every week.
And New York City taxi cab riders will have access to Oxygen content that reaches over five million riders a month, also via "NBC Everywhere."
Oxygen is a program service of NBC Universal Cable Entertainment and is currently available in over 73 million homes. The network was launched in 2000 to fill a void in the television landscape -- creating a network targeted to younger women. Oxygen is rewriting the rulebook for women's television, with a vast array of unconventional and original programming including "The Janice Dickinson Modeling Agency," "The Bad Girls Club" and "Tori & Dean: Home Sweet Hollywood."