Thursday, September 18, 2014

Couple Cable Nets To Rebrand

Despite the fragmentation that is occurring in the cable net universe, the idea of networks staying true to their niche identities continues to evaporate.  We have watched as highly focused networks continue to broaden their format to embrace as wide an audience as possible.  And the result is that it has become harder and harder to differentiate one network from another.  Original programming does try to enable differentiation but overall the goal is to become more general entertainment to the masses. 

The latest round of branding goes to The Hub, a joint venture between Discovery and Hasbro.  The new network will be called Discovery Family (eerily familiar to ABC Family) and most likely going after the same demo.  The other network, TV Guide Network or TVGN will be rebranded as Pop, a broad entertainment net most likely reaching the same audience as TBS, USA, and others.  Will a new suit help these nets to drive more share of audience.  The pot is so fragmented now and with a leak in the boat as audiences embrace digital, total audience reach will be difficult. 

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