Q: Why the rebrand?
A: E! is evolving to stay relevant and to continue engaging audiences. Research is showing that young adults view pop culture as an important aspect in their lives. We are building on our success as the leader in entertainment news to connect viewers to topical programming that they’re passionate about – pop culture.
Q: How different will the new E! be?
A: E! is refreshing its logo, on-air look and tagline in Asia on September 23, 2012. The new E! offers more of our viewers’ interests from the world of pop culture – reflecting an expanded definition of celebrity. There will also be a slate of fascinating new programming – viewers will get a variety of compelling genres including reality series with fascinating personalities, topical series and special LIVE red carpet events, new series concepts such as Opening Act, the new talent-search reality series helmed by Nigel Lythgoe (American Idol, So You Think You Can Dance) and reality series Married to Jonas, which features Kevin Jonas, a member of the Grammy Award-nominated and multi-chart topping group Jonas Brothers.
Q: How did you arrive at the new tagline “Pop of Culture”?
A: The tagline rallies our audiences around what we already stand for. We are your pop of culture – through personalities, art, trends, music, nightlife, fashion and entertainment.
Q: The introduction of reality competition series Opening Act, which features YouTube personalities, represents a change from E!s previous offerings which largely featured celebrities. How would audiences take to such changes? Will there be more of such shows in E!’s pipeline?
A: Like Opening Act, which is topical to the manner viewers consume media and entertainment these days, we are moving along with the choices and appetites of our audiences as we aim to inspire and entertain the pop culture fan in everyone. Such compelling content will continue to attract audiences around the world. E! will continue to offer the programming E! viewers love. Married to Jonas also had an outstanding performance when it aired in the U.S. last month. It was E!’s mostwatched series debut in 2012.
Q: Describe the new on-air and online look for E!?
A: The E! website (www.eonline.com) has been expanded, updated and reignited with a tablet-friendly redesign that improves functionality and user interaction, as well as offering enhancements to its high-res photo galleries and unique social integrations. The site’s sleek design, dynamic new look and fluid content presentation parallels E!’s refreshed on-air look and attitude.
Nigel Lythgoe discovers new talent with Opening Act
The intoxicating but elusive dream of music stardom moves a significant step forward for a diverse group of young singers in Opening Act, the original new series from E!. International Emmy Award-winning producer Nigel Lythgoe and his Artist Development Team scoured the internet searching for the very best performers, singers and songwriters for the sole purpose of opening this summer for the likes of Nicki Minaj, Rod Stewart, LMFAO, Brad Paisley, Jason Aldean, Jason Mraz, and Gym Class Heroes, among others.
Opening Act is a one-of-a-kind series that promises a chance to fulfill the dream of a lifetime for some of today’s hottest yet undiscovered sensations, with no auditions, no judges, no eliminations and no competitions. The performers don’t even know they’re being considered for this opportunity until the show’s host surprises them in unusual ways.
Comprising the experienced and well-connected Artist Development Team are: Martina McBride, Grammy Award-nominated and platinum-selling country superstar; Pete Wentz, author and member of Fall Out Boy; Jason Derulo, singer and BMI Songwriter of the Year Award winner; chart-topping producer Antonina Armato from Rock Mafia; and Nick Cooper, a vocal coach who has worked with Beyoncé and Katy Perry.
Along with Olivia Lee as host, they set the course for the acts to open for some of the biggest acts in music today. However, there’s more involved in opening on stage for the first time than vocal coaching, songwriting and seemingly endless rehearsals.