Singapore – The channels division of NBCUniversal International Television today announced the refresh of its flagship brand, Universal Channel. The evolution focuses on character-driven entertainment as the channel unveils its brand new positioning, logo, on-air packaging and tagline – “100% Characters” – beginning in Asia on April 28. The worldwide roll-out of the refreshed channel will then follow throughout 2013.
As part of the brand refresh, on May 29, Universal Channel Asia will premiere Bates Motel, the critically acclaimed prequel to Alfred Hitchcock’s genre-defining film, Psycho – which has already been renewed for a second season.
“We arrived at our unique positioning because we believe that great characters are the magnets that draw viewers back to their favourite shows – week after week,” said Lee Raftery, EVP, Marketing, 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.”
A core channel brand for Universal Networks International, Universal Channel is seen in 103 countries and delivered in 16 languages around the world. The channel’s new positioning – as the home of character-driven entertainment – comes to life across Asia, Central and Eastern Europe, Russia, Africa, Latin America, Brazil, the UK and Australia throughout the coming months.
The brand refresh was developed via collaboration between NBCUniversal International Television’s Central Marketing Team, the award-winning Creative division of Red Bee Media and world-leading TV brand strategist, Lee Hunt.
