Hong Kong  – FOX International Channels (FIC) has unveiled Star World’s new look. The entertainment channel has been given an image upgrade to match that of its target audience – young, professional, versatile women.

First launched in 1994, Star World has grown to become one of the leading female-oriented channels across the region. Currently available in over 30 million homes across Asia and the Middle East, Star World broadcasts comedies, drama, reality and talent shows as well as live award events.

The recent makeover sees Star World mature to equal its demographic, incorporating strong visual elements to stay on-trend. The new graphic signature of the channel features bold lines to represent the channel and its audience as trail-blazers. Dots are also incorporated to represent individuality when a woman stands alone, or the strength of women when placed together. Bursts of colour and texture are worked in through the appearance of cosmetics to add depth and emphasis to the composition.

The channel update has been worked into every element of on-air and off-air presentation, from Star World’s logo to print and billboard advertisements, providing what Star World’s Director, Sun Young Moon, describes as “a total entertainment experience. Star World continues to evolve and deliver the utmost in trend-setting and stylish entertainment for our target audience, immersing them in a world that mirrors their lives and aspirations.”

In line with the graphics refresh, Star World will be screening new programmes including the second cycle of Asia’s Next Top Model, Apartment: Design Your Destiny, the forthcoming season of MasterChef U.S. and comedies like New Girl and How I Met Your Mother.