GMC tv Changing It Focus & Name


New Name and Logo Exemplifies Network’s Position As Television’s Leading Destination for “Uplifting Entertainment”

GMC TV announced it will be changing its name to UP, a move to strengthen its brand position as America’s leading television destination for “Uplifting Entertainment.” The network’s new name will communicate a clear sense of its unique brand position, which has always been, and will continue to be, “Uplifting Entertainment.” The UP brand will officially launch on-air September 1 when viewers will see a new logo and new on-air look. The introduction of UP will be supported by on-air image and cross-channel spots and a multi-platform marketing campaign.

UP is the network’s most extensive re-brand since launching in 2004 as the Gospel Music Channel, which subsequently evolved to be known as GMC TV: “Uplifting Entertainment.” The UP concept was conceived as an upbeat, positive and playful way to communicate the network’s unique brand promise and position as the destination for the best in “Uplifting Entertainment.” 

GMC also announced that the network has surpassed the 60 million household mark according to the latest Nielsen Household Universe Estimate (UE). GMC TV’s UE now stands at 61.3 million. The network attributes its push past the 61 million household milestone to additional launches on all remaining Comcast systems, along with launches on Time Warner Cable and on Bright House Networks systems. GMC TV had its best year ever in 2012, with ratings up 80%, establishing itself as the fastest growing general entertainment network among W25-54. In fourth quarter, the network entered the ranks of the top 50 networks in this demo (48th in total day and 47th in prime of 103 measured networks).

“From the day we launched the network we have delivered on our unique brand promise to provide Uplifting Entertainment for viewers who want programming that supports their family values. UP is a fun, fresh name that embodies our unique brand position and further distinguishes us from the non family values programming so prevalent today. According to our research, non viewers’ intent to view more than doubles with the new name UP, thus increasing our unique value to our cable and advertising partners,” said Charles Humbard, president & CEO, GMC TV.  

“UP is the natural next step in the evolution of our network,” said Brad Siegel, vice chairman, GMC TV. “The bold, fresh simplicity of UP clearly says what our network is and what our programming represents. We maintain our ‘uplifting entertainment’ position which is more than a tag line; it’s our unique market position in the television landscape. It drives home the message of our successful and distinct programming platform which includes World Premiere Movies, Series, Specials and Stage Plays. We believe no other television network makes such a positive impact on people’s lives.”  

In 2010, GMC TV expanded its programming scope to include a diverse range of acquired and original content including World Premiere Movies, World Premiere Stage Plays, World Premiere Series, World Premiere Music Specials and family favorite series, all while retaining its gospel and inspirational music roots by presenting the rich history and contemporary sounds of gospel music’s many styles and artists.

During the first half of 2013, the network will present an aggressive original programming slate including six World Premiere Movies: A Warrior’s Heart, Abel’s Field, The Carpenter’s Miracle, Finding Normal, The Perfect Summer and In the Meantime; five original World Premiere Stage Plays: “JD Lawrence’s Community Service,” “Between Sisters,” “Love Will Keep Us Together,” “What Would You do for Love” (Parts 1 and 2); and the debut of its first two World Premiere Reality Series:  “Family Addition with Leigh Anne Tuohy” and “The Bulloch Family Ranch.” GMC will feature the third season of its World Premiere Series “Heartland,” which is exclusive to the network, as well as the beloved and family favorite series “7th Heaven,” and “Touched by An Angel.” Its original World Premiere series “For Richer or Poorer” premiered in January.  

Earlier this year, the 28th Annual Stellar Gospel Music Awards aired live for the first time to record numbers. In the awards arena, GMC TV racked up NAACP Image Award nominations for its original World Premiere Movies Somebody’s Child and Raising Izzie and World Premiere Stage Play “Sugar Mommas.” Raising Izzie was also nominated for the prestigious Grace Award for the Most Inspirational Performance in Television along with stars Rockmond Dunbar and Kyla Kennedy, who won the category for her performance. In addition, the original GMC TV World Premiere Movie The Heart of Christmas received a Primetime Emmy® Award nomination for Outstanding Original Music and Lyrics.  

In June of 2012, GMC TV partnered with Magic Johnson Enterprises to launch ASPiRE, the African-American targeted network launched by Magic Johnson Enterprises. ASPiRE is currently in 15 million homes and received extraordinary high viewer satisfaction ratings in a recent survey.

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