2:57pm PT by Philiana Ng
Oxygen Debuts New Logo and Tagline
Oxygen Media is getting a new look.
As NBCUniversal continues to look at revitalizing its cable portfolio, the latest network to get a rebrand is the female-targeted Oxygen, which debuted its new logo and tagline, "Very real," Monday during the summer Television Critics Association press tour. The new look, which was first reported in April, launches across all Oxygen platforms Tuesday, Oct. 7.
Under the rebrand, Oxygen will focus on "authentic, proudly imperfect and diverse characters" with stories that are culturally relevant for young, modern women. Oxygen is the youngest women's network and was among the top 20 cable networks in the younger female 18-34 demographic in June.
Oxygen also has moved forward with two series pickups: It Takes a Sister, from executive producer SallyAnn Salsano, which follows Nikki “Hoopz” Alexander and her chaotic life with her younger sisters, and After Happily Ever After, chronicling 20-somethings who were married young and find themselves at a crossroads.
They join an Oxygen slate that includes Sisterhood of Hip Hop, Nail'd It, My Crazy Love, Street Art Throwdown, Funny Girls, Living Different, Fix My Choir and Preachers of L.A., returning for a second season.
The network has put into development three projects, The Assistants, following a group of assistants to U.S. business moguls; Party INC, about two friends and their event/apparel startup business in the burgeoning EDM industry; and Stranded at Work, about millennials and the workplace.
“This is a dynamic time for Oxygen as we rebrand and reinforce the network as the destination for young female viewers,” said Frances Berwick, president of Bravo and Oxygen Media. “With nine new series, we are committed to increasing original programming with vibrant and bold shows that are in line with our new programming filter and target this underserved audience.”
Oxygen is the latest NBCUniversal cable network to go through a rebrand since the entire cable entertainment portfolio was placed under the purview of Bonnie Hammer in early 2013. For instance, Style became Esquire, another Hammer rebrand.
Below are loglines for the new series and projects in development.
“It Takes A Sister” (working title)
Produced by 495 Productions Inc. with SallyAnn Salsano serving as Executive Producer and in association with New Wave Entertainment LLC with Brian Volk Weiss and Mark Rousso serving as Executive Producers.
This comedic docuseries gives viewers a look into Nikki “Hoopz” Alexander’s unique and chaotic modern family with her five younger sisters and her 11 nieces and nephews. With an unparalleled bond, the Alexander sisters, ages 24 to 31, have been together through thick and thin. Now at Nikki’s ranch in rural Knoxville, Tenn., these city girls are fish-out-of-water as they try to fit in down south. Their relationships will be tested as Nikki, known as the “Mama Bear” of the family, pursues her dream of opening her own boutique, while also helping her sisters accomplish their goals. Can Nikki do it all being the head of this hectic household, older sister, world’s best aunt and business owner?
“After Happily Ever After” (working title)
Produced by Screaming Flea Productions with Matt Chan, Dave Severson and Liza Keckler serving as Executive Producers.
With 60 percent of marriages for couples between the ages of 20 and 25 years old ending in divorce,* this series chronicles 20-somethings who got married young and now find themselves at a crossroads in search of a second chance and a new beginning. They know leaving their married life and spouse behind may be a risk, but hope by taking this chance they will find a new side of themselves.
*National Center for Health Statistics
“Stranded At Work” (working title)
Produced by EyeworksUSA with J.D. Roth, Todd Nelson and Brant Pinvidic serving as Executive Producers.
By 2020, nearly half of all U.S. employees will be millennials.* Facing leadership gaps, business owners are frustrated with workplace politics and drama amongst their young employees affecting their businesses— and now they are turning to more drastic measures to get the company back on track. Employees will be suddenly forced to navigate several days in the wild and undergo a series of stressful and difficult situations together, all planned by their fed-up boss who is hoping for them to form a meaningful bond. As the saying goes…what doesn’t kill them makes them stronger!
* Lynch, A. (2008). "ROI on generation Y employees." Bottom Line Conversations, LLC.
“Party INC.” (working title)
Produced by Moonshot Productions with David Rowe, Erik Hartman and Chris Dunn serving as Executive Producers.
With DJs like Tiesto and Calvin Harris, EDM (electronic dance music) has finally surged from its underground roots and into mainstream consciousness for millenials. Two lifelong girlfriends, Andi Cross and Lex Houser, are using their passion for music and putting everything on the line to launch their own events and apparel startup business, The Bad Kids Collective, within the multibillion-dollar global EDM industry. From starting out with very little money in Lex’s mother’s basement to establishing a fiercely loyal following, these young entrepreneurs find their venture filled with tension and drama as they attempt to manage a hectic workplace and grow BKC into a successful powerhouse, while also juggling their day jobs so they can support their dream.
“The Assistants” (working title)
Produced by NCredible Entertainment with Nick Cannon and Michael Goldman serving as Executive Producers in association with Evolution Media, with Douglas Ross, Alex Baskin and Greg Stewart serving as Executive Producers.
Being a boss is tough, but being an assistant is impossible. This project follows the dynamic and hard-working assistants to the biggest mavens and moguls in the Atlanta entertainment scene, from celebrities to record executives. With blood, sweat and tears, these ambitious 20-somethings are willing to do whatever it takes to learn the ropes one step at a time so they can climb the ranks. These assistants are exposed to a life of privilege at work, traveling on private jets and attending lavish red-carpet events; however, at the end of the day, they struggle just to pay rent and find time for their personal lives.