Starz Ent. Group LLC (SEG) threw the switch on the largest re-branding effort in the history of television. Effective at 6:00 am (MT) March 28, 2005, all 13 of the Starz and Encore channels sport new on-air looks and logos. Eleven channels have been renamed. Three new channels Starz Edge, Starz Comedy and Starz Kids & Family launched. In addition, an upgraded website for Starz, www.starz.com, and a new site for Encore, www.encoretv.com, will debut April 1.
"This is the most extensive effort ever to create a cohesive package of television channels, each with its own identity but each tied to its master brand," said SEG evp of marketing Jerry Maglio. "The result better displays our wide range of programming, enables our customers to access their favorite films more conveniently, allows our affiliates to market the channels more easily, and drives home the message about the great value provided by the Starz and Encore channel packages."
"Coming off one of the strongest years in premium television history, this updated version of the Starz family of channels will give us the momentum we need to continue our growth in 2005," added Maglio. (In 2004 Starz units grew 15% to 14.1 million homes and Encore grew 12% to 24.5 million homes.)
Starz Edge targets the male 18-34 demographic. The second new channel, Starz Comedy, showcases one of the most popular movie genres. The third, Starz Kids & Family, combines two previous channels into one ensuring there will be movies to watch anytime on Starz for all family members. To make room for the new channels, Starz Theater has been dropped from the lineup and Starz Kids and Starz Family have been combined into a single channel.
In the Encore package, the name Encore has been added to each channel so that, for example, the former Westerns channel, is now Encore Westerns. In addition, True Stories has been renamed Encore Drama. The goal is to rectify a problem identified in focus group sessions: many subscribers do not know that some of their favorite channels are part of their Encore package.
STARZ! HD, the high definition version of the flagship Starz Channel, has been renamed Starz HDTV.
The new channel names are designed to emphasize more clearly the wide array of programming available from the Starz and Encore families of channels and to demonstrate more clearly to the viewers that the channels are related and are part of the Starz and Encore packages.
A key part of the strategy of uniting the brands is the new, more contemporary and streamlined channel logos. Variations of the Starz and Encore logos will be used in each of the channels, giving each one a distinctive look but tying them all together as part of the family.
New channel descriptors are as follows:* Starz is where the new hit movies live. * Starz Edge defies expectation. Flicks and picks from the new generation.* Starz Kids & Family is for the young and the young at heart. Movies all families can enjoy.* Starz Cinema lives outside the mainstream. Films that bring the art-house to your house.* Starz InBlack is culturally connected. The source for the biggest, coolest movies and urban entertainment.* Starz Comedy is non-stop movies and outrageous bits that keep you laughing.* Encore provides movies, all movies and nothing but movies. * Encore Drama brings you powerful stories. Movies that reflect the uncertainty of life.* Encore Love offers movies that stimulate your heart and mind.* Encore Mystery will keep you guessing. Movies that challenge your instincts or prey on your worst fears.* Encore Action brings the adrenaline rush to your door. Movies with high-impact excitement.* Encore Wam is for teens, providing a cool place to see great movies and teen entertainment.* Encore Westerns takes you back to the American frontier.
The new Starz logos were designed by the San Francisco office of Landor & Associates. The new on air look was created by PMcD Design of New York City.
Starz Ent. Group LLC (SEG) is the largest provider of premium movie services in the U.S. with approximately 173 million subscription units. SEG offerings include the Starz Encore Movie Pack, with up to 13 digital movie channels and more than 750 movies per month, Starz HDTV, Starz On Demand and Starz Ticket, the first and only on-demand premium TV subscription service available on the broadband platform. Starz Ent. Group is a wholly-owned subsidiary of Liberty Media Corp.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
