ATLANTA – May 30, 2013 – At the stroke of midnight as the calendar turns to June 1, GMC TV will begin writing the latest chapter in its evolution as America’s leading television destination for uplifting entertainment when the network changes its name to UP. The fresh, new name will better communicate a clear sense of the network’s unique brand position, which has always been, and will continue to be, “Uplifting Entertainment.”
Along with the new name the network introduces a new URL, UPtv.com, and the company’s corporate name changes to UP Entertainment, LLC.
“The response to our new name has been phenomenally positive,” said Charley Humbard, president and CEO. “The beauty of UP is that it needs no explanation. Every hour of programming on UP is uplifting, inspiring and entertaining for the whole family. It captures the essence of our brand – uplifting entertainment - and will lend itself to many interesting and fun creative executions.”
Starting June 1, viewers continue to see the great programming they have come to love along with a new logo and new on-air look. The introduction of UP will be supported with on-air image and cross-channel spots, a multi-platform marketing initiative and the launch of the on-air “Summer UP” campaign.
The network will continue to present quality programming designed to make a positive impact on its viewers. The debut weekend will feature all new UP Originals including on Saturday, June 1 at 7, 9 and 11 p.m. EDT the new UP Original Stage Play, “Love will Find a Way” starring Christian Keyes (What’s Done In The Dark, Madea Goes To Jail), Gabrielle Dennis (“The Game”), Jason Weaver (Drumline, ATL), Vanessa Simmons (“Run’s House,” Dysfunctional Friends), Carl Payne (“Martin,” “The Game”), Shanti Lowry (“The Game,” “The Closer”) and Suveria Mota (Las Pandillas de Los Angeles). On Sunday, June 2 at 7, 9 and 11 p.m. EDT, the network will present the UP Original Movie Jimmy starring Ian Colletti (“Rake”), Patrick Fabian (“Saved by the Bell”), Kelly Carlson (“Nip/Tuck”), Chuck Carrington (“JAG”), with Bob Gunton (The Shawshank Redemption) and Ted Levine (“Monk”). Jimmy is directed by Mark Freiburger.
UP is the network’s most extensive step in the evolution of the brand since the network launched 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 family friendly“Uplifting Entertainment.”
The introduction of UP will build on the momentum of GMC being the fastest-growing entertainment network in ad-supported cable in 2012 among W25-54 (+80% growth), as well as the second fastest growing among A25-54 (+67%), A18-49 (+50%) and W18-49 (+62%) (source: Nielsen LSD M-Su 6a-6a 12/27/10-12/25/11 vs 12/26/11-12/30/12 AA (000), rank % growth v YA among General Entertainment nets).
The network recently unveiled its most ambitious original programming slate in its eight-year history, including more than 60 World Premieres for the 2013-14 season.