Everything you need to know about UNIVERSAL TV's channel refresh

MCN chats to Shannon Most, VP Marketing NBCUniversal International Networks, on the exciting refresh of their flagship channel brand UNIVERSAL TV on June 1, 2018.

There’s been a strong rebrand on the channel, what can the viewers expect to see?

We have made a significant investment in our general entertainment, flagship brand, Universal Channel which has now evolved to UNIVERSAL TV as of June 1 in Australia.

We’re proud to introduce a bold, colour-filled, new look and feel and an evolution of our logo. Viewers will continue however to see our unapologetic love of characters through a stronger personality, both on the channel and across our social media and other marketing channels.

What are the key strengths of the UNIVERSAL TV brand and channel?

The brand is inspired by our Universal heritage, and our reputation as a provider of quality entertainment for more than 100 years, which is also experienced via our Films and Theme Parks.

The Universal TV logo has been reimagined, combining our brand heritage with contemporary design whilst injecting a strong, new personality into UNIVERSAL. Our tone-of-voice on air and across our social media channels is now bolder – it’s playful and welcoming.  The brand will create a deeper level of emotional engagement with our audience, becoming more conversational and accessible than ever before which is very important for us to engage with our audience.

Evolving the name from Universal Channel to UNIVERSAL TV, we are future-proofing the brand for a more digital and social world. Our audience are already viewing UNIVERSAL content via our affiliates’ On Demand and Catch-Up services, and ‘TV’ is an all-encompassing term for viewing such services.  

What are the exciting content plans and strategy for Australia?

We kicked off the refresh on June 1 in Australia to tie into the launch of one of our key shows of the year – the thrilling crime drama, Shades of Blue which returns with the third season premiering on July 3. The transition of our brand assets following the refresh are fronted by Jennifer Lopez’s character, Harlee Santos and driving increased awareness of the broadcast via a heavily promoted paid social campaign. We will be generating brand affinity from our audiences by actively building and engaging our community by re-targeting our robust audience pools.

As with all our channel brands, we deliver consistent branding and positioning while our local programming team in Australia acquires and curates programming that is compelling and relevant to local audiences. We are very excited about our programming line-up for the rest of 2018 on UNIVERSAL TV including SUITS Season 8, the return of Private Eyes Season 3, as well as Chicago P.D. Season 6.  All world-class, high-quality, character-driven content that our viewers love.

What’s unique about Universal TV and how can brands get involved?

We believe no brand delivers on love of characters more than UNIVERSAL TV, which attracts loyalty from our audience. It’s the attributes of those characters – their commitment, sense of justice, humour, strengths and flaws – that advertising brands can connect with. That’s the way to connect brands with our audience.

To find out more about exciting opportunities on UNIVERSAL TV, contact your MCN representative on 02 9209 6300.