E! Entertainment Television (Sky 151 and Virgin Media 156) has unveiled details of their brand refresh, which features a new website, on-air look, tagline and refreshed logo. The rebrand, and new tagline ‘Pop of Culture’, is part of an effort to put greater emphasis on the channel’s pop culture focus which looks at personalities, trends, music, fashion, TV, movies, art, nightlife, philanthropy, technology, design and sports. The re-branded E! Entertainment will launch in the UK, the Republic of Ireland, Italy, France, Germany, Asia, Australia, Israel, Portugal, Turkey, Greece, Benelux, the Nordics, Romania, Poland, the Balkans, the Czech Republic, Slovakia and Africa on September 23rd.
As part of E!’s UK relaunch, the channel will launch two brand new series: Opening Act, a new reality singing series from veteran producer Nigel Lythgoe and hosted by Olivia Lee; and Married to Jonas, featuring Kevin Jonas and his wife Dani. Both shows will compliment the channel’s current line-up which includes Keeping Up With The Kardashians, Fashion Police, Live From The Red Carpet and Ice Loves Coco. E! has also launched a new website, which went live on July 9th. The network’s website had its biggest year in 2012, averaging 15 million monthly unique visitors internationally. With the relaunch, the site has been expanded and updated with a tablet-friendly redesign that improves functionality and user interaction, as well as offering enhancements to its high-res photo galleries and unique social integrations.
Speaking of the rebranding of E! Entertainment Televesion, Laurence Dawkin-Jones, Universal Networks International’s UK Managing Director, said: “E! is already established as the ultimate destination for celebrity, entertainment news and pop culture. The refresh expands and enhances the brand, ensuring it remains relevant and appealing for platforms, viewers and advertisers. With more hours of original content than ever before, E! makes a unique and compelling contribution to the pay-tv proposition.”