The New England Connectivity and Telecommunications Association is the new name for NECTA, the five-state regional trade association for companies in the cable-TV business. This weekend (October 23-25) NECTA brings back its annual conference hosting cable companies, regulators and legislative officials in Newport, Rhode Island. 

The plan is to make the gathering a summertime affair again in 2023, association president Tim Wilkerson said. The last in-person conference in Newport was held in 2018, before the COVID-19 pandemic.

“We think that making that change, even though it’s one word, it's a lot more than than that,” Wilkerson said of the rebrand. “We think that word, connectivity, really symbolizes and encapsulates what the future is. These world-class broadband networks that exist today, but are going to be powering those 10G networks in the near future, are really going to be driving our innovation economy and those connected emerging technologies like robotics, telemedicine, fintech, ed tech, sports wagering and then world-class entertainment like NESN and NBC Sports and NBCUniversal that they rely on.”

Cable-centric associations such as NCTA–The Internet & Television Association and more recently NCTC for years have been looking to make their names say more than just cable while retaining the same basic letters. NECTA worked with an agency, Seven Letter, on the new name, a new logo and a new website that for the first time spells out a mission statement for the group, Wilkerson said. A new tagline reads, “Connecting New England.”

Topics important to NECTA include how the $14.2 billion in broadband subsidies under the national Affordable Connectivity Program are handed out, and whether or not the states will adopt parallel programs that help subsidize the cost of a residential broadband subscription, Wilkerson said. The biggest cable companies in NECTA's territory of Connecticut, Massachusetts, New Hampshire, Rhode Island and Vermont are Comcast, Charter Communications, Cox Communications and Breezeline, Wilkerson said.

“NECTA has always played an important role in shaping public policy, analyzing trends in technology and implementing best practices for these industries,” Mark Reilly, senior VP of government affairs for Comcast, said in a NECTA statement about the rebranding. “With the constantly changing landscape and new technologies emerging on a rapid scale, NECTA’s role will be even more important to help policymakers grapple with advancements of technology and how it can help expand economic growth and improve the lives of all New Englanders. Their refreshed brand and focus reflect where these industries are going, and I am excited to see what comes next.”

NECTA formed in 1961 as the Community Television Association of New England, headquartered in Tilton, New Hampshire. In 1982, the association rebranded and became the New England Cable Television Association. In 2004, NECTA updated the name to New England Cable & Telecommunications Association.

The first, small NECTA conference in Newport was held in 1972 and grew to be a popular destination, peaking in size around the year 2000, the former NECTA CEO Paul Cianelli recalled in a 2012 interview. “We’d literally get every room in Newport and beyond,” he said then. Wilkerson said the decision was made over this past summer to restart the in-person convention, but by then it was difficult to find open dates, hence the October scheduling. This weekend’s conference will be held at the Newport Harbor Island and Resort. ■

Firstlight Media said Tuesday that it will rebrand under the Quickplay name, about two years after the company purchased the cloud-agnostic OTT platform company from AT&T. 

Toronto-based Firstlight partnered with Highland Capital in March 2020 to purchase AT&T’s Quickplay for an undisclosed sum. Firstlight founder and CEO Andre Christensen had earlier  served as Quickplay’s chief operating officer and head of product development for AT&T.  

In a press release, the company said it expects to leverage its new moniker as it makes the rounds at the IBC 2022 show in Amsterdam next month, where it plans to preview new tools that can help accelerate OTT’s shift to platforms like:

“As we’ve extended our leadership in cloud-native streaming, it’s become clear to the market that the platform we’ve created is truly differentiated from anything that has come before it,” Quickplay co-founder and CEO Andre Christensen said in a press release. “Just as it did more than a decade ago, Quickplay today is making huge technology leaps that are enabling operators to capture leadership positions in an increasingly crowded streaming environment.”

Altice USA said it has begun the rebranding of all of its Suddenlink systems under the Optimum name, launching a nationwide brand campaign, “Get Closer, Go Farther.”

Altice USA took the first steps toward retiring the Suddenlink brand in July 2021,  when it said all of its wireless products would be rebranded under the Optimum Mobile name. In April of this year, it launched its “Let’s Reconnect” campaign with a pledge to rebrand the Suddenlink markets later in the year. Suddenlink has about 1.8 million customers in 17 states mainly in the Midwest, southern and western parts of the country. Altice purchased the systems in 2015 for $9.1 billion. 

The rebranding news also comes days after reports claimed that Altice USA had hired Goldman Sachs to seek a buyer for the properties.  

“Get closer and go farther. That’s our Optimum brand promise and what we aim to deliver to our customers through our connectivity services and experiences we offer,” Optimum EVP consumer and business services Matt Grover said in a press release. “We are thrilled to launch this new campaign and officially bring our Suddenlink products and services under the Optimum brand, uniting our telecommunications division under one name, one voice, and one promise to customers to deliver the very best internet, TV, and mobile service to them every day.”

Starting August 1 and throughout the months ahead, the company will transition Suddenlink properties and assets to Optimum, including vehicles, stores, websites and uniforms.

In the press release, Altice USA said the aim of the new brand and tagline is to demonstrate the company’s promise to bring customers closer together with its products and services to enable them to go farther into the future. This effort includes new campaign TV spots, the acceleration of the build out of its fiber internet network; the launch of Optimum 2 Gig and 5 Gig Fiber Internet; removing data caps on all Suddenlink internet plans as part of the transition to Optimum; opening nearly 20 new state-of-the-art Optimum retail stores across the country in recent months; and rebranding its Optimum Mobile service, which was recently ranked #1 in customer satisfaction by the American Customer Satisfaction Index. ▪️

Months after it reported a full year of broadband subscriber losses — the only major cable operator to do so — Altice USA continues to step up efforts to win back customers with a new campaign entitled “Let’s Reconnect,” and pledging to rebrand its Suddenlink Communications markets to Optimum later this year.

The new campaign comes after Altice USA lost about 3,000 broadband customers in 2021,  a year where although overall high-speed Internet customer growth slowed down, it was at least positive for the rest of the sector. Altice USA is in a bit of a unique competitive situation — about one-third of its footprint is within Verizon Fios territory, which has been very aggressive in winning broadband subscribers. As a result, Altice USA said it would accelerate the buildout of its fiber network and push hard to bring new services and functionality to customers. 

The rebranding and “Let’s Reconnect” campaigns are just another step in that process. Altice has already rebranded its wireless service as Optimum Mobile, and said Suddenlink subscribers in the West and Mid-Atlantic states would be receiving service under a new name in the future. That future, apparently, is now. 

“As part of Let’s Reconnect, we’re making changes to ensure that we are delivering the very best service and experience to our customers and keeping them at the center of everything that we do,” Altice said in a statement. “This means more speed and reliability through our fiber network and mobile service, 24/7 customer support online and over the phone, the opening of more retail stores across the country and so much more.”

In a letter to customers, Altice USA executive VP of consumer services Matt Marino pointed to increased internet speeds as the fiber buildout progresses; easy to understand pricing and surprise-free billing; better service through the hire of thousands of local employees and the opening of 70 new retail locations; and an increased commitment to its communities, through company donations to public schools and organizations.

“We heard you and we know it’s time to reconnect,” Marino wrote in the letter. “Though keeping you connected to what you love has always been our number one goal, we understand that we haven’t always gotten it right. So, we’re working hard to make important changes as a recommitment to you.”

Whether this will be enough to put a dent in subscriber losses remains to be seen.

Still, Altice USA is making an effort to right the ship. In addition to the fiber acceleration, the company has expanded its MVNO agreement with T-Mobile for its Optimum Mobile service, launched Optimum Stream, a 4K-capable Android TV device for free to its 1 Gigabit-per-second broadband customers, and made some management changes.  

Altice stock went into a tailspin in February after it announced plans to step up the fiber build and accelerate its edge-out program to expand its addressable footprint. Shares fell as much as 22% on February 17,ending the day down 18% to $11.83 per share from $14.40 each the day before. Since then, the stock hasn’t regained much of that ground — it closed at $12.70 each on April 4. 

In a research note in February, MoffettNathanson senior analyst Craig Moffett noted that Altice’s plans to speed up the fiber deployment and accelerate edge-outs to increase their addressable market are good signs. But Moffett added that it can no longer be assured that the company will be a grower in the long term.

“At the heart of the problem is broadband,” Moffett wrote. “Altice’s broadband subscriber growth has slowed to a stop.” 

It appears that with the new campaign, Altice is hoping to turn that perception around. ■

Cable operators RCN, Grande Communications, Wave Broadband, enTouch and commercial fiber-services provider Digital West said they will officially consolidate their brands under the Astound Broadband name effective today (January 12).

“This is an exciting time for our company with our new name solidifying our commitment to ‘astound’ our customers each and every day through our national fiber-rich network, fast reliable service, mission-critical connectivity, and award -winning customer service,” Astound Broadband CEO Jim Holanda said in a statement. “Keeping ourselves grounded in our deep-rooted focus on customer service is at the core of what we do. We’ve been part of our local communities for years. Our dedicated teams will continue to serve the areas where they live and work.”

Astound Broadband has more than 1 million customers, which is enough to rate as the sixth largest cable operator in the U.S. 

To ease the transition, each region will retain sub-brands under the Astound umbrella — Astound Broadband powered by RCN, in the Northeast; Astound Broadband powered by Grande in Texas and Astound Broadband powered by Wave on the West Coast. The former Harris Broadband systems in Central Texas and WOW properties in Illinois, Indiana and Maryland will follow by mid-year. For business services, the combined companies will be unified as Astound Business Solutions. 

In an interview, Holanda said the sub-brands will probably last between 12 and 24 months, and then all of the systems will be branded under the Astound umbrella, “to ease customers and communities into it, to understand that they’re still dealing with the same local management, the same local employees and the same great service and company that they’re accustomed to.” 

Repainting trucks and issuing new uniforms to employees has already begun. 

In an interview, Holanda said the work to unite the companies under one name probably started about 2½ years ago.

“We knew after we bought Wave that at some point if we kept buying cable companies that we were going to have to unite the brand under a single name,” Holanda said, adding that while several names were considered, “We kept coming back to Astound.” 

The rebranding process was further delayed by the pandemic and later by former parent TPG’s decision to sell the company to Stonepeak Infrastructure Partners. The Stonepeak deal closed in August, near the end of the quarter, which made a rebranding unfeasible, and then 2021, a series of purchases helped push back the date even further. Astound closed its purchase systems in Anne Arundel, Maryland; Chicago and Evansville, Indiana in from Wide Open West for $661 million in November. Later, Grande Communications purchased Harris Broadband. 

Cable watchers should be familiar with the Astound Broadband name — it has been used as the moniker for the parent of the five smaller operators for years and dates back to former parent TPG’s 2017 purchase of Wave Broadband. Holanda said Wave purchased a Northern California provider named Astound Broadband about five years ago, which made selecting the name even easier. 

“We owned the domain names, we already had that in place, so when we started really digging into the research, not only did we love the [Astound] name and the aspirations of it, the fact we owned it made it almost a no-brainer at that point,” Holanda said. ■

Atlantic Broadband, several months after closing its $1.125 billion purchase of systems in Cleveland and Columbus, Ohio from WideOpenWest, said it will rebrand its systems throughout the country under the Breezeline name, and added that it plans to launch a streaming video product — Breezeline Stream TV — later this year.

Atlantic Broadband, part of Canadian telco Cogeco Communications, had operated primarily on the East Coast, but said in a press release that the addition of the Ohio systems prompted the name change. The company closed on the purchase of the WOW systems, which pass about 688,000 homes and have nearly 200,000 broadband customers, in September. 

“We’re no longer just an East Coast provider, and we’ve long offered much more than broadband, so our company identity must evolve with us,” Atlantic Broadband president Frank van der Post said in a statement. “The name Breezeline marks the beginning of a new, exciting era of transforming our company through new growth, while also elevating the customer experience through enhanced customer care options, innovative products and investment in the latest technologies.”

Atlantic Broadband began expanding its fiber network last year, and plans to extend its reach to more than 70,000 homes in New Hampshire and West Virginia with its fiber-to-the-home technology. 

Breezeline Stream TV is a cloud-based video offering that will allow customers to access live and recorded programming on compatible devices in and out of the home. The service will be available in select markets early this year and will expand throughout 2022. 

Atlantic Broadband said it will introduce Breezeline in its existing markets beginning today (January 10) and the former WOW communities will transition to the new moniker by the summer. The company also has launched a series of new customer care initiatives, including enhanced self-service options, a new online experience and simplified, transparent pricing. A new customer app is planned for release early this year.  

“The Breezeline name was chosen to convey our commitment to providing easy access to connected experiences for our customers,” Breezeline VP of marketing Julie Sullivan said in a press release. “The Breezeline logo, a five-point pinwheel, represents our customers and the communities we serve, the innovation and services that enrich customers’ lives and the elevated experiences we strive to provide in a seamlessly connected world. The pinwheel also implies motion — symbolic of both high-speed connectivity and the ease with which customers can interact with our company and services.”

Atlantic Broadband is the eighth-largest cable operator in the U.S. and provides residential and business internet, TV and voice services to customers in 12 states: Connecticut, Delaware, Florida, Maine, Maryland, New Hampshire, New York, Ohio, Pennsylvania, South Carolina, Virginia and West Virginia. ■ 

As we approach 20 months of living and working in a global pandemic, the data coming out amid this new She-cession points to troubling setbacks for women in the workforce. More women have lost jobs than men, more are considering leaving the workforce or downsizing their careers and more are disproportionately shouldering pandemic-era burdens, including childcare responsibilities. According to the World Economic Forum, it will now take 135 years to close the global gender gap instead of the 99 years previously projected pre-pandemic. 

Knowing the data is important. The landscape has dramatically changed, especially for women, and we must pay attention. But the real question we need to be asking ourselves is, what are we doing to address this? 

The pandemic has made clear the need for major course correction across organizations and industries to support, recruit, retain and advance women. Being relevant and remaining a leader in the marketplace means not being afraid to change, instead embracing it. After all, our industry thrives on change and disruption; both of which often lead to innovation. 

As diversity and inclusion (DEI) advocates, corporate leaders and individuals must ask what we need to be doing differently to right wrongs, to be more diverse and inclusive, to earn back the gains lost during the pandemic and to build on them. 

When we asked ourselves at WICT — Women in Cable Telecommunications — what we should be doing to meet this moment, we realized it was time for action, time for change within our own walls. And while WICT has always adapted our business model to ensure we remain relevant, WICT’s name has not kept pace with the times. As a result, Women in Cable Telecommunications no longer speaks to the full breadth of who we are and where we are headed. Recognizing that meant it was time to dig in and let data inform some sound decision-making, because at WICT, we love data! 

Engaging some of the top branding experts there are, we met, we gathered, and we listened. In doing so, we realized we not only needed to evolve our brand to build a stronger WICT; we knew we had an added obligation to be more inclusive than ever given how much ground women lost in the workplace during COVID-19. 

We also know that the more women we can connect and support now, the better for our industry, and frankly the better for the communities our member companies serve. This introspection helped us realize that for all the benefits WICT provides to our members and the industry at large, there is one thing that reigns supreme - it’s all about our network.

So, starting Oct. 20, Women in Cable Telecommunications is The WICT Network: Empowering Women in Media, Entertainment & Technology. We are being intentional with our name, logo and actions widening the circle of our network. 

Women want to be connected to one another and data shows wide developmental networks help female leaders rise in their careers. We are in a position to help make that happen. So we’re going to do just that.

Updating our brand and name isn’t a revolution. It’s an evolution. For over 40 years, The WICT Network has provided an unparalleled peer-to-peer and B2B network through member resources, educational events and diversity research. We’re still doing that and more. Our new name and tagline is a reminder that we’re also going to be doing more than ever to reflect the companies and individuals we serve.

Change like this isn’t about optics. It’s about something far more fundamental — the business case for diversity, equity and inclusion. Prioritizing women in your workforce isn’t just the right thing to do — it’s good business. The data is very clear. Diversity in organizations increases innovation, profitability, recruitment, retention, employee satisfaction and more. According to McKinsey’s Diversity Matters, company profits and share performance can be close to 50% higher when women are well-represented at the top. And that’s just one of many studies. The WICT Network website will point you to an abundance of compelling research demonstrating that workforce parity is the bedrock for becoming a better, stronger, more profitable company. 

While our new name and logo is an exciting step in our evolution, there is so much more for all of us to do. The pandemic did a lot of damage in a very short amount of time, so it is reasonable to believe we can undo the damage in just as short a time. We’ve made a course correction within our own organization. Ask yourself, is there more you can do within yours?

CuriosityStream said it has struck a deal with German production company Spiegel TV that will boost its footprint in that country, adding hundreds of hours of German-dubbed programming to the SVOD service, as well as creating a rebranded linear channel in German-speaking Europe. 

CuriosityStream already has a presence in Germany. As part of the deal, Spiegel TV will rebrand its Spiegel TV Wissen, which offers content focused on society, culture, technology, nature and the environment, under the Curiosity name for viewers in Germany, Austria and Switzerland. CuriosityStream, Spiegel TV and its subsidiary Autentic will contribute content to the new Curiosity Channel, which will continue to be operated by the current management team, led by Patrick Hoerl from Autentic and Michael Kloft from Spiegel TV.

“This is a milestone moment for CuriosityStream, demonstrating our commitment to expanding globally through strategic distribution partnerships,” CuriosityStream CEO Clint Stinchcomb said in a press release. “Germany is already our top non-English-speaking market, and we’re delighted to join Spiegel TV and Autentic in introducing the Curiosity brand to millions more viewers and subscribers. I am confident our shared commitment to quality, factual content will create even stronger growth in German-speaking territories and throughout the world.”

Spiegel TV is a subsidiary of the German news magazine Der Spiegel and was formed in 1988. Headquartered in Hamburg, Germany, Spiegel TV has more than 140 employees and produces the most successful political news magazine show on German private TV.

“This partnership is all about delivering the best possible local and international factual content to the German speaking market. Spiegel TV, Autentic, and Curiosity are teaming up to serve the proven appetite for original and unique factual shows in the German speaking market, featuring one of the most discerning audiences in the world,” Kloft said in a press release

Beginning in January, AT&T will move its DirecTV satellite television service under its own brand, keeping the DirecTV name for the product and adding the telecom giant's iconic globe logo. In a memo to employees on Dec. 2, AT&T said it would also remove the "Now part of the AT&T Family," tag line from DirecTV marketing.

“The iconic AT&T brand – one of the world’s most valuable and admired – is our brand,” AT&T said in an internal company memo.

AT&T purchased DirecTV in a deal valued at $48.5 billion in July. Combined with its U-Verse telco TV service, AT&T has about 26 million pay TV subscribers, making it the largest pay television service provider in the country.

In the internal company memo, AT&T said that it plans to transition all of its TV product names to AT&T Entertainment once it establishes its “next generation TV platform.” The company did not elaborate.

At its August Analyst Day, AT&T said it is developing a new home media gateway that will allow third-party broadband connections, LTE connections and AT&T broadband connections, according to DSL Reports. At the same meeting, AT&T Entertainment & Internet Services chief John Stankey said the goal is to move to a single architecture for all TV and broadband users that will involve "very thin hardware profiles," (probably a cloud DVR) and that its set-top, router and gateway hardware "will become a consolidated, single platform over the next 24-36 months."

The memo added that the company is changing the name of its  overall TV organization from AT&T Entertainment & Internet Services to AT&T Entertainment Group.

AT&T and DirecTV officials did not immediately respond to requests for comment.

Incorporating the AT&T logo with the DirecTV service makes sense, especially as the company has made major efforts to bundle the TV offering with its wireless service. 

Pasiones, a pay-TV network dedicated to telenovelas, has gotten a facelift.

The network, available across Latin America and in the U.S., is now sporting a new logo, on-air look and  graphics package.

The new look took effect on the channel’s Latin American feed on Aug. 3 and on the U.S. signal on Aug. 17. The changes are tied to an increased effort to lure Hispanic women to the channel, the network said.

“We have dramatically increased our investment in content and have now updated our look to reflect our identity,” Francisco Gimenez, general manager of cable networks for Pasiones parent Hemisphere Media Group, said in a statement. “This rebrand reflects our premium status and top-rate programming, and reinforces our commitment to make Pasiones the leading destination for women."

Carolina Bilbao, Hemisphere’s creative director, led the channel repositioning and rebranding. Bilbao and the programming team also worked with Eloisa Iturbe, a Buenos Aires, Argentina-based branding agency, on the reimaging.

“Our channel name clearly states what we are about, but we needed our logo and on-air look to convey the emotions that our novelas and dramas incite,” Bilbao said. “Our new look establishes a very personal relationship with the viewer. Our logo is handwritten and the heart is at the center of it, as it is with everything on our channel. The on-air environment is warm and inviting, and its unique handwritten elements will connect to the programming in a very personal way.”

Pasiones has agreements in place with major producers and distributors from around the world, including Televisa, Telemundo, TV Globo, Caracol, Sony, Cisneros Media Distribution, Artear, and Telefe.

LOS ANGELES -- Three years ago, Fox Hispanic Media turned on the lights and soft-launched MundoFox, a new Spanish-language broadcast network targeting U.S. Hispanics.

MundoFox was designed from the get-go as an ambitious stab at a sophisticated Latino audience that craved more than the “Cinderella”-style telenovela or family oriented live variety show.

With sleek scripted dramas, a popular early prime game show adapted from Family Feud, and a strong emphasis on local and national news, MundoFox entered the scene with gusto, its executives confident it would eventually rival Univision Communications’ No. 2 network, TeleFutura (now UniMas), for viewers. That day will never come for MundoFox.

On July 16, Colombia’s RCN Television Group — Fox International Channels’ joint-venture partner in the Fox Hispanic Media-managed network — announced it had purchased 21st Century Fox’s interest in MundoFox. Also gone is the Fox brand, as the network is now known as MundoMax.

And RCN has said goodbye to roughly 35 journalists associated with the national Noticias MundoFox newscasts, which have been “canceled” as part of the wholesale rebranding.

News programming is expected to return in 2016, however, as RCN executives are reviewing MundoMax’s entire programming slate.

"RCN is excited to be carrying on the MundoFox network that we started jointly with our partner FIC," said Morales, whose resume includes a stint as president of Telemundo Station Group.  "We look forward to serving the remarkably vibrant and dynamic U.S. Hispanic community with our successful programs and are proud to dedicate our efforts to the continuous growth and success of the network.”

One notable holdover from MundoFox is the hour-long 100 Latino Dijeron, the Family Feud-style game show that emerged as one of its lone ratings successes. The competition program still airs at 7 p.m. weeknights. Also still on the primetime lineup is the Tims Productions telenovela Suleimán, El Gran Sultán, dubbed into Spanish from its original Turkish (Muhteşem Yüzyıl).

At 9 p.m. weeknights is La Guerrera, a dubbed-into-Spanish version of Rede Globo’s Brazilian soap opera Salve Jorge. At 10 p.m., affiliates such as Meruelo Media’s KWHY Los Angeles will continue to air local news. KWHY will now air the 30-minute Noticias MundoMax 22 weeknights at 5 p.m. and at 10 p.m. Veteran news anchor José Ronstadt, widely known for his time at Telemundo-owned KVEA, co-anchors KWHY’s newscasts with station veteran Palmira Perez.

It was not known at press time if other affiliates would continue their 30-minute local newscasts.

MundoFox until July 27 aired a 10:30 p.m. national newscast anchored by Rolando Nichols and originating from Los Angeles. Nichols in the mid-2000s anchored a now-defunct newscast for TeleFutura (now UniMás).

Today, the studio is dark; it is believed Nichols and correspondents Carolina Sarassa and Max Aub are all seeking new opportunities. The Los Angeles studio made MundoFox the only Spanish-language network serving U.S. Hispanics with a newsroom outside of the Eastern time zone.

Replacing the national newscast, which also aired at 5:30 p.m. on MundoFox’s more than 50 affiliates, is the reality exposé show Most Shocking.

RCN informed the multicultural marketing and advertising community of MundoMax’s official launch with a promotional spot on its website featuring the tagline, “Live to The Max.”

One advertiser has already signed on with MundoMax, automaker Dodge. Thirty-second commercials, featuring Machete actor Danny Trejo in character, appear on the MundoMax.com website, which features detailed program information and sections devoted to sports, horoscopes, and health and beauty.

Meanwhile, Fox Hispanic Networks continues, with Spanish-language cable television networks Nat Geo Mundo, Fox Life and Fox Deportes as its three U.S. offerings. Tom Maney remains as executive vice president of Fox Hispanic Networks. Andy Checo, MundoFox’s former director of publicity and community affairs, has joined public-relations firm Havas Formula in New York as a director. 

As part of a marketing push to broaden the network’s audience, WE tv has officially dropped the term “women” from its name and debuted a new logo that corresponds with its redirected focus.

The new logo consists of “WE” written in bold, block letters and underlined. The bar that underscores the logo is also being used in various marketing campaigns to emphasize the word “we” in phrases like “Tweet it,” “Awesome,” and “Powerful.” 

WE tv pesident Marc Juris explains that the rebranding is an attempt to accurately represent the social connectivity of modern viewers. 

“When we looked at our name and brand, we realized instantly that the word ‘We’ is an ideal reflection of the socially networked world we live in today. The idea of ‘We’ as all of us - sharing common interests and experiences - is a powerful and universal theme which drives connection, conversation, collaboration and community. It creates an ideal platform to position the network at the center of the rapidly evolving multi-screen universe,” said Juris in a statement.

The new logo and graphics are expected to debut throughout WE tv’s various platforms this fall. The branding efforts were developed in cooperation with Eloisa Iturbe Studio of Buenos Aires.