UP network will rebrand itself to be the outlet for family-themed programming, the network said Monday at the INTX show.

The network today launched a new tagline, "We Get Family," to reflect the network’s programming shift toward entertaining and authentic stories that define the modern American family, according the Charley Humbard, UP president and CEO. The network’s new positioning comes five months after ABC Family renamed its network Freeform with a greater focus on reaching millennial audiences.

“Our research identified that 42 million adults are looking for programming with family in mind. With family as our framework, we are filling a void in the media landscape as the brand families trust most to bring them this positive programming,” said Humbard.

In an effort to promote its new brand positioning, UP will offer a Memorial Day weekend "Family Block Party" featuring some of the network's most popular shows.  The weekend will culminate with the network premiere of Parenthood on Memorial Day, according to network officials.