A&E Sets ‘Be Original’ Tagline

A&E network will launch a new on-air look and tagline in December to reflect the network’s commitment to an all-original primetime lineup, said network officials.

The network’s new tagline, “Be Original” as well as refreshed on-air graphics and new brand identity will launch Dec. 11 during the network’s Duck Dynasty Christmas Special, said the network.

The change comes as the network offers all original content during evenings  between 8 p.m. to 11 p.m., easily eclipsing the amount of original content offered in primetime from competitors USA, TNT, FX and TBS, according to A&E network officials. Those four networks rely on a number of off-network shows in the daypart.

A&E began moving toward the 100% original strategy three years ago. While its primetime lineup previously included CSI: Miami and Criminal Minds, it has grown its non-scripted roster to include Duck Dynasty, Storage Wars, The First 48 and Beyond Scared Straight. Moreover, A&E has began building its scripted drama base with Longmire and Bates Motel, which will be joined by Those Who Kill in the first quarter of 2014. The latter, from Imagine Television and Fox 21, is an adaptation of a Danish format, orbiting around police detective Catherine Jensen (Chloe Sevigny) and forensic profiler Thomas Schaffer (James D’Arcy), who have a keen understanding of the serial killers they pursue.

“A&E has always been a leader in quality original programming and has enjoyed a decade of growth ... our new tagline embodies who we are and not just what we do,” said David McKillop, general manager and executive vice president of A&E Network in a statement. “`Be Original’ is much more than a tagline, it’s a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers.”

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.