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Pasiones Network Gets a Makeover

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.