Steve Schwartz has made a Style change.
Last week, the former executive producer at The Learning Channel -- and the
man in charge of that network's hit shows, Trading Spaces and While
You Were Out -- began his new gig as senior vice president of programming at
His arrival, along with that of former TLC executive and now Style VP of
programming Heather Moran, is a key step in what could be a significant year for
the Comcast Corp.-owned spinoff of E! Entertainment Television.
In 2003, Style will launch as many as one-dozen new shows; swell its
subscriber count, now at 29 million, to 40 million by year-end; and become
Nielsen Media Research-rated by the fourth quarter, E! Networks executive VP of
entertainment Mark Sonnenberg said.
More immediately -- and as part of what E! Networks senior VP and brand
director Gavin Harvey called a repositioning effort -- Style will debut a new
on-air graphics package Feb. 8.
Schwartz said he's been tasked with putting his initials on Style's current
development slate, and he will place a heavy emphasis on storytelling.
On tap: the Feb. 9 bow of Style Essentials, a series that will take a
comprehensive look at one of article of clothing: jeans, a turtleneck or that
little black dress.
The show, along with 'Mercedes Benz Fashion Week: Fall Collections 2003' --
as well as fresh episodes of Area, Glow and Fashion Trance
-- will serve as on-air forums for a series of new images, hailing both the
network and its programming.
Dayparts will also be introduced by distinctive sounds, like a zipper, cash
register or clinking glasses.
A national advertising campaign, likely to deploy print and spot cable as key
media elements, will break in the third quarter.
'We're laying the groundwork for what we believe will be
a breakthrough year for Style,' Harvey said.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Thank you for signing up to Multichannel News. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.