WE TV’s RebrandIs a Family Affair

WE TV is fine-tuning its message to women,
focusing on mothers and family relationships with
a new network tagline and several new original reality

Under the new tagline “Life as WE know it,” the network
later this month will launch its new Tuesdaynight
block of family-themed reality series with Joan
and Melissa
. The reality show will chronicle comedian
Joan Rivers’ relationship with daughter Melissa, said
WE TV president and general manager Kim Martin.

Other new
shows that will
fit into the networ
k ’s new
strategy include
the docu-series
Braxton Family
Values, which
debuts April
12 and follows
the exploits of
R&B singer Toni
Braxton and her
sisters; and Staten
Island Cakes
set to premiere June 21, which follows a family-run
bakery led by 21-year-old pastry chef Vinny Buzzetta.

Another series on the docket follows the family life
of stand-up comedian and Last Comic Standing finalist
Tammy Pescatelli.

“In 2011, WE TV is putting a spotlight on families,
not family viewing, but rather shows about families,
with strong personalities, lots of conflict, lots of drama,”
Martin said.

The network — which previously employed the
tagline “Simply Fascinating,” to reflect the exploits
of modern women — is now repositioning itself to
reach out to its core 18-49 female viewer who deals
with family issues. It’s looking for programming that
reflects some of the challenges and rewards of family
life, according to Martin.

“Our tagline is a slight tweak and an update to what
we’ve been doing, but we think the shows are so relatable
to what our audience is experiencing in their
lives,” she said.

While WE TV has put most of its development efforts
behind docureality programming, Martin didn’t
close the door on future scripted series.

“We’ve talked about scripted, but we haven’t seen
the right project yet,” she said.

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.