WGN America Unveils Rebrand
Network readies new logo, creates new network “sound”
By Alex Weprin -- Broadcasting & Cable, 4/9/2009 1:00:00 AM
WGN America, formerly Superstation WGN, is unveiling a new look-and sound- as part of a network rebranding this month.
“The whole idea is to be a little more in your head and less in your face,” says Tribune Chief Innovation Officer Lee Abrams, who was the programming chief at XM Satellite Radio before joining the media company last year. “When we launched XM we realized you had to be very different to get people to pay for it. That is the same experience we are looking for at WGN America, finding out what the clichés are and what the standard operating procedure is and try and rethink it, deliver a fresh approach."
A new logo is on tap, replacing the one featuring a woman’s eyes staring at the viewer (left) with a look more reminiscent of classic television shows. (right)
“[It will have] a very different look graphically, using images of America, but not the clichéd set sort of thing or the grand canyon, but rather images of factories, small towns, the real side of America,” Abrams says.
The Tribune owned superstation also plans to dramatically change the sound of the network.
As part of the rebrand, WGN America is doing away with traditional voiceovers and interstitial and promotional music.
Much like NBC is known for its chime (the notes G,E and C) the network is hoping that a “sonic logo” it created will become associated with the network as much as the look. The five note tune will be adapted for particular shows, so for an episode of The Beverly Hillbillies, it would be played by a banjo, while an episode of Star Trek would feature the chime performed by an orchestra.
“[We are] kind of introducing a soundtrack, so whenever you see the channel there will be distinctive sound to it, as well as an audio logo to further identify it,” Abrams says
The network also plans to minimize voiceovers, and those that it will use will be tailored to specifics programs or events.
“There will not be a traditional voice person, but occasionally, for example, if we were doing something for Boston Legal, we would find the right person with a Boston accent instead of relying on a traditional voice person. Trying to give a little more character, reflect a little more the diversity of America,” he says.
The timing of the rebrand is tied to a new programming slate launching this month, including wrestling show WWE Superstars, travel series Around the World For Free, celebrity foodie show Hollywood & Dine and do it yourself series Cultivating Life.
Those shows join existing acquisitions and originals, including Scrubs, Star Trek: The Next Generation, Legend of the Seeker, The Bob and Tom Show and Boston Legal.
-
see the branding campaign here: www.youtube.com/watch?v=D0fkCbX3K6g
NYXaq - 4/10/2009 1:57:42 PM EDT -
Music for WGN America's new package was custom composed by Larry Fast. Very talented musician who plays keyboard with Peter Gabriel's touring band.
Kelly - 4/9/2009 8:59:16 PM EDT -
It is a cable channel, but it's availability is not what it once was. Formerly WGN Superstation until re-branded to WGN America last May.
Kyle - 4/9/2009 3:40:56 PM EDT -
I have Service Electric Cable. Is this a sattelight station, or a cable station because I have never heard of it.
Missy Clymer - 4/9/2009 11:33:12 AM EDT
No related content found.
-
No Top Articles
VIEW ALL GALLERIES
