GMC TV is going through another name change. This time they are changing their name to UP in a bid to strengthen their brand position as a leader in ‘Uplifting Entertainment.” The new name will officially launch on air on September 1st.
In a bit of interesting news, GMC TV partnered with Magic Johnson Enterprises in June 2012 to launch ASPiRE, the African-American targeted network started by Magic Johnson Enterprises. ASPiRE is currently in 15 million homes and received extraordinary high viewer satisfaction ratings in a recent survey.
UP is the network’s most extensive re-brand since launching in 2004 as the Gospel Music Channel, which subsequently evolved to be known as GMC TV: “Uplifting Entertainment.” The UP concept was conceived as an upbeat, positive and playful way to communicate the network’s unique brand promise and position as the destination for the best in “Uplifting Entertainment.”
GMC also announced that the network has surpassed the 60 million household mark according to the latest Nielsen Household Universe Estimate (UE). GMC TV’s UE now stands at 61.3 million. The network attributes its push past the 61 million household milestone to additional launches on all remaining Comcast systems, along with launches on Time Warner Cable and on Bright House Networks systems.
“From the day we launched the network we have delivered on our unique brand promise to provide Uplifting Entertainment for viewers who want programming that supports their family values. UP is a fun, fresh name that embodies our unique brand position and further distinguishes us from the non family values programming so prevalent today. According to our research, non viewers’ intent to view more than doubles with the new name UP, thus increasing our unique value to our cable and advertising partners,” said Charles Humbard, president & CEO, GMC TV.