TV Land is rebranding and revamping its look in the wake of Viacom’s corporate overhaul of its networks this year. The changes debut today, and the network says the new look “reflects the three tenets of TV Land’s reinvention — quality, cleverness and truth” — while also striving to be “more authentic, raw and emotive.” It comes as TV Land is in the middle of a transformation from multi-camera original sitcoms to younger-skewing single-camera originals that include the just-wrapped Younger and upcoming series The Jim Gaffigan Show and dark comedy Impastor starring Michael Rosenbaum.
In February, TV Land President Larry Jones exited after 27 years at Viacom and building up the network — originally a Nickelodeon programming block — on the heels of Viacom’s decision to move TV Land from the Entertainment Group, overseen by Doug Herzog, to the Kids & Family Group under Cyma Zarghami. Jones’ departure came amidst TV Land’s makeover that this rebranding seems to signal to the public.
“Our new logo, look and editorial voice are a part of a major overhaul of the TV Land brand itself,” said Kim Rosenblum, EVP Marketing and Creative for the network. “The majority of our audience in primetime and weekends are now Gen Xers – vibrant, working adults who grew up on MTV and edgier shows. They demand and deserve a brand that is more connected to where they are today. They are layered and complicated, and their idea of escape is to lean in and go deep. We are a new TV Land for this new audience.”
TV Land recently sealed a script deal with John Wells and John Riggi for a single-camera comedy project inspired by the life of The Real Housewives Of Beverly Hills star Kyle Richards.