At the stroke of midnight as the calendar turns to June 1, gmc will begin writing the latest chapter in its evolution as America's leading television destination for uplifting entertainment when the network changes its name to UP. The fresh, new name will better communicate a clear sense of the network's unique brand position, which has been, and will continue to be, "Uplifting Entertainment."
Along with the new name the network introduces a new URL, UPtv.com.
"The response to our new name has been phenomenally positive," said Charley Humbard, president and CEO. "The beauty of UP is that it needs no explanation. Every hour of programming on UP is uplifting, inspiring and entertaining for the whole family. It captures the essence of our brand - uplifting entertainment - and will lend itself to many interesting and fun creative executions."
Starting June 1, viewers continue to see the great programming they have come to love along with a new logo and new on-air look. The introduction of UP will be supported with on-air image and cross-channel spots, a multi-platform marketing initiative and the launch of the on-air "Summer UP" campaign.
