Apr
08
Oxygen Looks to Shed ‘Gritty’ Image
Posted in: Uncategorized
Oxygen is pitching advertisers on a new brand focus targeting young, multicultural women.
While that’s not a complete overhaul for the network, Oxygen is putting its existing programs through a new filter to see whether it speaks to a younger audience that’s mid-scale, said Frances Berwick, who in September added oversight of Oxygen to her role as president of Bravo, a sibling network at NBC Universal.
In recent years, Oxygen has been a hodgepodge of reality series like “Bad Girls Club” and the short-lived “Brooklyn 11223,” competition shows like “The Face” and “Best Ink,” true crime like “Snapped” and then the widely praised but misfit “The Glee Project.”
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