Media

Living rebrands and ditches pink

Published Thursday, Feb 15 2007, 12:22 GMT | By Joanne Oatts
From today LivingTV will be rebranded as Living, and will do away with its pink logo, in an attempt to attract male viewers.

The rebrand includes a bolder cut out white logo, and a new design on its navigational package. Living TV2 will be rebranded Living 2, with the same design in white. A series of talent-based idents will be unveiled later this year.

The channel admitted last year that it did not want to alienate male viewers, and was looking to turn itself into a more mainstream entertainment channel.

Virgin Media creative director Alun Constable, told Broadcast: "In the past Living was pink and a typical housewives' channel. But it has since attracted a broader audience and the look has to be a more confident one. We are attracting more male viewers and so we want to reflect that. However, we are not actively looking for male viewers; this rebranding is more a result of attracting them."

Despite the revamp, Constable also said that Living would remain a "feminine" channel screening shows such as its Top Model franchise, though it has stopped commissioning new plastic surgery and diet shows.

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