New logo, look and tagline for Universal Channel


Universal Networks International (UNI) announced the refresh of its flagship brand,
Universal Channel (DStv Channel 117) at a press conference at the elegant boutique
hotel The Marion on Nicol in Johannesburg. Well-known actor Malik Yoba of Alphas
was in attendance and proudly spoke of the other five shows in which he has starred
on Universal Channel, namely New York Undercover, Trinity, Kingpin, Raines and

The focus is on character-driven entertainment as the channel unveils its brand new
positioning, logo, on-air packaging and tagline – 100% Characters. The network
refresh will go into effect in Africa on Friday 3 May and will continue worldwide
throughout 2013.

“We arrived at our unique positioning because we believe that great characters are
the magnets that draw viewers back to their favourite shows week after week,’ says
Lee Raftery, EVP, Marketing, NBCUniversal International Television. “Universal
Channel’s new logo, look and “100% Characters’ tagline are simple and intuitive
enabling us to connect with the hearts and minds of our audiences, everywhere, and
maximise the potential of this global entertainment brand.’

Universal Channel, a core channel brand for Universal Networks International, is seen
in 103 countries and delivered in 16 languages around the world. The channel’s newly
refined positioning – as the home of character-driven entertainment – comes to life
across Asia, Africa, Central en Eastern Europe, Russia, Latin America, Brazil , the UK
and Australia throughout the coming months.

“Universal Channel refresh underscores our long-term commitment to the brand and
its on-going growth across Africa,’ says Colin McLeod, managing director, Emerging
Markets, Universal Networks International. “This brand evolution, along with a high-
quality programming line-up will enable us to consolidate Universal Channel’s position
as the leading international entertainment channel in the market and further increase
its appeal to DStv subscribers.’

Following the channel refresh, Universal Channel fans can look forward to new
seasons of their favourite shows including criminal dramas NCIS LA (Season 2), NCIS
(Season 8) and Psych (Season 6) as well as the ever popular sitcom Two and a Half

The Universal Channel brand refresh was developed via collaboration between
NBCUniversal International Television’s Central Marketing Team, the award-winning
creative division of Red Bee Media end world-leading TV brand strategist, Lee Hunt.


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