As A&E is wrapping up an unprecedented tenth consecutive year of growth, the network is rolling out a comprehensive new brand identity, including a new on-air look, a new website and the tagline BE ORIGINAL, it was announced today by David McKillop, General Manager & Executive Vice President of A&E Network.A&E has undergone a dramatic and successful transformation to a premium entertainment network, and is now firmly seated among the top five networks on cable. The network has also made good on its promise to become 100% original in primetime, a dramatic differentiation from other top tier networks like USA (11% original), TNT (20% original), FX (14% original) and TBS (7% original)*.
"A&E has always been a leader in quality original programming and has enjoyed a decade of growth. Our new tagline embodies who we are and not just what we do," said McKillop. "From DUCK DYNASTY to BATES MOTEL, we are 100% original with the most unique characters and content in television.
BE ORIGINAL is much more than a tagline, it's a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers."
The new brand identity and tagline will launch on December 11 at 10 p.m. ET/PT, during the DUCK DYNASTY Christmas Special.
"As the A&E brand continues to evolve, it has become increasingly important to let both the consumer and trade know what A&E stands for," said Guy Slattery, Executive Vice President of Marketing, A&E Network. "A&E is a brand that celebrates originality. Our content is 100% original, our talent is completely one-of-a-kind and our storytelling is innovative and always fresh.
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