13ème Rue set for November rebrand
Written by Pascale Paoli Lebailly
Thursday, 15 April 2010 20:31

NBCU French channel 13ème Rue will be redesigned and rebranded 13ème Rue Universal in November on the occasion of its 13th anniversary.

In January, science-fiction channel Sci Fi was rebranded SyFy Universal. This change contributed to modernize its image and raise its audience by 43% on the 25-49 year old demographic.

This evolution of NBCU channels in France is in line with Universal Networks International’s expansion strategy. From 2007 to 2010, the group passed from 14 to 70 channels with new launches to come. By 2012, the group expects to reach 100 channels around brands Syfy Universal, Diva Universal, 13th Street Universal, Universal Channel and Studio Universal (cinéma).

Expansion is allowing the group to invest in original and exclusive programming. Thriller and police series Heaven, adapted from Stephen King’s novel The Colorado Kid, and Rockie Blue will get first-window broadcast. In France, they are due to be aired in the autumn.