A+E rebrands BIO as FYI

December 13, 2013 11.33 Europe/London By Julian Clover

fyi-logoA+E Networks is to replace its BIO channel with the new brand FYI as it looks to a more upscale audience.

The launch will be overseen by Jana Bennett, the former BBC head of television, who is now president of FYI and Lifetime Movie Networks at A+E Networks.

“The transition to FYI is the next phase in our strategy to bolster the A+E Networks portfolio by evolving and maturing our brands to allow for future growth in the rapidly changing media landscape,” said Nancy Dubuc, chief executive of A+E. “FYI will be an upscale network with a younger and more modern sensibility than what we’ve seen on traditional lifestyle networks, in an effort to appeal to an audience that has been underserved on linear but thrives online.”

It is expected FYI will launch to BIO’s 70 million homes.

“FYI is defined by the world we live in today – offering viewers a less prescriptive, more adventurous approach to their taste, space, social life and look,” said Bennett. “Gone are the days where consumers are looking for experts to instruct them how to live. Together with our partners and audiences, we are building a new brand that embraces personal creativity and the sharing of the best ideas on air and online.”

The international rollout of FYI outside the United States will be announced on a market by market basis. The BIO brand will continue on a number of platforms.