Full revamp for Oxygen

US speciality network Oxygen is given a fresh look.
NBC-Universal acquired female-skewing Oxygen Media for more than US$900m last October. Now the fruits of a dramatic rethink are emerging.

Oxygen will get a new logo, but will stay true to its mostly female viewers – but the new look will enhance the overall task which is to attract women who “look good, feel good, have fun and live life on their own terms,” said Jason Klarman, Oxygen’s recently appointed GM. Lauren Zalaznick is running the channel (and sister channel Bravo), and she says the true heart of Oxygen is still focused on the 18-34 year-old demographic.

Helping out will be a slew of new programming, plus fresh seasons of Janice Dickenson’s Modelling Agency and Tori & Dean, which both achieved decent ratings. However, also in the new scheme is so-called fat-girls show Glamazons, and Dance Your Ass Off which – sort of – merges Dancing with the Stars with a weight loss challenge.