New Look and Brand Mission for STARZ
Flagship Network
ENCORE Networks Brought Under the STARZ
Brand Umbrella, Repositioned as STARZ ENCORE Channels
STARZ Original Series to be Available to
ENCORE Subscribers
STARZ, the best overall value in premium pay television and the
most watched family of pay TV networks in the United States*, will
undergo a landmark transformation on April 5th with the
introduction of a new STARZ brand campaign and mission, as well as
a repositioning and reprogramming of the ENCORE suite of channels
under the STARZ flagship brand.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160328005556/en/
Caitriona Balfe stars as Claire Fraser in
"Outlander," one of the most "obsessable" shows on all of
television for Starz, which announced a new look, tagline and
master brand mission for its flagship STARZ premium pay TV network.
(Photo: Business Wire)
The single master brand approach across the STARZ and STARZ
ENCORE networks will not only align the channels with a unified
look and feel, but also strengthen the product offerings by
providing one point of entry for subscribers both on-air and
on-demand. Unlike other premium TV service bundles, this unified
on-air, on-demand and online approach will create tremendous
marketing and sell-in opportunities for the distributors of STARZ
and new STARZ ENCORE products.
Jeffrey Hirsch, Starz President of Global Marketing and Product
Planning, said, “As the insurgent in the original programing
landscape, STARZ has made a point of serving the fan first, while
staying true to the creators and the powerful stories they tell.
STARZ is delivering compelling fan-centric experiences for all
types of audiences, whether it’s classic movies and westerns, hit
shows like ‘Power’ or series and movies that fans have anxiously
awaited for decades like ‘Outlander,’ ‘Ash vs. Evil Dead,’ the
upcoming ‘American Gods,’ Star Wars: The Force Awakens and
Avengers: Age of Ultron. Harnessing the power and resonance of the
STARZ flagship brand and bringing the expansive movie and
television series offerings under one brand is good for the
consumer and the distributor alike.”
About the STARZ Rebrand
Starz announced today a new look and brand positioning, “STARZ:
ObsessableSM,” which reflects the authentic, bold and award-winning
original programing from Oscar®- and Emmy®-winning directors,
writers and actors that ignites the white-hot passions of diverse
“fandoms.” On-air and online, “STARZ: Obsessable” is brought to
life with a new elegant logo and graphic identity for the network,
designed with the viewer in mind.
Fandom is exploding as a cultural phenomenon. Starz partnered
with Hollywood-based branding and marketing agency Troika, whose
Research & Insights department specializes in understanding
fans and fandom. In a recent quantitative study conducted by
Troika, 85% of adults consider themselves to be fans of something
and 70% identify as fans of a TV series**.
The STARZ audience is not composed of casual viewers, but rather
passionate fan contingents. Fans engage more deeply, watch more
closely, discuss more fervently and evangelize more effectively.
Across all the STARZ channels, the “Obsessable” brand positioning
has meaning and resonance for classic movie lovers, watchers of
westerns or passionate fans of franchise movies and original
televisions series, like Star Wars, “Outlander,” and “Ash vs. Evil
Dead.”
According to Nielsen Social Guide, in 2015 STARZ programming
generated more Twitter conversation than that of Showtime (+52%)
and Cinemax (+367%).*** Furthermore, STARZ had the largest
percentage increase in brand-level social media audience size
amongst a competitive set (including HBO, Showtime, AMC and FX) on
both Facebook (+123%) and Twitter (+65%).****
About the STARZ ENCORE
Networks
On April 5th, Starz will fortify the flagship STARZ ENCORE brand
by aligning its ENCORE linear channels and associated on-demand and
online services under the newly rebranded master STARZ umbrella. No
longer separate brands and experiences, the expansive monthly
collection of quality movie and television content that ENCORE has
long provided its 32.2 million subscribers will be strengthened
with past seasons of STARZ award-winning original series added to
the already robust programing lineup.
The new STARZ ENCORE suite of channels will also have a new
fresh on-air look and logos for its channels and services, with all
offerings to be lead by “STARZ” in their respective brand names
(i.e., “ENCORE” becomes “STARZ ENCORE”).
The new STARZ service will now represent up to 14 distinct
linear channels (11 in HD) and approximately 5,000 movie titles and
television episodes every year, including nearly 2,200 movies. The
new STARZ offers more than 1,250 movies and episodes of television
programming monthly, with viewing options on linear TV, on-demand
and online as part of the low-cost monthly subscription. MOVIEPLEX
accounts for the remaining three channels offered by Starz’
multichannel video distributors.
About Starz
Starz (NASDAQ: STRZA, STRZB) is a leading integrated global
media and entertainment company with operating units that provide
premium subscription video programming on domestic U.S. pay
television networks (Starz Networks) and global content
distribution (Starz Distribution), www.starz.com. The Starz
Networks operating unit is home to the flagship STARZ® brand
with 23.6 million subscribers in the United States as of December
31, 2015, with the STARZ ENCORESM network at 32.2 million
subscribers. Through STARZ, the company provides high quality,
entertaining premium subscription video programming with 17 premium
pay TV channels and associated on-demand and online services. STARZ
is sold through U.S. multichannel video distributors, including
cable operators, satellite television providers, telecommunications
companies, and other online and digital platforms. Starz offers
subscribers more than 5,000 distinct premium television episodes
and feature films every year and up to 1,500 every month, including
STARZ Original series, first-run movies and other popular movie and
television programming. The Starz Distribution operating unit is
home to the Anchor Bay Entertainment, Starz Digital, and Starz
Worldwide Distribution divisions. In addition to STARZ Original
series, Starz Distribution develops, produces and acquires movies,
television and other entertainment content for worldwide home
video, digital, and television licensing and sales.
* source: Nielsen, full-year 2015 Total Day P2+ Average Audience
Live + Same Day Projections for premium packs.**
source: Troika quantitative survey conducted September, 2015.
N=385, ages 18-80, U.S. sample*** source: Nielsen, 2015, Networks
ranked by Tweets.**** source: Facebook Insights and Twitter
Analytics
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160328005556/en/
StarzTheano Apostolou, 424-204-4052theano@starz.comorEric
Becker, 720-852-4065eric.becker@starz.com
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