At UP, We Get Family. The network that celebrates family, in all its complexities, announced today its new branding and programming direction that showcases the most genuine and relatable moments and stories about family on television today.
Launching May 16, the new We Get Family tagline and mantra heralds new programming featuring the entertaining and authentic stories that bring adult viewers all of the fun, dysfunction and love that defines the modern American family.
"Our research identified that 42 million adults are looking for programming with family in mind. With family as our framework, we are filling a void in the media landscape as the brand families trust most to bring them this positive programming," said Charley Humbard, president and chief executive officer, UP.
"Our goal as a network is to bring our viewers the best shows about family - in every form - with the highs, lows and everything in between," said Amy Winter, executive vice president and general manager, UP. "UP is devoted to telling stories about what matters most. We believe family, whether through blood, friendship or community, provides us with the most emotional and memorable experiences in our lives."
Featuring those familiar experiences that make us smile and sometimes cringe, the We Get Family brand spots and creative are the launch pad for and focal point of a Memorial Day Weekend Family Block Party featuring some of UP's most popular shows, as well as a national off-air campaign. The weekend will culminate with the network premiere of the groundbreaking series Parenthood on Memorial Day at 8 PM ET. In total, the campaign that reflects UP's brand personality includes over 50 :15 and :30 second spots that will begin rolling out Memorial Day weekend.
Family is the theme of UP's more than 440 hours of original series, specials, movies and network acquisitions bowing in 2016. Targeted to adult women, UP programming includes: Growing Up McGhee; Small Town, Big Mayor; Jo Frost: Nanny on Tour; and the return of the hit series Bringing Up Bates. Recent series acquisitions that join the lineup and fit this new programming direction include Parenthood, the celebrated series Gilmore Girls and America's Funniest Home Videos, among others.
UP's adult targeted family content extends across multiple platforms with its subscription-on-demand offering, UP Faith & Family, which super serves an audience seeking family and faith-affirming content.And for the viewers who want to extend their interaction with the brand digitally, UP will offer a retooled and robust online site that provides an improved architecture for fans to get straight into content from their favorite shows, including episode extras and exclusives, as well as a more prominent schedule and channel finder. Additionally, UP's pro-social initiative, "Uplift Someone," reminds and inspires people that the simplest acts of kindness have the deepest impact. As part of this initiative, UP has produced four viral videos in the past year that have generated a combined over 138 million views to date.
UP is one of television's most trusted entertainment brands. UP tells the stories of families of all shapes, sizes and complexities through authentic, unique and relevant storytelling. UP offers hundreds of hours of original scripted and reality series, specials and movies as well as fan favorite dramas on multiple platforms. In addition, UP's pro-social initiative, "Uplift Someone," inspires people to do simple, everyday acts of kindness. UP is widely available on cable systems and satellite providers across the United States. Based in Atlanta, UP is a division of UP Entertainment, LLC and partners with the ASPiRE network on sales, marketing and other operational services.