E! Entertainment Television, part of NBCUniversal, is changing its logo, on-air look and tagline in Asia, following the 9 July unveiling of its new look in North America.
As of 23 September, the company has also revamped its network line-up with new shows like Opening Act, Live from the Red Carpet, Fashion Police and Keeping up with the Kardashians making their way to Asia. The channel is currently airing ads featuring its best-known faces to promote the all-new look.
Commenting on the channel's new tagline, 'Pop of culture', Christine Fellowes, managing director for Asia Pacific, said "E! is an iconic brand at the epicentre of pop culture and is the destination of choice for entertainment in Asia."
Also, starting this week, News Corp-owned Fox International Channels renamed Star Chinese Movies 2 to SCM Legend. SCM has also changed its brand colours to give it a more stylish and contemporary, yet retro, feel, the company said in a press release. Its logo, a crown, will align with that of its sister channel, SCM, itself rebranded earlier this year.
All this is a part of News-Corp's well-known plans to take its chinese language channels to other markets including Australia, the US, some European countries and the Middle East.
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