GMC TV Looks 'UP' With Rebranding

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GMC TV is "upping" its brand, changing its name to better reflect its mix of inspirational, uplifting original movies and shows.

The eight-year-old network will change its name to UP beginning Sept. 1, supported with a new logo and on-air look, GMC TV president and CEO Charley Humbard said.

Additionally, GMC TV parent company Gospel Music Channel LLC (part of the InterMedia Partners portfolio) will change its name to Up Entertainment LLC. The company also has a partnership with Aspire, the upstart African-American-targeted network owned by Earvin "Magic" Johnson.

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R. Thomas Umstead
R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.