The moose in The Outdoor Channel’s logo was given the pink slip.
The name of the channel will receive some minor editing, as well dropping its “The” and becoming simply Outdoor Channel.
They are signs of even more changes to come for the Temecula, Calif.-based network, which targets hunting and fishing enthusiasts, according to CEO Roger Werner.
In May, Outdoor will replace its current, naturalistic logo depicting the animal with mountains in the background with a more modern graphic rendered in “action black and adventure green.” Officials said the new look is designed to resonate with viewers craving excitement and will serve as an extension of the channel’s new programming philosophy.
Outdoor plans a targeted ad campaign to promote the brand refresh in May, around the time of The Cable Show in Las Vegas, and a new channel tag line is expected later this year. A broadband channel is also promised soon.
Werner, the former ESPN chief operating officer who joined Outdoor last October, said the network typically never spent much on interstitials or brand identification. In fact, it has maintained the same look since its inception in 1992.
The channel overall “has done great,” but Werner said he sees an opportunity to upgrade editorial product across the board.
Changes in the near term include “weeding out” underperforming programming elements while scheduling more popular shows in greater rotation, he said. Shows are being shifted into thematic blocks to keep viewers interested in those sports watching for a little longer.
Because the 2007 programming slate was already set when Werner came on board, the on-air changes will come in 2008. He said he plans to commission original programming, and channel officials are working with current producers to improve the look of existing shows while bolstering their educational content.
“The quality of presentation and polish will be improved,” he added, but the focus of the channel will not: “No extreme sports, no motor sports.”
Outdoor will still cater to the hunting and fishing crowd, targeting men 18-54. The network is now available to 29.9 million homes, with a distribution pattern similar to that of satellite provider DirecTV, Werner said. Penetration is heaviest in the suburban and rural areas with the highest percentage of hunting and fishing licenses.
Werner also plans to bolster ad sales by hiring three or four salespeople to be based in Detroit and Chicago.
