Upfronts 2013: GMC to Change Name to UP in June

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Complete Coverage: Upfronts 2013

GMC TV will accelerate its name change to UP to June from September, the network announced Tuesday during its upfront presentation in New York.

The network also touted an ambitious programming slate the features 66 original shows including world premiere movies, original reality series and stage plays set to launch over the next two years, said GMC TV vice chairman Brad Siegel, who addressed reporters from the network's Upfront Tour bus.

Siegel said the network decided to move up the re-branding of the network's name and logo to June after receiving positive feedback from viewers and advertisers on the new moniker. He added that recent network research has found that network non-viewers are 116% more likely to watch the network with UP as its name rather than GMC.

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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.