E! moves into scripted

At its E! Entertainment Upfront presentation, the U.S. cable network unveiled a global brand refresh, with a new tagline "Pop of Culture" and a 2013 debut of scripted programming.
May 1, 2012

At its E! Entertainment Upfront presentation, the U.S. cable network unveiled a global brand refresh, with a new tagline “Pop of Culture” and a 2013 debut of scripted programming.

Billed as the next phase of the network’s evolution, E! will expand on its mission to entertain pop culture fans, with a new look, logo, brand campaign and tagline. The global brand refresh debuts on July 9 in the U.S. and Canada with the premiere of E!’s new series Opening Act, while its international refresh begins in September.

E! is adding 100 more original hours, bringing the network’s total of original programming to more than 700 hours this year, and includes the debut of scripted programming in 2013. The slate of scripted programming includes projects from actor/executive producer Kevin Spacey and Phillip Noyce.

In the unscripted space, E! will premiere Married to Jonas, starring Jonas Brother member Kevin Jonas and his wife Danielle. The Ryan Seacrest Productions title will debut on August 19 and is a 10 x 30-minute series.

Opening Act from executive producer Nigel Lythgoe sees a panel of judges, including singer Mary J. Blige, give the Web’s most talented amateurs the chance to perform as the opening act to Nicki Minaj, Rod Stewart and LMFAO, among others.

In addition, the network will also refresh its website E! Online on July 9, with an update and a tablet friendly redesign.

“Our new look and programming plans are designed to more fully realize our brand’s potential and continue to build on our growth and success,” said Suzanne Kolb, president of E! “From news to reality to live events, E! lives at the epicenter of pop culture. For us, this exciting next chapter is all about never letting anyone go a minute without their ‘pop of culture.’”

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.