I've also attached Chiller's press release regarding the rebranding after this Variety article.
Chiller takes a chill pill
Horror net looks to soften image in the manner of Syfy
By MARC GRASER
Chiller is going under the rebranding knife.The horror cable channel, which NBC Universal and DirecTV launched in early 2007, is getting a redesigned logo to go along with a new tagline, "Scary Good," and changes to its programming lineup.
The move comes more than a year after NBC U relaunched Sci-Fi as Syfy to broaden its viewership and target more than just fans of science fiction.
Chiller is looking to do the same, with the visual makeover led by the same team that initiated the Syfy switchover. The purpose is not to alienate auds that may be put off by the trappings associated with horror.
"It was launched as a horror network, but 'Scary Good' links into the fun of being scared," Dave Howe, president of Syfy and Chiller, told Daily Variety. "We all enjoy the thrill of a scare and like those round-the-clock scary moments."
The new Chiller logo, which debuts Oct. 27, "gives you the two sides of Chiller," Howe said, with its font representing the more accessible programming, like "Fear Factor," which performs well for the network on Saturday, and the harder, more thriller elements of the channel. "The logo brings it to life in a more elegant fashion," Howe added.
Syfy execs, who oversee Chiller, have been waiting for the Halloween weekend to roll out a new marketing blitz that will include a variety of events, including a trek to next summer's Comic-Con in San Diego. A high-profile presence there has paid off for Syfy over the past two years.
"We have very ambitious plans to grow this network as a brand," Howe said.
Net targets younger viewers, who have long been big fans of the horror genre and a demo that Chiller has lately been able to attract more of. The average age of its viewership is down to 47. Ratings have climbed 86% among the 18-34 demo and 66% in adults 18-49.
To begin the rebranding, execs needed to wait until the channel reached more viewers. Nielsen began tracking Chiller's ratings in June, and the channel is now available in more than 40 million homes.
They're also looking to capitalize on a new slate of programming, which includes the channel's first special, "Chiller 13: The Decade's Scariest Movie Moments," in December, and first original movie, "The Passenger," based on the novella by bestselling author Jack Ketchum. It bows in the spring.
Chiller will begin running Joss Whedon's "Buffy the Vampire Slayer" next month, in addition to other skeins new to the net.
They will be added to a sked that includes NBC's "Fear Factor" and international series like "Afterlife" and "Apparitions," anthology series "Masters of Horror," repeats of "The X-Files," "Tales From the Darkside," "Twin Peaks" and "Millennium," as well as horror pics from various studios.
"We didn't want to lean into the narrow stereotypes of traditional horror programming," Howe said. "We wanted to make it more accessible and broaden it.
CHILLER ANNOUNCES MAJOR REDESIGN INCORPORATING TAGLINE SCARY GOOD
Programming Expansion Includes First Original Movie, The Passenger And First Original Special, Chiller 13: The Decade’s Scariest Movie Moments
Ratings Up 86% In Adults 18-34, 66% In Adults 18-49 And 45% In Adults 25-54
NEW YORK – October 20, 2010 – Fueled by skyrocketing ratings, significantly younger audience and a major expansion of programming featuring its first original movie (The Passenger) and first original special (Chiller 13: The Decade’s Scariest Movie Moments) Chiller today announced a creative redesign effective October 27 – in time for Halloween!
As part of the redesign, Chiller is introducing a new logo and on-air look, embracing its tagline, Scary Good.
Said Dave Howe, President, Syfy and Chiller: “With its new logo, tagline and channel design, Chiller begins a whole new era, one marked by growth as well as heart pounding thrills and edge-of-your-seat entertainment. The new look and feel will lend the channel a premium topspin, and our tagline, Scary Good, gets right to heart of what we’re all about – a good scare should be a lot of fun.”
Since Nielsen began measuring Chiller in June, the channel has posted extraordinary viewer growth. Ratings have risen 86% among Adults 18-34, 66% among Adults 18-49 and 45% in Adults 25-54. The channel continues to attract younger viewers with the median age in primetime dropping five years to 47.1 — in only four months.
In length of tune, Chiller Adult 25-54 viewers stay longer than the cable average (14.8 minutes vs 13.8 minutes), while that Adults 25-54 audience also ranks significantly above the cable norm in commercial retention (94 vs 86).
Starting this December, Chiller’s programming will be boosted by its first ever original special, Chiller 13: The Decade’s Scariest Movie Moments, a countdown special featuring pop culture mavens and horror movie experts looking back on the top scary movie moments of the past 10 years. Chiller’s very first original movie The Passenger, based on the novella by best-selling author Jack Ketchum, is slated to premiere in Spring 2011.
Joss Whedon’s iconic Emmy Award-winning Buffy the Vampire Slayer, which starred Sarah Michelle Gellar and aired on The WB from 1997-2003, will join the Chiller schedule Sunday, November 7, beginning with a 24-hour marathon at 6AM (ET/PT). On Monday, November 8, the series will assume its regular time slot weekdays at 6PM and 7PM (ET/PT).
Chiller is the only cable channel devoted to delivering viewers round-the-clock scares. Chiller’s eclectic slate of adrenaline-fueled, soul-stirring entertainment includes a broad offering of films, including feature-length premieres every Friday, international programming (Afterlife, Apparitions), documentary and reality shows (Fear Factor), anthology series (Masters of Horror) and some of the most thought-provoking and suspenseful series ever on television (The X-Files, Tales from the Darkside, Twin Peaks, Millennium). Chiller is currently available in 40 million homes. To learn more, visit: http://www.chillertv.com. Chiller. Scary Good