GMC TV is getting a name change. At midnight when June 1 makes it debut UP TV will be born. The fresh, new name was created to reflect the nwtwork’s emphasis on uplifting entertainment.”
The network is also getting a new URL, UPtv.com, and the company’s corporate name changes to UP Entertainment, LLC. There will be huge marketing initiative as well that includes the launch of the on-air “Summer UP” campaign.
“The response to our new name has been phenomenally positive,” said Charley Humbard, president and CEO. “The beauty of UP is that it needs no explanation. Every hour of programming on UP is uplifting, inspiring and entertaining for the whole family. It captures the essence of our brand – uplifting entertainment – and will lend itself to many interesting and fun creative executions.”
The debut weekend will feature new UP TV originals, including the new UP Original Stage Play, “Love with Find a Way” on Saturday, June 1 at 7, 9 and 11 p.m. EDT
On Sunday, June 2 at 7, 9 and 11 p.m. EDT, the network will air the original movie “Jimmy.”
UP TV recently unveiled its most ambitious original programming slate in its eight-year history, including more than 60 World Premieres for the 2013-14 season.