GMC TV changes its name to UP

At the stroke of midnight as the calendar turned to Jun. 1, GMC TV began writing the latest chapter in its evolution as America’s leading television destination for uplifting entertainment when the network changed its name to UP. The fresh, new name will better communicate a clear sense of the network’s unique brand position, which has always been, and will continue to be, “Uplifting Entertainment.”

Along with the new name the network introduced a new URL, UPtv.com, and the company’s corporate name changed to UP Entertainment, LLC.

“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.”

Starting Jun. 1, viewers continued to see the great programming they have come to love along with a new logo and new on-air look. The introduction of UP will be supported with on-air image and cross-channel spots, a multi-platform marketing initiative and the launch of the on-air “Summer UP” campaign.

UP is the network’s most extensive step in the evolution of the brand since the network launched in 2004 as the Gospel Music Channel, which subsequently evolved to be known as GMC TV: “Uplifting Entertainment.” The UP concept was conceived as an upbeat, positive and playful way to communicate the network’s unique brand promise and position as the destination for the best in family friendly “Uplifting Entertainment.”

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