“The majority of our audience in prime time and weekends are now Gen Xers–vibrant, working adults who grew up on MTV and edgier shows. They demand and deserve a brand that is more connected to where they are today. They are layered and complicated, and their idea of escape is to lean in and go deep. We are a new TV Land for this new audience.”
In the interest of all that layered leaning in and complicated deep-going, the network debuted its new logo today, which is kind of shaped like a lightning bolt—just like that Harry Potter you’re all so crazy about, right?—along with its new core values: Quality, cleverness, and truth.
The network has already shuffled at least one of its elder statesman—pun intended, in a spirit of clever, honest quality—out of the way, having whisked Hot In Cleveland off the air earlier this year. Now, it’s doubling down on a bevy of youth-oriented new shows, like a sitcom based on the work of edgy alt-comic Jim Gaffigan, and a second season of the network’s hit show Younger, because subtlety is for boring old farts.
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