• by Wayne Friedman , July 15, 2014

Making good on its effort to re-brand, NBCUniversal’s Oxygen network will look to refocus its efforts on young female viewers.
 
The new logo and tagline – “very real” – make their debut October 7.
 
“This is a dynamic time for Oxygen as we rebrand and reinforce the network as the destination for young female viewers,” stated Frances Berwick, president of Bravo & Oxygen Media.

“With nine new series, we are committed to increasing original programming with vibrant and bold shows that are in line with our new programming filter and target this underserved audience,” she added.

In April, Oxygen said it would drop its "Live Out Loud" slogan and shift the networks target audience to young women viewers. From 2002 to 2008, Oxygen former logo included the word ‘Oh’ in its logo.

In the first quarter of 2014, Oxygen average 402,000 primetime viewers, down 1% versus the same time period in 2013. Daytime viewership during the period dipped 2% to 219,000.

In 2013, Oxygen grew 4% in women 18-34 viewers and 3% in women 18-49 viewers versus 2012. Last year, Oxygen cover around 70% of U.S. TV homes — about 80 million homes.

During the Television Critics Association meeting, the network announced two new programs, “It Takes A Sister” and “After Happily Ever After,” and three new projects in development: “The Assistants,” “Party INC.” and “Stranded At Work.&rdquo ;