The Hollywood Reporter’s Marisa Guthrie writes about HLN’s rebranding…
HLN is undertaking a major rebranding away from wall-to-wall trial coverage and toward a programming strategy centered on the social media conversation. And executive vp and general manager Albie Hecht, installed last November by CNN Worldwide president Jeff Zucker, is about to push the boundaries on programming for a traditional cable news network with an eclectic development slate that includes game shows, docuseries (which have been successful on CNN) and apps that could also be TV segments.
Hecht, a former Viacom executive, compares his mission at HLN with his experience being a member of the team that launched MTV. “It’s about finding the white spaces,” he says. “When you build a brand, you’re fulfilling a need.”
But the landscape is much more crowded and noisy today than it was in 1981 when MTV premiered, or even 2003, when Hecht oversaw the successful transition of TNN to Spike TV, the first network targeting men. But like his boss Zucker, Hecht is prepared to throw things at the proverbial wall. And the network’s development slate reveals an eclectic mix of programs that one would not expect to find on a traditional cable news channel. But, says Hecht, he’s running after a different audience than MSNBC, Fox News Channel or even CNN.
“News that you share is very different from breaking news that other networks will cover,” he notes. “Our content is going to be different.”
How different? Read today’s press release…
NEWLY RE-BRANDED HLN ANNOUNCES INITIAL 2014 PROGRAM DEVELOPMENT SLATE
*Series Contenders Keywords, I Can Haz NewsToons, One.Click.Away, Vacation Hunters, Videocracy and app #What’sYourFOMO in Development
HLN, rebranded in 2014 as the first TV home for the social media generation (millennials and the millennial-minded), unveils its initial program development slate using its new social media filter, it was announced by Albie Hecht, executive vice president and general manager, HLN.