/// Bio to Rebrand as FYI, a "Contemporary Lifestyle" Network

December 11, 2013  |  Media Week

Bio, A+E Networks' biography-centric cable outlet, will shut down this coming summer and relaunch as FYI, a network “defined by the world we live in today,” according to incoming president Jana Bennett. Presumably this is distinct from the “aspirational” look of lifestlye cablers like Bravo and Oxygen without going the full do-it-yourself route; no programming was announced with the rebrand but expect to hear plenty from the network in the near future. “The transition to FYI is the next phase in our strategy to bolster the A+E Networks portfolio by evolving and maturing our brands to allow for future growth in the rapidly changing media landscape,” said A+E president and CEO Nancy Dubuc. “FYI will be an upscale network with a younger and more modern sensibility than what we've seen on traditional lifestyle networks, in an effort to appeal to an audience that has been underserved on linear but thrives online.” Bio has been more or less fallow in recent months; the network played little part in A+E's last upfront presentation as Lifetime, History and flagship network A&E got major greenlights. Now that the three main networks have refocused brand identities (and enough synergy to muster the occasional team-up ), it's about time to rework Bio: the network averaged a scant 108,000 viewers in prime in the dollar demo for the year to date. Both History and A&E were top 10 nets, with prime-time demo averages of 794,000 and 812,000 respectively, and Lifetime not far behind at #13. So it makes sense for the new network to come out swinging: “FYI is defined by the world we live in today – offering viewers a less prescriptive, more adventurous approach to their taste, space, social life and look,” said Bennett. “Gone are the days where consumers are looking for experts to instruct them how to live.” Bennet is now president of both Bio and LMN—and if the reboot is successful, it's hard not to wonder if the time might come for LMN to get a facelift, as well.


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