In Nod to Outlander Fandom, STARZ Reveals NEW Logo and Tag Line

Written by: Anne Gavin


It was reported in Variety on March 28th that American cable network Starz -- home to original series, Outlander, of course, but also popular series, Black Sails, Ash vs. Evil Dead and Power will be getting a major image makeover.  Read past the jump to see how Outlander  fans influenced the new look...

Beginning April 5th, Starz will have a new Logo and Tagline -- "Starz: Obsessable."  WAIT!  That sounds familiar, i.e,  #Outlander and #Obsessed.  How many times a day do Outlander fans describe themselves as obsessed with the show?  Heck -- we even have a word for that -- OBSESSENACHS!  Imitation is the sincerest form of flattery, eh?


In addition to the new logo and tagline, sibling channel, Encore, will also be pulled under the Starz umbrella with a new name and programming strategy.  Encore will become "Starz Encore" and will show previous seasons of some of Starz's original programming such as Outlander and Black Sails as well as many of Encore's library of classic films.  Encore's other channels such as Encore Family, will also be branded with the Starz name.

Recently, Starz surpassed Showtime as the U.S.'s Number 2 pay cable station with 23.6 million subscribers.  In addition, Starz has recently begun to take a page from rival HBO and move towards a strategy to attract digital viewers.  This will include a streaming app, which will be BIG NEWS for Starz subscribers and will go a long way in enticing even more viewers to the network's original programming.  The re-branding was timed to precede the launch of the streaming app.

Surprisingly, Encore boasts 9 million more subscribers than Starz.  Encore is usually sold on a less expensive, lower tier of movie networks from local U.S. cable distributors such as Comcast and Verizon.   The lower cost explains more subscribers.  But, as part of the new strategy, Starz is betting that by replaying previous seasons of Starz Original Programming on Encore it will motivate some of the 9 million Encore subscribers to sign up for Starz.  Starz executives cite evidence suggesting that during a January 2016 trial, more than 700,000 households not subscribed to Starz watched re-runs of Black Sails and that 2 percent of those households went on to subscribe to Starz and watch Season 3 of Black Sails.

Variety reports that Starz CEO Chris Albrecht brought former Time Warner executive, Jeffrey Hirsch, on board a little over 7 months ago to initiate the re-branding process.  As Starz' Global Marketing and Product Planning President, Hirsch said, "I liken (the re-branding process) to taking the house down to the studs and rebuilding it."  "Every aspect of the house when you move in has to be done.  So, all that stuff (re-branding and streaming app) is on that same timeline."

But, back to Outlander because it's pretty clear here that the vociferous Outlander Fandom had a big part to play in Starz's new branding strategy with the network's new tag line -- "Obsessable."  If the recent flap over Starz's bungling of the Season 2 Premiere for fans in New York City was a sore point for many Outlanders, maybe this will put some salve on that wound.


Allison Hoffman, Starz's Executive Vice President for Marketing said, "We just kept seeing on social media 'I'm #obsessed.'  We thought there was something there."  Really, Allison?  You think so??!!

Well, I don't know too many people obsessed with Black Sails or Ash vs. Evil Dead, although both well produced and acted shows.  But, in fact, it's Outlander Obsessed fans that have repeatedly hash-tagged their undying obsession with the time travel, sci-fi, historical, romance flagship show at Starz.

So, take a bow, Outlander Fandom.  My guess is that Starz could have saved some marketing dollars by holding a couple of focus groups with Outlander Fan Groups instead of paying a marketing firm to come up with this new strategy.  But, hey -- however they got there -- we are happy to have played a role.  So, let's OBSESS right into Season 2 and Season 3, shall we?  You are welcome, Starz!

What do you think of the new Starz Logo and Tagline?  Do you think the new programming strategy will be a winning strategy for Starz and sibling network Encore?

11 comments

  1. It's all great, this push by Starz, the marketing and publicity - but still no official S3 announcement? It's really frustrating to me. Starz announced S2 for Ash vs Evil Dead before S1 even aired! And trust me, it's not that good at all. I don't understand why this is being dragged out.

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    1. MiddleAgedMalcontent -- I hear you. It's frustrating not to have the "official" word about Season 3, yet, BUT, it's not really THAT unusual to have announcements delayed until the new season gets underway. We wrote about this (and gave examples) on the Blog last week. Check out that post here. http://outlandercastblog.blogspot.com/2016/03/calm-down-everyone-season-3-of.html Fear not, though, Season 3 is coming!!! Thanks for reading and commenting today. Hope to see you again at the Blog soon. We love reader comments!

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  2. I have Encore as part of my Starz package, but have never watched a single minute. If they are going to be showing Outlander reruns, I'll be moving them to FAVS list.

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    1. Unknown -- YAY!!! I think it's smart strategy for Starz to move Outlander re-runs to Encore. More eyes on the show given more subscribers and hopefully more Obsessenach converts. Thanks for reading and commenting. Come back to the Blog again soon for more Outlander news and original content!

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  3. What is frustrating is that they have succeeded in ignoring their US Fan base by not having anything for us for the S2 premiere. They messed up last year and pissed off people in NY and they obviously didn't learn their lesson. Thanks for a great show but nothing else.

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    1. Kate Judge Longo -- I share your disappointment about the lack of events in New York City for regular fans surrounding the Season 2 premiere. It does seem incongruous given it's clear that Starz's new tag line comes straight from the Outlander fandom. As Geillis said though, sometimes there are things that just don't have an explanation! Thanks for reading and commenting. Come back to the Blog again soon for more Outlander news and original content.

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  4. Thank You Anne,very informative!

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    1. zsuzsip -- Thanks for dropping by. The drought is almost OVER!!!

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  5. There could be myriad reasons why they haven't officially announced Season 3 yet. Just speculating and making wild-ass guesses: contract negotiations, facilities, locations, crew they want to make sure are available, watching to see the results of current publicity/PR campaigns, DG's progress on Book 9 (which her publisher would like to release around the time of a hypothetical premiere of Season 3), and any number of things we mere mortals don't realize.

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    1. Connie - interesting speculation. Or, could be that Starz just likes to torture us!!! Thanks for reading and commenting. Come back again soon for more Outlander news and original content!!!!

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    Hãy chắc chắn rằng đừng bao giờ tạo ra tình huống khi khách hàng nhìn vào logo họ không bị bối rối khi không biết phải tập trung vào điểm nào. Hãy tập trung vào một điểm chính và thiết kế thật đơn giản, điều này sẽ mang lại hiệu quả bất ngờ cho bạn.thiet ke logo | thiết kế logo | thiết kế catalogue

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