Oxygen, which has struggled to connect with viewers since it launched in 2000, is rebranding as a crime-themed network for women, NBCUniversal announced today.
But NBCUniversal will still only have one cable network devoted to crime in its stable: Cloo, which aired crime-themed library content, folded up shop today.
With the rebranding, NBCUniversal will target the viewers that have made Discovery Communications’ Investigation Discovery the No. 1 channel among all broadcast and cable networks in total-day length of tune.
Oxygen, which saw ratings bumps after expanding its “Crime Time” weekend block to four days a week, announced three new series as part of the rebrand, which will see a full-time crime lineup in place by this summer.
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