USA Network Launches Culture Blog


NBC Universal’s USA Network is getting into the blogosphere, launching a new culture blog tied to its “Character Approved” brand campaign.
The new blog is titled, appropriately enough, the “Character Approved” blog, and will be hosted at www.characterblog.com.
The network has lined up 10 people in different fields who will contribute weekly updates. Their posts will also be syndicated through Twitter, Facebook and other outlets.
“The Character Approved Blog is the next step in the evolution of the USA Network brand in the digital space,” says Alexandra Shapiro, senior VP of brand strategy and digital for USA. “We are providing a dynamic social platform for individuals and communities to discuss and debate those people, ideas, entities and innovations that embody the essence of ‘character’ and have an impact on everything culturally relevant from architecture and design to fashion and food.”
Th writers hired by USA include:
Chad Smith (Architecture), the Wooster Collective (Art), Stefan Boublil (Design), Alyse Wax (Fashion), Bags Hooper (Film/TV), Terry Boyd (Food), Matt Jordan (Music), Jerri Chou (Social Good/Giving), Rohit Bhargava (Technology/New Media) and Ann Kingman (Writing).
The expansion into the blogging world is a smart one for USA. USA sister network Syfy has had much success blogging, and recently relaunched its Sci Fi Wire blog as Blastr.com to attract an even wider audience. As the top cable channel, USA has the opportunity to leverage the viewers of its programming in the new media space, while bolstering its character-centric brand on a new platform.
The press release is after the jump.

USA NETWORK LAUNCHES “CHARACTER APPROVED” BLOG SITE TO CELEBRATE
THE PEOPLE, PLACES & THINGS MAKING CULTURAL WAVES
Leading Voices in Ten Fields Will Contribute Exclusive, Original Content to the USA Network Site at www.characterblog.com
NEW YORK, NEW YORK – July 20, 2010 – USA Network is expanding the scope of its CHARACTER APPROVED multimedia brand campaign with the digital launch of the new CHARACTER APPROVED BLOG, which will celebrate the people, places and ideas that are making a mark on the American cultural landscape. Inspired by USA’s Characters Welcome brand and building on the success of the second annual Character Approved Awards held in February, the blog initiative is dedicated to identifying the trailblazers, innovations and ideas that are deserving of the USA Network “character seal of approval.” Ten leading writers in Art, Architecture, Design, Fashion, Film/TV, Food, Music, Social Good/Giving, Technology and Writing will contribute weekly Character Approved updates that will create a unique digital platform through which people can learn, share and voice their opinions 24/7, 365 days per year about the latest and greatest in cultural trends. The site can be accessed at www.characterblog.com and will be syndicated to third parties via RSS feeds, Facebook, Twitter and more. The announcement was made today by Alexandra Shapiro, USA’s senior vice president, brand strategy and digital.
“The Character Approved Blog is the next step in the evolution of the USA Network brand in the digital space. We are providing a dynamic social platform for individuals and communities to discuss and debate those people, ideas, entities and innovations that embody the essence of ‘character’ and have an impact on everything culturally relevant from architecture and design to fashion and food,” says Shapiro.
USA Network has assembled a team of some of the most respected and popular thought leaders on the scene to provide relevant and thought-provoking content in ten categories. In an effort to create awareness and generate dialogue, the site will be devoted to showcasing products, trends, services and people that are deemed “CHARACTER APPROVED.” Each post will address the cultural impact, legacy, and persona of an entity from the author’s point of view through the ‘Character Approved” lens and will invite feedback from users.