Style Network Gets a ‘Media’ Makeover

NBCU expands fashion network and plans a complete rebranding

Those who complain that style is always changing might just have a point.

NBCUniversal plans to announce this week that it will transform its Style network into Style Media—à la Bravo Media and Oxygen Media—with a full-blown rebrand to follow this summer.

NBCU is putting renewed focus on the cable net after acquiring it as part of its merger with Comcast. A part of NBCU’s Bravo and Style Media, the Style network will expand to encompass a cable channel, a digital unit that will parent a wide variety of new short-form content online, a licensing and merchandizing unit, and a division that will oversee Style’s programming abroad.

Style was up 15 percent in the female 18-to-49 demo during the first quarter. Bravo and Style Media president Frances Berwick said Style’s recasting constitutes “a niche category play around fashion/beauty and stylish living.“

Style Media president Salaam Coleman Smith said the idea of a dedicated fashion network was a no-brainer­.

“Style offers programming that is specific to our category,” she said. “The way we deliver that information on-air is not through literal, didactic programming, but through storytelling as well.”