Oxygen rebrand caters to 'Generation O'

April 23, 2008 In addition, Oxygen announced three projects in development: Dance Your Ass Off, a weight-loss competition show; Glamazons, starring the former America's Got Talent contestants; and the tentatively titled Meltdown, featuring the stories behind celebrity collapses. During its upfront at the Soho House in New York, Oxygen said the network is getting a new logo and tagline -- "Live Out Loud," which is intended to represent women who "like to look good, feel good and have fun living life on their own terms" -- that will begin rolling out across all of the network's platforms in June. Oxygen also announced a multiplatform content strategy dubbed Oxygen Everywhere, which will include a Web site relaunch in June and the launch of a new video player at o2.oxygen.com, where viewers can watch exclusive Oxygen video including outtakes, webisodes and extras.

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