NBCU Setting Goals for 2005; Bravo, USA First in Line With Branding Campaigns.(TV Currents)(NBC and Vivendi Universal Entertainment)

TelevisionWeek, January, 2005

Byline: James Hibberd Marking the first new year since the merger of NBC and Vivendi Universal Entertainment, NBCU is seeking ways to take its networks to greater heights. The first goal on the list: rebranding campaigns for USA Network and Bravo. Jeff Gaspin, president of cable entertainment and cross-platform strategy for NBC Universal, said the rebrandings are not designed to provide quick ratings increases, but to strengthen the channels for the years to come.

"The reason for a brand is much more important for the long term,'' Mr. Gaspin said. "As the marketplace gets more crowded, the best and strongest brands will stand out. Five years from now, the brands that are the strongest are the ones that are going to survive.'' Mr. Gaspin, along with Bonnie...

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