The Walt Disney Company and Hearst Television’s joint venture A+E Networks has rebranded to A+E Global Media as part of an effort to better emphasis their multi-platform approach to content distribution.
The refreshed brand identity was unveiled on Wednesday ahead of A+E Global Media’s Upfront presentation, and “reflects the company’s continued commitment to bring its award-winning content to viewers across the ever-changing multiplatform viewing universe around the globe,” a spokesperson said in a statement.
The company will continue to operate a number of domestic linear television networks, including A&E, the History Channel, Lifetime, LMN, FYI and Vice TV. At the same time, more of an effort is being made to distribute its catalog of knowledge and reality-based shows through other channels, including a growing slate of free, ad-supported streaming TV (FAST) networks that franchise the identities of its cable networks.
“The name A+E Global Media reflects who we are today – an innovative, multiplatform content engine that reaches audiences everywhere,” Paul Biccieri, the President and Chairman of A+E Global Media, said in a statement. “We are powered by our borderless storytelling and worldwide consumption that has no limits. With a vast portfolio of premium brands, cutting-edge studios, and world-class talent, we create compelling narratives that deeply engage viewers across every screen and platform. As we expand our global footprint, our focus remains on delivering exceptional storytelling that resonates across cultures and connects with audiences in meaningful ways.”
A+E Global Media trotted out a long list of TV stars, film actors, musicians, professional sports athletes, directors, producers, cinematographers and other celebrities and well-known industry moguls that have or will work with the company to produce storytelling-first content, including:
- Dan Aykroyd
- Gypsy Rose Blanchard
- Mary J. Blige
- Toni Braxton
- Booker T
- Maverick Carter
- Kevin Costner
- Yaya DaCosta
- Leonardo DiCaprio
- Taye Diggs
- David Duchovny
- Laurence Fishburne
- Gloria Gaynor
- Doris Kearns Goodwin
- Raven Goodwin
- Tom Hanks
- Melissa Joan Hart
- LeBron James
- Derek Jeter
- Ashley Judd
- Wynonna Judd
- Dr. Sandra Lee
- Paul “Triple H” Levesque
- Peyton Manning
- Jon Meacham
- Terry McMillan
- Michelle McCool
- K. Michelle
- Shawn Michaels
- President Barack Obama
- Tyler Perry
- Keshia Knight Pulliam
- Rachael Ray
- Amber Riley
- Ving Rhames
- Robin Roberts
- Willie and Korie Robertson
- Elisabeth Rohm
- William Shatner
- Tori Spelling
- Gabourey Sidibe
- Danny Trejo
- The Undertaker
- Buddy Valastro
- Brian White
- DB White
- Porscha Williams
- Henry Winkler
- Reese Witherspoon
- Dick Wolf
- Mike Wolfe
“The combination of marquee talent, robust creative production capabilities, and world-class content provides unique opportunities for partnerships that drive business outcomes in measurable ways,” Toby Byrne, the President of A+E Media Solutions, said on Wednesday. “The A+E Media Solutions team has the singular mission to create relationships with our brand partners and craft innovative, multiplatform campaigns to meet their needs and grow their businesses.”
Typically, the channels offered by A+E Global Media lack the two types of content that attract the biggest share of the cable TV audience: News and sports. But executives said that shouldn’t dissuade companies from buying spots against their channels and shows; specifically, sports media buyers can run spots against content on the History Channel and Vice TV as a “strategic complement” to their campaigns.
“Sports buys are a powerful and impactful part of any media plan – we are not suggesting replacing sports investments, but rather [that] our research shows that the History Channel can be an excellent complement, enhancing reach and engagement in a highly efficient and effective way,” Byrne said. “The History Channel can add value, particularly in reaching key male and adult audiences that are lighter sports viewers.”
Meanwhile, A+E Global Media will employ a better focus on its cross-platform content distribution model, which includes its FAST channels, licensing shows to subscription video services (it already makes some programming available through Discovery Plus, owned by Warner Bros Discovery) and by reaching current and potential viewers through YouTube, Instagram, Facebook and TikTok, among other platforms.
