Nellie Andreeva

wetvFollowing Style’s rebranding into male-centric Esquire, AMC Networks’ WE tv too is abandoning its female focus. The network today unveiled a rebranding, officially dropping women from its name, which used to stand for Women’s Entertainment. WE says it will  remain “a leading destination for women on television and online” while focusing on the broader and universal implications of the word ‘WE’.”  “The idea of ‘WE’ as all of us – wetagsharing common interests and experiences – is a powerful and universal theme which drives connection, conversation, collaboration and community,” said Marc Juris, WE tv president. The cable network’s new logo  is the word “WE” underscored by a bar. It is being highlighted in words and phrases like awesome, powerful and tweet. The new WE tv branding will be introduced this fall. WE tv is best known for such reality series as Braxton Family Values, Tamar & Vince, Mary Mary, L.A. Hair and recent addition SWV Reunited. Its first scripted series, The Divide, from Richard LaGravenese and Tony Goldwyn, will premiere July 16.

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