Starz Entertainment Group Launches Most Extensive Re-Branding in TV History

Starz Entertainment Group Launches Most Extensive Re-Branding in TV History

All 13 Channels Get New On-Air Looks and Logos

11 Are Renamed; Internet Site Upgraded; Three New Channels Launched: Starz Edge, Starz Comedy and Starz Kids & Family

ENGLEWOOD, Colo., March 28 /PRNewswire/ -- Starz Entertainment Group LLC (SEG) today threw the switch on the largest re-branding effort in the history of television.

Effective at 6 a.m. (MT) today all 13 of the Starz and Encore channels sport new on-air looks and logos. Eleven channels have been renamed. Three new channels -- Starz Edge, Starz Comedy and Starz Kids & Family -- launched. In addition, an upgraded website for Starz, www.starz.com, and a new site for Encore, www.encoretv.com, will debut April 1.

"This is the most extensive effort ever to create a cohesive package of television channels, each with its own identity but each tied to its master brand," said SEG Executive Vice President of marketing Jerry Maglio. "The result better displays our wide range of programming, enables our customers to access their favorite films more conveniently, allows our affiliates to market the channels more easily, and drives home the message about the great value provided by the Starz and Encore channel packages."

"Coming off one of the strongest years in premium television history, this updated version of the Starz family of channels will give us the momentum we need to continue our growth in 2005," added Maglio. (In 2004 Starz units grew 15% to 14.1 million homes and Encore grew 12% to 24.5 million homes.)

Three new channels launched today, and the first, Starz Edge, targets the male 18-34 demographic. The second, Starz Comedy, showcases one of the most popular movie genres. The third, Starz Kids & Family, combines two previous channels into one ensuring there will be movies to watch anytime on Starz for all family members.

To make room for the new channels, Starz Theater has been dropped from the lineup and Starz Kids and Starz Family have been combined into a single channel.

In the Encore package, the name Encore has been added to each channel so that, for example, the former Westerns channel, is now Encore Westerns. In addition, True Stories has been renamed Encore Drama. The goal is to rectify a problem identified in focus group sessions: many subscribers do not know that some of their favorite channels are part of their Encore package.

STARZ! HD, the high definition version of the flagship Starz Channel, has been renamed Starz HDTV.

The new channel names are designed to emphasize more clearly the wide array of programming available from the Starz and Encore families of channels and to demonstrate more clearly to the viewers that the channels are related and are part of the Starz and Encore packages.

Maglio noted that the number of movies shown in the Starz and Encore packages -- about 750 films a month -- will not change under the new lineup.

The new channel lineups follow: Starz Starz Edge Starz Kids & Family Starz Cinema Starz InBlack Starz Comedy

Encore Encore Drama Encore Love Encore Mystery Encore Action Encore Wam Encore Westerns

NEW LOGOS

A key part of the strategy of uniting the brands is the new, more contemporary and streamlined channel logos. Variations of the Starz and Encore logos will be used in each of the channels, giving each one a distinctive look but tying them all together as part of the family.

New channel descriptors are as follows:

Starz(R) is where the new hit movies live. Don't just see the big movies, experience them.

Starz Edge(R) defies expectation. Flicks and picks from the new generation.

Starz Kids & Family(R) is for the young and the young at heart. Movies all families can enjoy.

Starz Cinema(R) lives outside the mainstream. Films that bring the art-house to your house.

Starz InBlack(R) is culturally connected. The source for the biggest, coolest movies and urban entertainment.

Starz Comedy(R) makes your face hurt. Non-stop movies and outrageous bits that keep you laughing.

Encore(R) provides movies, all movies and nothing but movies. The greatest selection of movies you want to see and see again.

Encore Drama(R) brings you powerful stories. Movies that reflect the uncertainty of life.

Encore Love(R) seduces you. Movies that stimulate your heart and mind.

Encore Mystery(R) will keep you guessing. Movies that challenge your instincts or prey on your worst fears.

Encore Action(R) brings the adrenaline rush to your door. Movies with high-impact excitement.

Encore Wam(R) is for teens. Providing a cool place to see great movies and teen entertainment.

Encore Westerns(R) takes you back to the American frontier. All westerns all the time.

ON-AIR LOOK

Each of the Starz and Encore channels will also have its own distinctive, new on-air look. But as with the logos, the looks will employ elements that tie to the two master brands. "Starz Edge will have an urban, hip, youthful on-air look while Starz Comedy will be much more lighthearted and Starz Kids & Family will reflect the family-friendly nature of that channel's lineup," Maglio added. "But the on-air looks will all incorporate similar creative elements so that viewers will instinctively know that these are all part of the family."

INTERNET SITE UPDATED

In conjunction with the new channel lineup and on-air looks, the Starz web site, www.starz.com will be upgraded to complement the new look and feel of the channels on April 1. Registered starz.com visitors will have a more personalized online experience through customized schedules and movie recommendations, movie ratings and exclusive content. A separate web site, encoretv.com, will also launch on April 1 to serve the needs of subscribers to the Encore family of channels.

"The number of unique visitors to the Starz web site has more than doubled over the past year," Maglio said. "The launch of these new sites will help us attract new customers to all of the Starz products and build on our channel experiences through a unique online offering."

The new Starz logos were designed by the San Francisco office of Landor & Associates. The new on air look was created by PMcD Design of New York City.

Starz Entertainment Group LLC (SEG) is the largest provider of premium movie services in the United States with approximately 173 million subscription units. SEG offerings include the Starz Encore Movie Pack, with up to 13 digital movie channels and more than 750 movies per month, Starz HDTV, Starz On Demand(R), and Starz Ticket(R), the first and only on-demand premium TV subscription service available on the broadband platform. Starz Entertainment Group is a wholly-owned subsidiary of Liberty Media Corporation (NYSE:L)(NYSE:LMCb), www.starz.com.

Artwork available upon request.

Contacts: Tom Southwick Starz Entertainment Group (720) 852-5821 tom.southwick@starz.com

Eric Becker Starz Entertainment Group (720) 852-4065 eric.becker@starz.com

Chelsye Burrows Starz Entertainment Group (720) 852-5838 chelsye.burrows@starz.com

Source: Starz Entertainment Group LLC

CONTACT: Tom Southwick, +1-720-852-5821, tom.southwick@starz.com, or Eric Becker, +1-720-852-4065, eric.becker@starz.com, or Chelsye Burrows, +1-720-852-5838, chelsye.burrows@starz.com, all of Starz Entertainment Group

Web site: http://www.encoretv.com/

Web site: http://www.starz.com/

------- Profile: Ent