In fact, the pink "Oh!" is nowhere to be found on air--it was the logo used in the lower-third during programming--or on the Oxygen Web site or in promotions for new reality series "Deion & Pilar: Prime Time Love."

Instead, the Web site features a purple hue with a more staid "Oxygen" label. A network representative did not provide details on the re-branding, including whether a new tagline would be included.

"Oh!" was launched in 2002 as a snappier, lustier way to appeal to a younger female audience (Madonna and Oxygen Media investor Oprah Winfrey appeared in a related ad campaign). The Oxygen network itself launched two years before, but labored to find its identity for some time. Early ratings barely registered.

NBCU acquired the network last year and placed it under the aegis of its Bravo Media operations. The re-brand comes just before Oxygen will conduct its first upfront with muscle from NBCU, after seven years as an independent network.

Overseeing the re-branding are Jane Olson, Oxygen's head of marketing and branding, and its general manager, Jason Klarman, the former marketing head at Bravo.

"Deion & Pilar" focuses on the life of former NFL star Deion Sanders and his family in Texas.