• by Wayne Friedman , March 5, 2013

The 8-year-old cable network GMC TV looks to broaden its religious-themed entertainment and image with a new name: UP.

Started as the Gospel Music Channel, the new name will take effect on Sept. 1 -- along with a new logo and on-air graphics, per reports.

UP will have a mix of inspirational, original movies and shows. Charley Humbard, president/CEO of GMC TV told Multichannel News that the channel's programming will not change, but the move intends to bring "clarity to the brand."

GMC TV has been moving in this direction for the last few years. Its logo and tagline have been GMC: Uplifting Entertainment.

The network has some 61 million subscribers, gaining 10 million subscribers over the last few months on cable operators Time Warner Cable and Bright House. GMC TV has improved ratings  -- up 34% in fourth-quarter 2012 prime-time viewers versus the 2011 period to a Nielsen 185,000 and 10% higher to 241,000 total day viewers.

The company of the network will change its name to Up Entertainment LLC. GMC TV has a partnership with Aspire, the new African-American-targeted network.