• by Wayne Friedman , October 9, 2013

A&E Networks is revamping its on-air marketing image under the theme “Be Original.”

Much of this specifically relates to the network offering 100% original TV episodes in prime time, which includes many reality shows. A&E says other major cable TV networks are at much lower levels of new TV content.

According to A&E, USA Network is only 11% original; TNT, 20% original; FX, 14% original; and TBS, 7% original. A&E used Nielsen data from September 2012 to September 2013 to tally its numbers.

Many of those networks named run popular reruns of current broadcast network sitcoms and dramas, such as “Modern Family,” “Big Bang Theory,” “NCIS” and “Two and a Half Men."

“From ‘Duck Dynasty’ to ‘Bates Motel,’ we are 100% original with the most unique characters and content in television,” states David McKillop, general manager & executive vp of A&E Network.
 
He added: “‘Be Original’ is much more than a tagline, it’s a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers.”

A&E will begin the new on-air marketing theme and tagline on its traditional TV channel and Web site starting on Dec. 11 at 10 p.m. during the “Duck Dynasty” Christmas Special.

Previously, starting in 2008, A&E used the theme and new logo “Real Life. Drama.” Before that, in 2003, months after its began doing many reality TV programs, A&E had a new tagline and marketing effort: "The Art of Entertainment."

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