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Business News Media
Box TV rebrands, Bauer Media reorganises digital
By Chris Cooke | Published on Friday 6 February 2015
So, if you’re still referring to the music telly operator co-owned by Bauer Media and Channel 4 as Box TV, then, God, you’re so Wednesday. Get with the moment, Granddad. Because we all know that the firm behind the Box, 4 Music, Kerrang!, Kiss and Magic TV channels is now called The Box Plus Network.
But why the change in name? Well, obviously the company needed a moniker that better reflected its “broader and more integrated engagement with youth audiences”. And, of course, its “recognition of the ever changing viewing behaviour of youth audiences” and “increasing focus on unique and bespoke content production”. It’s all about bespoke production amongst the kids in 2015, don’t you know.
Confirming the rebrand, Matt Rennie, MD of Box TV – sorrrrrrrry, The Box Plus Network – told reporters: “Our audience embrace and adapt to new technology at an amazing rate, the way they consume media and their expectations are in a state of continual flux. Our business is changing as a direct result of this and we felt that being known as Box TV was no longer a reflection of the multiple ways in which we now operate and engage with our audience. As the UK’s most watched music video network, we’re committed to making sure our content offer remains relevant, regardless of how, when and where it’s consumed”.
Elsewhere in Bauer Media associated rebrands, the media group has reorganised its digital businesses into one global division to be called Bauer Xcel Media. The new unit of the wider group will have “an accelerated growth plan which will leverage the scale of its unique brands spanning connected TV, radio, digital and print and will be backed by a substantial global drive to acquire digital talent”. So, that’s all really clear, isn’t it?
I think, basically, the new unit will oversee the digital sides of many of Bauer’s magazine and radio brands, and make them all super successful and bring in a stack of cash so everyone can have a really big digital party. But with some extra ‘acceleration’ and ‘leverage’ and ‘connection’ thrown in there for good measure.
Bauer Media UK boss Paul Keenan said this: “This is a transformational moment for Bauer in the UK as we seek to drive a new level of digital performance alongside our successful print and broadcast businesses. We will launch innovative new products across our ad funded, audio and commerce businesses and develop our unified view and relationships across our significant premium entertainment audience of 23 million users. We will also seek opportunities to acquire assets to grow our digital business”.
