News TV/Radio Deals

TCM rebrands to appeal to younger audiences

Tarek Mounir, VP & General Manager Turner MENAT.

Turner MENA has announced a new brand and programming transformation for TCM (Turner Classic Movies) in the Middle East, to increase its appeal among a wider audience. Known for movie classics such as Gone with the Wind and Casablanca, TCM will now have a great selection of ‘modern classics’. It also receives a branding makeover.

TCM has now acquired a new on-screen look, documentaries about movies, and more original and recent movies spanning romantic comedies, dramas, action thrillers, and science fiction films. Titles include Last of the Mohicans, Snatch, Finding Neverland and Gladiator, alongside Westworld and Ben-Hur.

Commenting on the rebrand, Tarek Mounir, VP & General Manager Turner MENAT, said: “The relaunch of TCM is an important step towards remaining relevant to our fans and coping with the changes in demographics. The decision of launching the new revamped TCM in the Middle East is part of a wider strategy that reflects the importance of the MENA region for Turner.”

As part of its makeover its new logo is designed with a tilted ‘C’ that redefines the classic appeal and aims to redefine viewers’ expectations of what ‘Classic’ stands for, the release stated.

Elaborating on the rebrand, Darine El Khatib, Senior Director, Creative, Strategy and Brand Development, Turner MENAT, said: “We are thrilled to re-launch TCM with a new brand promise that we’re confident will engage and enthral viewers across the region. The new TCM’s richer and more diverse range of titles, with a new and updated movie library that includes the new classics, is part of our ambition to appeal to an even wider audience as their go-to destination for great movies.”