TV channels switch on to identity

US Networks International, parent company of TV channels such as USA Latin America, USA Brazil and Sci-Fi Channel Europe, has appointed Alexander Isley to develop an overall corporate identity.

The identity will not be seen by television viewers, but will be aimed at potential partners such as satellite and cable companies in target markets, advertisers and programme suppliers. “We’ve been so busy launching channels we haven’t had time to concentrate on an identity,” says Rebecca Lieb, marketing and public relations director of New York-based USA Networks International. The company has been expanding for the past three years.

Barry Frey, managing director of international sales and new business development at the group, says that the identity will be used to establish the existence of a corporate parent and associated extra resources to the advertising community.

Alexander Isley was due to start creative work on the project this week, following discussions with the client. The company hopes to unveil the identity in mid-April, initially on corporate brochures.