Dec. 11, 2013
In an effort to attract a younger audience, A&E is rebranding its BIO channel as "FYI," which will be a lifestyle channel.
A&E is being somewhat vague with the sort of programming that FYI will feature, but it is a safe bet that the staid documentaries and reality shows on esoterica like ghosts will be going away in favor of softer programming with slightly wider appeal. The target audience will be younger viewers who A+E argues are "underserved" by the current lineup of lifestyle channels (think Food Network and HGTV).
"FYI will be an upscale network with a younger and more modern sensibility than what we've seen on traditional lifestyle networks, in an effort to appeal to an audience that has been underserved on linear but thrives online," said A&E president and C.E.O. Nancy Dubuc in a statement.
The channel will be available in around 70 million homes at launch, and some 30 new series are in development. Jana Bennett, the chief executive of LMN, will also oversee FYI.
"FYI is defined by the world we live in today-offering viewers a less prescriptive, more adventurous approach to their taste, space, social life and look," said Bennett in a statement. "Gone are the days where consumers are looking for experts to instruct them how to live. Together with our partners and audiences, we are building a new brand that embraces personal creativity and the sharing of the best ideas on air and online."