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USA Network Rebrands as ‘We The Bold’

But Does a Slogan Really Even Matter Anymore?

FROM CAMPAIGN US: Known for respectable-performing yet cookie-cutter procedural dramas like “Monk,” “Covert Affairs,” “Psych” and “Royal Pains,” the challenge for USA Network has always been getting anyone to take notice. The average viewer has traditionally skewed older than the young demo advertisers covet. And the network’s potpourri of product just hasn’t been able to come close to the critical acclaim or buzz enjoyed by competitors on AMC or FX, let alone HBO or Showtime.

Until now. The success of its sexy psychological thriller “Mr. Robot” is providing USA a whole new way to define its programming. The network, which has showcased the slogan “Characters Welcome” since 2005, is now rebranding itself as “We the Bold.”

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Written by Marc Berman

Marc Berman has been writing professionally since 1999 and is the author of weekly column “Mr. Television” for Campaign US ( Most recently, Berman was the creator and Editor-in-Chief of website and newsletter TV Media Insights for Cross MediaWorks. From 1999-2011, he was the Senior Editor for Mediaweek and has also written for The New York Daily News, Variety, The Hollywood Reporter and Emmy Magazine, among others. Berman has also appeared on “Entertainment Tonight,” “Extra,” “Access Hollywood,” “Inside Edition,” “The CBS Evening News,” E!, CNN, CNBC, Fox News and MSNBC.

2885 posts
  • renamoretti1

    Sorry Marc, but I have to take issue with the idea that Mr. Robot is a “success”.

    It fails to gather 2 million overnight viewers (and is actually way closer to 1 million.

    Monk routinely gathered 7-8 million. The closer up to 9.

    Even a few years back they had shows that got 5 million viewers.

    Mr. Robot is a disaster.

    The fact USA seems to actually believe its own press and thinks it’s something to boast about notwithstanding.

    Mr. Robot is horribly poorly made and has the ratings to show for that fact.

    It doesn’t have “buzz” except what USA can buy itself in the media.

    It’s a great example of the kind of show that is destroying the US TV industry.

    USA has collapsed in the ratings and now is clamoring for even lower ratings.

    It’s just crazy.