Oxygen recently announced that it was going to “expand to a crime destination network for women” in summer of 2017. With that announcement they made no mention of changing the name of the channel. If the channel stays as Oxygen, a name they spent a lot of money branding as a channel for women, it will most likely maintain the female true crime audience that it already has, but advertising to increase that audience or attract male true crime fans, will be an uphill battle. It will take a lot of advertising dollars to associate Oxygen as the true crime destination on television.
If it should, however, re-brand as True Crime Channel, then the channel’s name would have built in subject authority that would allow it to compete head-to-head with Investigation Discovery, the current leader in true crime television. It would be less expensive to advertise, in both the U.S and internationally, because the name is easily associated with its content. A viewer flipping through channels or scanning through their cable channel guide would know immediately what type of shows that channel features. Radio ads and billboards would be more memorable while driving, so potential viewers would actually remember it by the time they got home. Basically, true crime on television could be instantly associated with True Crime Channel in all forms of advertising, including magazine and television ads, so that you wouldn’t need to advertise as much or as often.
True crime is extremely popular right now and it looks like that trend will continue for quite awhile. There will probably be more channels jumping on the band wagon. So, re-branding to True Crime Channel would also be a defensive move, by preventing a third channel from leap frogging them to compete directly with Investigation Discovery. Just like Travel Channel, Science Channel, and History Channel, the name True Crime Channel would give instant credibility within that subject, so a small, new channel could conceivably become the true competitor to Investigation Discovery.
Somebody will use True Crime Channel to easily grab market share. Will it be Oxygen? Reelz? A completely new player? Or even Investigation Discovery?