Upfronts 2014: Oxgyen adds seven new series as part of rebranding

Oxygen Media on Tuesday unveiled its 2014 programming slate in New York, which will include seven new reality series aimed at modern young women.

The new lineup will include two competition series. In “Nail’d It,” hosted by Adrienne Bailon, top nail designers will vie against each other for a $100,000 prize, while “Street Art Throwdown” will feature up-and-coming street artists aspiring to be the next Banksy.

In “Fix My Choir,” struggling choirs will receive mentoring from Michelle Williams, formerly of Destiny’s Child, and Deitrick Haddon, star of the network’s “Preachers of L.A.” From executive producer T.I., “Sisterhood of Hip Hop” will follow a number of female hip-hop artists looking to break out to mainstream success. In a similar vein, “Funny Girls” will showcase female comedians trying to break into the male-dominated world of comedy in LA.

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Rounding out the slate are two shows that will look at regular people who go to extremes. “My Crazy Love” is an anthology series that tells the story of men and women who do “wild, crazy, romantic, eccentric and hilarious things” for the sake of romance, while “Living Different” will spotlight women leading unconventional and alternative lifestyles.

The new projects were announced ahead of a rebranding later this year spearheaded by Frances Berwick, president of Oxygen Media, that is designed to target younger female viewers with programming centered on “authentic and relatable characters with extraordinary stories.” Oxygen has the youngest-skewing audience of any women’s network by about 8 years.

“The combination of Oxygen’s current momentum and upcoming rebrand will fully cement the network’s position with young female viewers,” Berwick said. “This new slate of originals will deliver on the freshness, authenticity, high emotional stakes and optimism that this demographic is looking for.”

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