A brand-new Style: Style Network as seen in South Africa on DStv talks about its brand refresh, channel positioning, and new programming.

Style (DStv 173) is looking new since the beginning of this month, when the new Style logo and on-air look was introduced.

I asked Style about the on-air transformation, what the aim of Style is going forward, how Style has grown and evolved since it's become available on MultiChoice's DStv platform, why the change of the channel's look didn't happen here in South Africa immediately when it changed a few months ago in America, and what is happening - and going to happen - with Style programming wise.

How has Style grown and evolved the past few years that it has been available on the DStv platform?
Through the Style Network refresh we have refined our positioning, focusing on stylish living.
Increased original programming hours bring viewers more of the style-related programmes they are passionate about.
All of these enhancements make Style a must-have for reaching the affluent, young and educated woman.
We are capitalizing on the tremendous equity in our name and our distinct point of view to strengthen our positioning.


With the new look and the brand refresh, what is the aim with and for the Style Network going forward? Where does the channel see itself growing to, and positioning itself as?
Style is the destination that fuels women's insatiable appetite for looking great and living stylishly. Because we love the Style brand we have invested in its evolution and long-term success.
For Style to stay relevant and engaging we need to build on its strengths to expand, elevate and enhance the brand.
We are focused on ensuring that our clear brand positioning reflects the range of programming that our viewers are passionate about watching.

As with E! Entertainment - a sister channel of Style - the brand refresh follows a few months after America. 
Why did it take so long, in other words, why does the change for the channel feeds other than the "original" in the USA not always happen immediately or sooner?
Is it purely logistics, or what factors motivate when it changes elsewhere? 
Or is it just more motivated from a place of "lets first wait and see if it works well in America" approach?
While we worked very closely with our US colleagues in the lead-up to the Style brand refresh, we decided on a timeline that we considered optimal for South Africa, aligning the refresh to coincide with the debut of specific programmes like Kimora: House of Fab, Built and the launch of new seasons of Jerseylicious and Glam Fairy.


There is a noticeable investment in new and more programming on Style which is upping the "appointment television" factor of the channel. What are the shows on Style which have performed really well, and which ones is Style hoping might do well or continue to do well?
While we continue to offer relatable and aspirational programming and content, Style's programming reflects our new attitude.
We're on top of the latest and greatest and we're not shy about it.
Our programming will run the gamut from guilty pleasure to informed opinion to "oh-my-god" drama, all with an eye for style.

As part of the channel refresh Style is launching brand-new series including House of Fab, a new docu-series inside the business of Just Fab, an online shopping site specialising in shoes and accessories run by Kimora Lee Simmons.

There is Built, the hot, humid, dramatic show where remodels never looked so good and follows a Manhattan home service staffed by high-fashion male models who are also skilled handymen.

Big Rich Atlanta is a new spin-off from Big Rich Texas which enters the exclusive world of Buckhead Country Club where outrageously wealthy mothers and daughters do whatever it takes to stay on top of the social scene.

Meanwhile the refreshed Style will continue with fan favourites Giuliana and Bill, Jerseylicious and Glam Fairy.