Net rebrands as Bio

The Biography Channel has a new name, a new look and a new bid for grabbing viewers with star-studded programming.

Rogers Media has rebranded its Biography Channel yesterday as Bio – the network for ‘Great People Watching.’ The net’s got a new on-air look and logo and will focus on reality programming and special series, along with features on celebs, from tabloid darlings to big biz and political juggernauts. Bio GM Alain Strati says the new look, tagline and expanding line-up of content will appeal to a wider audience.

The rebranding will be backed up with TV spots on ad avails, as well as Rogers’ Citytv and OMNI channels. A radio campaign will kick off in Toronto only on Feb. 25.

Starting on Saturday, Feb. 23, the net will into series such as Rock of Love (the Bret Michaels show that also debuts this week on Rogers’ Citytv) and The Surreal Life. The three-hour block will take place on Saturday and Sunday evenings and bring a blast of reality to the net’s weekend sked.

Rock of Love will air Saturdays at 6 pm ET and Sundays at 4 pm ET. The Surreal Life, which ran for six seasons, began with Gabrielle Carteris, Corey Feldman, Emmanuel Lewis, Jerri Manthey, Vince Neil, Brande Roderick and MC Hammer taking part in a Survivor-style camping trip and a Vegas extravaganza. It will air Saturdays at 7 pm ET and Sundays at 5 pm ET. Saturdays at 8 pm and Sundays at 6 pm the Bio Blast will look at the rise and fall of Britney Spears, followed by coverage of Brad Pitt, Reese Witherspoon and Anna Nicole Smith.