Versus to re-brand as NBC Sports Network


Now that Comcast-founded Versus is part of NBCUniversal as a result of Comcast buying control of NBCU, Versus is getting a new name to reflect its Peacock feathers. Come January 2012 it will be known as NBC Sports Network.

According to NBC Sports Group, the NBC Sports Network will serve as the NBC Sports Group’s 24/7 cable platform. Many NBC Sports production and programming elements have already been introduced on Versus since the merger, the announcement Monday (8/1) noted – such as adopting the “Inside the Glass” production philosophy for all its NHL games, and adding horse racing and Notre Dame Football-related programming.

“This effort is a major step towards a complete strategic alignment of all our platforms and businesses,” said NBC Sports Group Chairman Mark Lazarus. “This is more than just a name change for Versus. It’s a complete repositioning of the brand to provide value for marketers, consumers as well as all our affiliates and distributors. We want anyone who comes into contact with any of our assets to immediately connect with the NBC Sports brand promise.”

RBR-TVBR observation: Smart move. Versus never really developed much brand value. When the 2012 Summer Olympics in London come around next year NBC Sports Group will do well to be able to have live programming on two networks that carry the NBC name, along with the other platforms that will be put to use.