In my previous post I talked about the problems facing Solar Sports in recent years, and the need for a rebrand. But while Solar Sports is suffering from lack of content, fellow Solar network Jack TV is facing an identity crisis, something that needs to address as soon as possible.
Originally launched in 2005 as a block-timer to Solar USA, Jack TV achieved full-time network status the following year. At first, its programming ranged from sitcoms, animated comedies, wrestling programs and game shows to reality programs, gag shows and talk shows. However, in the last two years Jack TV began to reintegrate drama, suspense and action series inspired from its days as Solar USA, in anticipation of the launch of its sister network Jack City.
The resulting concoction left a bad taste in the mouths of some viewers. But perhaps the biggest damage to Jack TV’s reputation was when Solar let go of WWE programs in 2011, presumably due to high expenses. The loss of the WWE was devastating to Jack TV, as it provided wrestling fans with live pay-per-views along with full broadcasts of WWE Raw and WWE SmackDown.
Jack TV definitely needs to rebrand, period. They should start by dumping its animated comedies like The Simpsons and Family Guy, since Fox Asia currently air them. They should also get rid of sitcoms and place it on 2nd Avenue. And bring in more reality programs, such as The Biggest Loser. In short, better rename the channel or revert to the name Solar USA.
Jack TV, originally a male-dominated channel, now attracts females and high school youth. Having said that, a shift of audience also means a shift in programming, and Solar executives should begin the process of rebranding as soon as possible.