Viacom’s ​Spike TV, in an effort to balance out its heavily male audience, announced a new logo and tagline for the network at its upfront on Tuesday.

With the rebrand, Spike TV will become “The Ones to Watch,” a tagline meant to reflect a more “inclusive and female friendly” environment, according to Kevin Kay, Spike TV president. The cabler has previously been known as a male-focused channel.

Kay added that the channel has slowly been building a more inclusive programming lineup from unscripted shows like Bar Rescue and Ink Master to upcoming series Tut and Lip Sync Battle.

Spike also announced eight more episodes for its Tonight Show-inspired Lip Sync Battle from John Krasinski and Stephen Merchant. The additional episodes will feature Emily Blunt, Anne Hathaway, Terrence Howard, Taraji P. Henson, Queen Latifah, Justin Bieber, Will Arnett, Alison Brie, Mike Tyson and Terry Crews. LL Cool J is set to host and it is set to premiere April 2.

Among its other upfront announcements, Spike TV ordered scripted drama Emergency Broadcast, a collaboration with World War Z author Max Brooks. It also signed a deal with Dwayne “The Rock” Johnson and his banner $7 Bucks Productions to produce content about the troops and veterans.

“The new Spike has got it all: big talent, engaging shows and hits that get people talking,” said Kay. “We are the ones to watch.”

Read more at The Hollywood Reporter.

Brief Take: Spike’s rebrand reflects a long-term strategy of becoming a channel that doesn’t have to rely on the male 18-35 demographic. Viral brands like Lip Sync Battle should pave the way for that plan’s success.

[Image courtesy of Spike TV]

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