Oxygen (TV network)'s Slogans & Taglines

Oxygen is an American pay television channel founded in 1998 by Geraldine Laybourne as Oxygen Media, originally positioned as a multiplatform entertainment brand targeting women. The channel was launched with the backing of media figures including Oprah Winfrey, Marcy Carsey, and Tom Werner, debuting with the tagline Pure Oxygen. In 2007, NBC Universal acquired the network for $925 million, steering it toward a younger female demographic. A pivotal rebranding followed in 2008 under the slogan Live Out Loud, targeting "Generation O"—women aged 18 to 34 seeking bold, unconventional entertainment. Core offerings evolved from lifestyle and reality programming to original series such as Bad Girls Club and Snapped. In 2014, the network underwent another strategic shift with the introduction of the tagline Very Real, focusing on authentic, culturally relevant stories for young, multicultural women. In 2017, Oxygen transitioned into a crime-focused network, pivoting its programming to true crime and investigative content. Today, as part of NBCUniversal, Oxygen continues to serve as a dedicated destination for crime programming and unscripted entertainment.