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GMC-TV is getting a makeover. On Sept. 1, te eight-year-old network will change its name to UP. The network will also have a new logo and on-air look, GMC TV president and CEOCharley Humbard said in a statement released March 3.

Additionally, GMC TV parent company Gospel Music Channel LLC (part of the InterMedia Partners portfolio) will change its name to Up Entertainment LLC. The company also has a partnership with Aspire, the upstart African-American-targeted network owned by Earvin “Magic” Johnson.

The network, which originally launched as Gospel Music Channel in 2004, playing mostly Christian-themed music videos, has evolved into an entertainment-oriented network offering original gospel-themed stage plays and inspirational movies.

“We like to say we have been a brand that has offered uplifting entertainment, as well as uplifting entertainment [overall],” Humbard told Multichannel News. “Nothing’s changing on the channel programmatically, but it’s a way for us to bring clarity to the brand, and it gives punch to the network’s message of a place where viewers can turn to be uplifted, entertained and inspired.”

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