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2015-09-30

Ericsson: Updated Studio Universal brand unveiled

UPDATED STUDIO UNIVERSAL BRAND UNVEILED

"We Are Movies" Tagline Revealed for Repositioned

International Movies Channel

London -
September 30, 2015
- NBCUniversal International Networks (NBCUIN) - part of NBCUniversal, one of
the world's leading media and entertainment companies - today unveiled the
brand refresh forStudio Universal
, its movies channel available across Africa, Spanish Latin America, Brazil
and Italy. Red Bee - the award-winning creative agency, now part of Ericsson
group - led the refresh of the logo and on-air packaging, working in close
collaboration with NBCUIN's in-house creative and marketing team, who
developed the new positioning and tagline. The refreshed brand will begin
rolling out on 1 October in Africa and follow in other markets over the
coming months.

In refreshing the brand, Red Bee was inspired by the iconic world of film. The
on-screen presentation graphics take design cues from movie posters - such as
a centred layout, type alignment and limited colour palettes - while the
redesigned Studio Universal logo is now a confident black&white marque with a
cinematic feel. The result is a channel brand that truly celebrates every
aspect of the movies.

Eight new idents were also created by Red Bee, with the aim of bringing to
life the Studio Universal experience and "We Are Movies" tagline. Each ident
draws viewers in to carefully choreographed scenes - providing a
behind-the-scenes glimpse of the people whose skill and dedication bring
stories to life - reflecting the audience's emotional connection to the
movies. Shot on-location at Universal Studios in Hollywood, each ident has an
opposite version - either light or dark in tone - which uses the same set,
key actors and props unveiling a very different scene, emphasizing the magic
of cinema.

Marco Giusti, SVP, Creative, NBCUniversal International, commented: "In
refreshing Studio Universal we wanted to challenge typical movie-channel
conventions, taking inspiration from the craft and dedication of movie-makers
for our positioning, packaging, logo and tagline. The result, via Red Bee's
inspired creative concept, is that we've firmly placed our love and passion
for the movies at the heart of the Studio Universal brand with the aim of
bringing viewers even closer to the full movie experience."

Andy Bryant, Managing Director, Red Bee, added: "We're extremely proud to have
been selected by NBCUniversal International
Networks to work on the brand refresh for Studio Universal. Our challenge was
to design a movie channel identity that would stand out from the crowd,
conveying both scale and quality while connecting with audiences around the
world. Instead of borrowing design cues from cinemas, we decided to take cues
from the visual language of film posters and the process of film-making,
itself, to immerse viewers in the movies."

Studio Universal brings the expertise and magic of a rich cinema heritage to
the small screen. Curating the cinematic experience, through a variety of
movies across multiple genres, the channel ensures movie lovers (whatever
their taste) are immersed time and time again. From the hottest blockbusters
to evergreen classics, Studio Universal shares emotional experiences with
families and friends everywhere.

- Ends -

Contacts:

Eileen Morrison

VP, Communications
NBCUniversal International, Networks&Distribution
+44 (0) 203 618 5971
eileen.morrison@nbcuni.com

Lynne-Mei Lee

Head of PR, Red Bee
+44 7931 722783
lynne-mei.lee@ericsson.com

www.redbeemedia.com/creative

@RedBeeCreative

About NBCUniversal International Networks

NBCUniversal International Networks is one of the world's premier
entertainment portfolios, delivering quality content and compelling brands to
over 176 territories across Europe, the Middle East, Africa, Latin America
and Asia Pacific. The channel brands in the portfolio include Universal
Channel, Syfy, E! Entertainment Television, 13th Street, DIVA, Studio
Universal, Telemundo, The Style Network and Golf Channel. These unique brands
deliver a full range of entertainment experiences to local audiences across
the globe; the portfolio also includes Movies 24 in the UK. Further,
NBCUniversal News Group, one of the most influential and respected portfolios
of on-air and digital news properties in the world, operate CNBC and NBC News
internationally.

NBCUniversal International Networks is a division of NBCUniversal, one of the
world's leading media and entertainment companies in the development,
production, and marketing of entertainment, news, and information to a global
audience. NBCUniversal owns and operates a valuable portfolio of news and
entertainment television networks, a premier motion picture company,
significant television production operations, a leading television stations
group, world-renowned theme parks, and a suite of leading Internet-based
businesses. NBCUniversal is a subsidiary of Comcast Corporation.

About Red Bee

Red Bee has created identities for a number of leading broadcasters around the
world including the BBC, DreamWorks, UKTV, NBCUniversal, RTÉ, CBC Egypt, TV2
Norway andmany more. For more information about Red Bee, go
towww.redbeemedia.com/creative.

Red Bee is an award-winning world leader in creating and promoting media
brands, with a global reputation for on-screen brand identities,
multi-platform promotional campaigns and content marketing for non-media
brands. Red Bee is a part ofEricsson.

About Ericsson

Ericsson is the driving force behind the Networked Society - a world leader in
communications technology and services. We are in a uniquely strong position
to understand how the worlds of media and telecoms are converging. Our
heritage in TV and media spans more than 25 years of cutting-edge innovation,
enabling many of the milestone shifts. Our services, software and
infrastructure - especially in mobility, broadband and the cloud - are
enabling the telecom industry and other sectors to do better business,
increase efficiency, improve the user experience and capture new
opportunities.

With approximately 115,000 professionals and customers in 180 countries, we
combine global scale with technology and services leadership. We support
networks that connect more than 2.5 billion subscribers. Forty percent of the
world's mobile traffic is carried over Ericsson networks. And our investments
in research and development ensure that our solutions - and our customers -
stay in front.

Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales
in 2014 were SEK 228.0 billion (USD 33.1 billion). Ericsson is listed on
NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York.

www.ericsson.com

www.ericsson.com/news

www.twitter.com/ericssonpress

www.facebook.com/ericsson

www.youtube.com/ericsson

Press release - Red Bee's brand refresh for Studio Universal
http://hugin.info/1061/R/1955485/712077.pdf

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This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: Ericsson via Globenewswire

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