Rebrand

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What does GMC stand for? It won't matter after Sept 1. That's when it changes its name to UP, a moniker meant to highlight its “uplifting” family entertainment and music. GMC, which launched in '04, has surpassed 61mln HHs with additional launches on Time Warner Cable, Comcast and Bright House recently. “UP is the natural next step in the evolution of our network,” said Brad Siegel, vice chmn, GMC. “The bold, fresh simplicity of UP clearly says what our network is and what our programming represents.”

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