If you picked up some Sundance Channel swag at the just-completed Sundance Film Festival, you have a soon-to-be-rare item.
The cable channel, founded by Robert Redford and now owned by AMC Networks, is renaming itself SundanceTV, according to the Hollywood industry-news website Variety.
The change will take effect in late February.
In a statement, Monica Bloom, senior VP of marketing for Sundance TV, said, "we have made great strides in the past few years with our original programming and we see this as the perfect moment to mark that shift with a new name and fresh logo."
There was no sign of the upcoming change during the Sundance Film Festival, of which Sundance Channel was one of the presenting sponsors (the top tier of sponsorship). The old Sundance Channel name appeared on the festival trailer and in the film guide — and all over the channel’s HQ at the top of Park City’s Main Street.
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