Oxygen Exploring Crime-Focused Rebranding With Dick Wolf …

NBCUniversal and Dick Wolf may be expanding their already prolific relationship.

NBCU is in talks to rebrand Oxygen as a crime-focused network, with talks underway with producers including Wolf, The Hollywood Reporter has learned. The potential rebranding would arrive as Oxygen recently expanded a crime-themed programming block, appropriately titled “Crime Time,” to four nights a week with the cable network seeing total viewer gains north of 40 percent.

Oxygen is said to be developing new projects with Wolf, the prolific producer behind the Law Order and Chicago franchises, among others. Nothing is currently set in stone, with an insider cautioning that a deal could still fall apart. Wolf’s precise role as well as the size of any equity stake he may have is still being discussed, say sources. 

To be sure, the fact that any rebranding is being considered speaks to the challenges Oxygen and other niche cable channels have

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