gmcTV, the network formerly known as Gospel Music Channel has announced that it’s changing its name to “UP“. This will be the network’s most extensive re-brand since its launch in 2004. Executives at the network believe “the name change will strengthen the network’s brand as America’s destination for “Uplifting Entertainment”. With a now reach of over 60 million households in the US, the network is excited about the September 1st re launch which will include a fresh new image. It is believed that the network will continue to be the home of the annual Stellar and Dove Awards.