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In April 2014, as part of a gradual re-focusing of NBC's women's cable networks by new division head Bonnie Hammer, and the appointment of Frances Berwick as the head of Oxygen and sister network Bravo, it was revealed that Oxygen would undergo a shift in its programming strategy to focus on a "modern", young female audience.

Berwick explained that the new slate, which included upcoming series such as Fix My Choir, Funny Girls, Nail'd It, Sisterhood of Hip Hop, Street Art Throwdown, and planned spin-offs of Preachers of L.

heading was dropped from the channel's visual branding. For the 2008 Summer Olympics, Oxygen aired events and programming weeknights relating to gymnastics, equestrian, and synchronized swimming through NBC's Olympic broadcasts.

On June 29, 2009, Oxygen premiered Dance Your Ass Off, a reality dance competition program in which overweight people dance while they lose weight; the program was cancelled after its second season due to low ratings.

Laybourne was the service's founder, chairwoman, and CEO, staying with the channel until the NBCUniversal sale.

The company's cable network Oxygen launched on February 2, 2000.

For a time during the talk show's syndication run, Oxygen aired week-delayed repeats of The Tyra Banks Show.

NBC Universal acquired the network in 2007; under NBC ownership, the network increasingly produced reality shows aimed at the demographic, and was re-launched in 2014 to target a "modern", younger female audience.

After the network experienced ratings successes with a programming block dedicated to such programming, Oxygen was re-launched in mid-2017 to focus primarily on true crime programs.

The yoga/meditation/exercise program Inhale was the last inaugural Oxygen program on air into the channel's NBC Universal era, albeit in repeats; it was canceled in 2010.

Campus Ladies, Bliss, Oprah After the Show, Talk Sex with Sue Johanson, The Janice Dickinson Modeling Agency, Snapped, Girls Behaving Badly and Bad Girls Club, a reality series, are some of the signature shows on the channel.

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