In June 2007, Ovation TV premiered on DIRECTV, giving the network full national coverage for the first time in its 10-year history. The re-launch of OvationTV.com coincided with an increase in the channel’s exposure, exciting new branding, and a new primetime schedule based around "genre nights" dedicated to performance, people, art, music and film.

Code and Theory redesigned the Ovation TV website to reflect the style unveiled for the channel's re-launch. Working within their existing content management system, Code and Theory created templates that could fulfill their immediate business needs, but could also be updated on the back-end of the site as needed. The information architecture was designed so that content was organized by genre, consistent with the channel’s new programming schedule. A tag cloud was developed for the home page and each genre page to indicate the most popular content. The site also included user-generated content. Users sent their own artwork to be displayed on the site’s home page, where others can vote on whether it's “Art or Not.”