NBCU's E! pulled out all the stops at their upfront in NYC last night. Kardashians, Jonas and more poured into Gotham Hall as Ryan Seacrest hosted a night that unleashed a rebranding of the network, more scripted content and a mission to own pop culture like no brand has ever before. A big social TV moment happened at the beginning when Seacrest stated that E is not just the number ten network on Twitter, but the number ten brand. Here's a closer look at E!'s rebranding, social TV infused programming and more.

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