ABC Family is Changing Their Name to Appeal to Viewers (VIDEO)
The Disney-owned ABC Family network is changing their name to better suit their audience.
But what will their new moniker be?
Starting in January 2016, ABC Family will be known as Freeform.
— ABC Family (@ABCFamily) October 6, 2015
The network said the switch is to attract more “Becomers” or viewers between the ages of 14 and 34 who were turned off by the “wholesome” connotations of “family.”
“For us, this doesn’t feel like a radical depature, this is an evolution,” revealed president Tom Ascheim. “For the last 10-to-12 years, we’ve been targeting young people, Millennnials, and then something happened. Millennials started getting older. The oldest ones are nearly 40. So do we follow Millennials or stay with the ‘life stage’ that got us here?”
“Like any growing business, we want to keep our core customers satisfied, but also add new ones – and they had a cliched sense of who we are. The word ‘Family’ sounds overly loud to their ears and that makes it a barrier to them coming into our ecosystem.”
He continued, “We wanted an emotional response to a name that made people happy … Freeform sounds like fun.”
Are you down with the name change? Against it? Sound off in the comments!