SciFi to become ‘Syfy’
Updated: After 16 years, America's SciFi Channel will re-brand in a subtle shift away from aliens to a wider genre definition.
The logo is very cool. But what about that name?
After 16 years, the US Sci Fi Channel is changing its name to “Syfy.”
The switch will come in July along with a new slogan: “Imagine Greater.”
“We love being sci fi and we’re still embracing that,” said network president Dave Howe. “But we’re more than just space and aliens and the future – the three things most people think of when they think of ‘sci fi.'”
Fair point. The Twilight Zone always had plenty of fantastical episodes, without a spaceship in sight.
“What this does is hopefully give us the best of both worlds,” Howe said. “You keep the heritage, but also open up to a broader range of content.”
The network will unveil the branding campaign this summer along with the premiere of Warehouse 13, about two FBI agents who hunt down paranormal objects.
Their Battlestar prequel Caprica, which is a terrestrial-based drama rather than an outer-space adventure, is also considered to support this brand expansion, an effort that really began on the programming side a few years ago with the launch of drama Eureka, about a town of geniuses.
“We’re going to have upwards of 50 Sci Fi Channels in various territories and yet you cannot trademark ‘Sci Fi’ anywhere in the world,” Howe said. “A new logo design would not solve that particular challenge. We needed a brand name that was own-able, portable and extendable.
Howe reckons Syfy will better embrace fantasy, paranormal, action-adventure and mystery.
No word yet on whether the Australian Sci Fi Channel will be switching its presentation in July too. But given it has echoed the purple logo of the US network, it would seem to suggest Syfy (is that spelling too camp for Aussies?) is coming here sooner rather than later.
Source: Hollywood Reporter.
UPDATED: A spokesperson from Australia’s Sci Fi Channel advised today that is yet to consider the re-branding changes of the US channel, but that it is not under any obligation to join in the rebranding in the Australian market.