ABC Family is going away — or at least the channel’s name is. The cable channel has announced that they’re rebranding themselves as the Freeform channel in January 2016.
ABC Family president Tom Ascheim says that the name is intended to attract new viewers and cater to the channel’s target demo of 14-34 year olds, nicknamed “Becomers”. The channel’s marketing department sifted through thousands of names before testing a dozen finalists.
Of the new name, Ascheim tells THR, “It really spoke to these three core parts of our essence: the audience, this idea of becoming a Becomer… This moment in media, where it was not just a linear moment but a back and forth one between the audience and content maker, because they, too are content makers; and it seemed to evoke an emotional response in us and our creative selves and made us feel like we would be able to convey the spirit of Freeform to the audience — and they’d want to play along with us.”
What do you think? Do you like the new name? Is Freeform a better choice than ABC Family?
It’s a family channel so actually keep it and make what play for a family
I agree completely
Dumb name no real meaning just a way to attract the children who need to learn the value or family
This is extremely weird me personally being younger enjoys the family channel freeform is just taking away from all that perhaps if you played a larger variety of movies you wouldn’t need to change your name to play more risky movies to attract you viewers speaking on behalf of myself and my friends and colleagues the abc FAMILY channel from our childhood will be missed while we attract our young generation with crude television thankyou
i like the name it already has,it says its a family network, the same shows that has been on for years hopefully will stay. i dont understand the new name, what does it mean , also the target demo isnt always right. im older and i do enjoy pretty little liars and good drama and comedy. keep it good family shows.
I so agree with you
From a 60+er:
Replacing the “Family” is long overdue. However, you are not making me feel very welcome with this announcement. ABCF has some great shows (The Fosters for example) that I watch. They also have a lot of childish ones which I don’t watch and that is fine.
Call yourselves what you like but please keep the good shows and don’t just ‘Become’ really soft porn and silliness for the kiddies!
“Becomers”??!! What? Who THINKS of this stuff??!! I’ll tell you who’s “becoming”- ABC! They’re becoming completely awful! I agree with The Critic- not much “family” there! Walt Disney is probably turning in his grave! Come on ABC- you used to be my favorite Network!!!
They’ve gotten free of the 700 Club deal that requires the word “Family” to be in the channel name? There’s a whole story there you’re missing?
Nope, 700 Club will continue to air on the channel.
So do they want those of us who’ve just aged out of their “target demo” to quit watching or what?
They may as well rebrand. They certainly aren’t a family network anymore. The name is awful.
What a horrible name! Sounds stupid.