ABC Family rebranding in 2016

New year, new name: Come January, ABC Family will be rebranded Freeform, evoking “the spirit and adventure of our audience,” said net president Tom Ascheim. Pointing out that 14-34 year-old “Becomers,” a life stage full of firsts and changes, are 69 million strong in the U.S., the network says it remains committed both to hit programs like Pretty Little Liars and The Fosters and its plan to double original programming over the next four years. But does rebranding carry a risk? “Family does have a very positive connotation with advertisers, but it’s not the best description of the network’s content,” Brad Adgate, SVP research at Horizon Media tells Cynopsis. “It’s taking a legacy name and rebranding to suit a more modern viewer. Disney knows how to market, and will do what needs to be done to inform viewers.”

Related Stories

The Walking Dead heading to the big screen

The Walking Dead heading to the big screen.

The season 8 finale of The Walking Dead and season 4 premiere of Fear the Walking Dead will air commercial-free in over 750 movie theaters on April 15, in Fathom Events and AMC stunt “Survival Sunday: The Walking Dead & Fear the Walking Dead.” TWD airs the same night in its regular 9p timeslot, followed […]

Young & Hungry ending, but movie in the works.

Young & Hungry ending, but movie in the works.

Freeform comedy Young & Hungry will return for its final season on Wednesday, June 20 at 8p. However, it won’t be to total end of the story for the show. The network has ordered into development a Young & Hungry movie from the series’ creative team, including David Holden, Caryn Lucas, Ashley Tisdale, and Eric […]

Fox, Rolex and the USGA announce a new broadcast sponsorship format for 2018

Fox, Rolex and the USGA announce a new broadcast sponsorship format for 2018

In a change from the traditional, Fox Sports announced it will move from the usual 30-second advertising spots for its USGA championships to what will be a “branding presence” built around their Rolex sponsorship that will include the U.S. Women’s Open, the U.S. Senior Open and the U.S. Amateur but not the men’s championship for […]

Cynopsis honors the Top 100 Women in Digital

Congratulations to Cynopsis' Top Women in Digital honorees!

The Cynopsis Top Women in Digital were honored yesterday in NYC, recognizing excellence in digital content, marketing, advertising, social media and online content. The camaraderie was contagious, as winner after winner took to the stage to note the importance of mentors, and of supporting each other. In fact, the thank you speeches from these amazing […]