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.”

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