Discussion Topic: SciFi to SyFy
I guess most have heard by now about the SciFi channel’s new brand identity campaign. Come July 7th, it will no longer be called SciFi, but SyFy. According to President Dave Howe, “the new brand broadens perceptions and embraces a wider and more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and non-linear digital platforms, new international channels and extend into new business ventures. ”
Read the full press release.
What do you think about the network’s identity change?
Filed under: Fantasy on April 9th, 2009
I think it’s idiotic and condescending; however, I will continue to watch the channel as much as I ever did, which is to say, I’ll watch the Twilight Zone marathon every New Year’s (until someone buys me the DVDs, anwyay).
Clare, I can’t say that I disagree with you here. Seems to me like a strange re-branding campaign. Not sure how much of a difference it will really make in what they’re trying to achieve.
I find the re-branding effort confusing. In your post you mention how Dave Howe wants the network to offer a broader range of content. However, I fail to see how “Sy” and “Fy” encompass genres like adventure and reality. In fact, the other genres Howe mentions (paranormal, fantasy, mystery) could easily fall under the “SciFi” tag.
Successful brands are those that can find a niche market and serve to the needs of that demographic. By naming a network “SciFi,” viewers have an instant idea regarding the identity of that network. “SyFy” doesn’t communicate much of anything.
I have to agree with you, Clint. I just don’t see how changing the name to SyFy encapsulates the identity of the network. It is a bit confusing.