ABC Family to Rebrand Network ‘Freeform’ in January

December 10, 2020 – 01:10 pm
Schedule and Listings | Freeform

In addition to adapting to the growing audience, the rebrand is also an effort to reach new viewers who may associate ABC Family with too much, well, family.

“With people who don’t watch the network, which turns out is the majority of this country, there’s a very different perception from our core viewers, ” Ascheim says. Recent research conducted by the network had core viewers rewarding the net for many great attributes across the board, he reports, while non-viewers identified the net as “family-friendly” and “wholesome” and gave “pretty lousy marks on everything else.”

“It made us realize that for us to grow and reach new customers, we really had to do something about the perception gap, and not be hindered by our label, ” Ascheim explains.

The new name “Freeform” reflects the essence of the audience, says Ascheim: “We think that they are indeed in formation so on some level, so it really feels like it invokes the quality of being a Becomer.”

Ascheim adds that the new name also reflects the network’s goal that users will be active contributors. “Media is oozing onto all sorts of different screens and platforms and it feels kind of free form in the way that people find it, ” he says. “Our audience doesn’t see themselves as consumers, but as makers so we wanted a name that felt participatory — they would be part of the process, not just being fed stories.”

That participatory effort will be utilized in today’s announcement, which in addition to heavily featuring messaging across the network’s social platforms, will feature a user-generated campaign where fans are encouraged to submit photos and videos to express what defines their own “Freeform” — or what fuels the passion in their lives. (Watch part of the announcement campaign in the video above.)

Nigel Cox-Hagan, ABC Family’s SVP of marketing, creative and branding, notes that rebranding a network is a “gradual and sustained process, ” when asked of any concerns with losing the ABC brand recognition. (The network’s new logo will be revealed at a later date.)

“We’re going to use every level and every platform that we have to bang the drum about our new name, ” he says. He also points out that as the most social cable network, the channel already has a captive audience readily awaiting information to be tweeted at them, not to mention highly socially engaged talent.

“From the inception of this evolution, we’ve realized that our stories are Becomer adventures and our core stars are all themselves Becomers, ” Cox-Hagan says. “Once we had that insight, we realized they would be great spokespeople to our audience about that change.”

Ascheim emphasizes the network’s programming won’t change, pointing to the commitment to doubling original programming over the next few years, which was also announced at this year’s Upfront. “That commitment remains strong and vivid and happened before we changed the name, and will be part of what I think makes the name come to life, ” he says.

See More:Nicki Minaj Comedy Gets Series Commitment at ABC Family

Coinciding with the official re-branding in January 2016 are new shows (addiction drama “Recovery Road” and the hotly anticipated saga series “Shadowhunters”), in addition to some of the network’s most popular hits returning (“The Fosters, ” “Young and Hungry, ” “Baby Daddy” and “Pretty Little Liars”). Cox-Hagan tells Variety a huge campaign promoting Freeform will surround “Shadowhunters'” debut. “It will be very ubiquitous messaging that will be hard to miss, ” he says.

“ABC Family has had a lot of success, and it feels really good, ” says Ascheim. “I think it’s going to feel even better to unite ratings strength and show strength with brand strength.”

Looking back at ABC Family’s origins, this isn’t the first time the channel has been rebranded. The network went through several names in the years it was owned by evangelist Pat Robertson since its 1977 launch. He sold the network 20 years later to News Corp. and Saban Entertainment when it was known as The Family Channel, which those companies renamed Fox Family Channel. Disney bought the network from them in 1991, and dubbed it ABC Family.

Source: variety.com

Freddie and Sebbie Freddie and Sebbie Bath Toys, Non Toxic Luxury 36 Piece Set Bath Letters and Numbers with Toy Organizer
Baby Product (Freddie and Sebbie)
  • PERFECTLY DESIGNED. 100% BPA free, Phthalate free, Lead free. Imagine you helping your child to learn their alphabet, learn to count, learn to spell, learn different...
  • UNBELIEVABLY STRONG Because all our bath letters and numbers are hand made with high quality materials, this gives our bath letters and numbers a super-long life...
  • PROVEN to develop your child s learning skills. Makes great toys for preschool, pre-kindergarten, baby & toddler. Tried and recommended by mums and dads.
  • GUARANTEE. Order today and qualify for Free Shipping (90 day money back guarantee)
  • LOTS OF FEATURES Size: 5.5 cm Wide, 7.5cm Height, 1cm Deep Length, 36 piece set of bath foam letters and numbers (26 A-Z letters, 0-9 Numbers), comes with a mesh...
Dry Erase Planner for Chores, Grocery Lists, Weekly Meals etc. Magnetic Whiteboard for Your Refrigerator, COMPLETE SET With Markers, Erasers, Magnet, PLUS BONUS Notepad for Fridge From ItemMax
Office Product (ItemMax)
  • ✅ ** YOUR BEST DEAL ** ORGANIZE YOUR BUSY FAMILY SCHEDULE. This is a must have for your family in 2017. No more wondering who s doing what. This calendar - planner...
  • ✅ PERFECT SIZE FOR EVERYONE ✔ These 2 x 2 magnetic whiteboard erasers are perfect for cleaning your dry erase boards. When you need to erase something, all you...
  • ✅ FROM OUR FAMILY TO YOURS ✔ We are a small family business that prides itself on good old fashion quality, service and value. We really want you to feel that your...
  • ✅ NEVER FORGET A THING AGAIN! Reduce that mental clutter and at the same time transform the look of your kitchen. This stylish and attractive refrigerator calendar...
  • ✅ 100% GUARANTEE. You are covered under the Amazon Prime Guarantee.
Blu Monaco Vinyl PVC Placemats - Available in Black or Dark Brown- Set of 6 - Protect your Kitchen Table from Spills and Scratches - Ideal for Big Families
Home (Blu Monaco)
  • PROTECT YOUR TABLE FROM SPILLS, SCRATCHES: Meal time can wreak havoc on a wood table, but our placemat sets will protect the table s surface from wear and tear.
  • EASY TO CLEAN, WATERPROOF: The Blu Monaco vinyl placemats are easy to clean after the conclusion of the meal. Just wipe with water to remove any food or stains...
  • STRONG, DURABLE CONSTRUCTION: Each of our placemats is made to stand the test of time, offering good quality that is easy to maintain.
  • MATCH ANY DECOR: Life is all about options, which is why our placemat sets are available in either black or dark brown. No matter your taste or style, these placemats...
  • SATISFACTION GUARANTEED: If you are not satisfied, simply return within 90 days for a full refund.
Amazon Certified Refurbished Amazon Fire TV with Alexa Voice Remote
Amazon SMP (Amazon)
  • A Certified Refurbished Fire TV Stick is refurbished, tested, and certified to look and work like new
  • Amazon Fire TV now supports 4K Ultra HD for true-to-life picture quality. Watch high-definition 1080p streams on Amazon Video, Netflix, Hulu and more, even without...
  • Now with Alexa, use your Fire TV Voice Remote to check sports scores or the weather, play music, and more - instantly
  • Enjoy over 3, channels, apps, and games including access to over 250, TV episodes and movies on Netflix, Amazon Video, HBO GO, Hulu, and more.
  • Cutting the cord? Watch the best of live TV on NBC News, NBA, and Sling TV, which includes ESPN, CNN, HGTV, AMC, A&E, Cartoon Network, and more.
  • Now with 75% more processing power, a dedicated graphics engine, better Wi-Fi support, 2 GB of memory, 8 GB of storage and expandable storage of up to 128 GB
  • With over 800 games - the most games of any other streaming media player - there is something for the entire family, including Minecraft, Lego Star Wars, and Pac-Man...
  • Amazon Prime members get unlimited access to Prime Video, including original programming like Transparent, plus over 1 million songs with Prime Music. Now get a...
ABC Animal Puzzle ABC Animal Puzzle | 26pcs Cheerful Ecofriendly Preschool Alphabet Animal Wooden Puzzle Cardboard Color Vary | Fun Learn Writing Riding Toddlers | 941
Toy (ABC Animal Puzzle)
  • Super Fun Alphabet Game Toddlers love games! Invite your child to play this ABC Animal Puzzle (TM). Removing and placing letters is fun and will improve their...
  • Great Reading Teacher The cheerful ABC design will make toddlers recognize alphabets at early age. They ll learn to memorize the shape fast and correctly for adulthood!
  • Cool Writing Tutor By using the tracing pattern on the back of each letter, children can learn how to write easily. This fun practice can be repeated until they...
  • Eco-friendly Material Using durable high-grade wood and non-toxic water-based paint for the cardboard letters, it s tested to be safe for preschoolers and family.
  • Get Yours Now To sum it up, ABC Animal Puzzle (TM) has 26 dual-side letters with animals in front and tracings on back. Go get it now before we run out! [TAGS:...

Related posts:

  1. What is Latin for family?
  2. What is extended family means?
  3. What is meant by family?
  4. What I love about my family?
  5. What about my family?