ABC Family is Becoming Freeform Starting January 2016
ABC Family is changing its name to Freeform this January and wants you to share how YOU Freeform. Go to FreeformFan.com now to submit a photo/video of the word Freeform inspired by the things you love they may feature you in their new campaign!
ABC Family is rebranding itself "Freeform" beginning January 2016. The Disney-owned cable channel will use its top programs, such as "Pretty Little Liars", as well as new drama "Shadowhunters" to promote the new brand. ABC Family President Tom Ascheim says the decision to change the name was triggered by a gap in perception as research showed that non-viewers associated the network with family-friendly programming, while in fact it is targeting younger viewers. "We wanted to harmonize our content and out brand," Ascheim explains. "By achieving that harmony, we would be much better positioned to keep our core viewers and add new viewers." The new moniker is a part of an attempt to attract more young viewers between the ages of 14 and 34, or what the network calls "Becomers".
The new name will not change the lineup of popular shows and will keep true to Disney/ABC's ehos of optimism and imagination.
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