ABC Family has re-branded itself to become the Freeform TV channel. But why would it do that since the network is not suffering in its numbers? The network’s current viewership primarily consists of teens and women ages 18 to 34, but it hopes to broaden its audience even more by changing its name. Freeform will continue to show your favorite programs from The Fosters to Pretty Little Liars, so don’t worry.
The channel chief Tom Ascheim told USA Today that:
Like any business, we need to grow. We have really happy core customers. They know our name, they know our attributes.
Ascheim felt that ABC Family was too specific and not a good representative of what the network was about since they have been showing edgier shows. And, for those worried if their DVR’s will be able to still record their favorite shows, Ascheim assures viewers that:
DVRs are smarter than [humans] are, and they will find their way to the right show. They will find Pretty Little Liars and Shadowhunters independent of a channel [name]. Fear not.
So, what went into the name change decision? Ascheim told TVLine that:
[The new name] builds on ABC Family’s existing strategy of super-serving ‘Becomers’ – a life stage that spans people who are 14-34, navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak … all the firsts that exists between who they are and who they want to become.
The choice of “Freeform” actually came about after rave reviews in focus groups.
It’s the end of an era.