After months of research, ABC Family is refreshing their brand. The Disney owned cable network is to drop the ABC Family name as of next year and will instead be known as Freeform.
The name change, which has been in the works for months, is said to be a result of market research revealing that the ABC Family brand was more closely associated in the minds of the public with family friendly programming (think Hallmark Channel), rather than the network’s programming direction these days, with shows such as Pretty Little Liars and the upcoming Shadowhunters.
Despite the name change, the network’s line-up for 2016 will be remaining in-tact as they will be debuting the new seasons of Pretty Little Liars, Baby Daddy, The Fosters and Young & Hungry, as well as launching new series Shadowhunters and Recovery Road. Additionally, alongside the brand refresh, the network confirmed plans to double their scripted output in the next four years, with several renewal and new series orders expected by the end of the month.
“Freeform evokes the spirit and adventure of our audience”, said ABC Family President Tom Ascheim in unveiling the new brand. “Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family.” Ascheim also noted that Freeform evolution builds on ABC Family’s existing strategy of super serving “Becomers” – a life stage that spans people who are 14-34. The name, look, feel and attitude of the network will capture the nature of the Becomer audience and the modern way this audience generates and consumes media.