Syfy's Two-Pronged Rebrand Strategy - 2009-06-21 20:00:00 | Broadcasting & Cable: "NBC Universal's Sci Fi is giving away the Internet to promote its July 7 rebrand to Syfy, but is also taking away a few choice domain names in the process. The cable outfit will promote its rebrand with a flurry of marketing initiatives, including giveaways of free wireless access at various locales in New York City (dubbed WyFy From Syfy, of course).
The rebrand, which executives hope will lift the network out of the stereotypical aliens-and-outer-space niche, has been two years in the planning. It is designed to give the network a name it can copyright that also embodies a broader programming slate, as well as an umbrella label applicable to attendant businesses, including Syfy Games, Syfy Films and Syfy Kids."
5 comments:
I think there have been other examples of cable channels "rebranding" themselves like this. The Nashville Network renamed itself TNN and moved away from a country-music-oriented format, and then TNN became "Spike TV" for a young-male demographic. A sign that the days are numbered for the Sci-Fi Channel's staple programming of low-budget dinosaur/shark movies?
USA Network is also a rename. But, why make-up a fake word or abbreviation?
I'll continue to watch Syfi, if only for Ureekah.
SCI-FI was a term that was first attributed 4SJ Ackerman back in the eo-fan days of First (Science Fiction) Fandom. A generic name/ abbreviation like SCUBA. The use of SCI-FI was looked down upon – if you had to abbreviate the term SF was considered better usage. SCI-FI was considered very poor use of language among the natives -- like calling San Francisco – Frisco. I don’t think it’s possible to trademark SCI-FI. If you can’t use your name to make you money, why bother? (An Italian firm tried to trademark the SCI-FI term Fanzine back in the eighties and was unsuccessful after it was pointed out it was like trying to trademark the word magazine.) The Sci-Fi channel has very little in the way of SF. You’d think with all of their movies that by the sheer volume a film worth watching would present itself. Ted Sturgeon was right 90% of everything is crap -- but considering the SCI-FI channel record with films he would be considered a wild optimist.
Bryan Barrett
You're sure getting cynical, Bryan.
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