BURBANK (dpa-AFX) - ABC Family is changing its name to Freeform this January, as The Walt Disney Co. (DIS) tries to attract more younger viewers to the TV network. The new logo will be out in a few months.
For the first time in 27 years, the cable channel is going to drop 'family' from its name. The channel was launched in 1977 by Pat Robertson, and became the CBN Family Channel in 1988. Despite the various ownerships that followed, the company had kept 'family' in its name.
The network is said to have considered about 3000 names before arriving at Freeform. The company believes the new name, which is a blend of free and form, evokes the spirit and adventure of its audience.
The name ABC family was associated with family-friendly programming for non-viewers, even as core viewers knew its young, social-media active nature.
The cable network plans to use some of its top franchises like its flagship drama Pretty Little Liars and the hugely popular 25 Days of Christmas, to promote the new image. There will also be a big campaign around new drama Showdowhunters.
Copyright RTT News/dpa-AFX