Wednesday, October 7, 2015

ABC Family Rebrands With No Clear Shape

If you have children in the house, they probably know where to find ABC Family on their cable box.  Between 25 Days of Christmas and X Days of Halloween and Y Days of Summer, ABC Family has created event programming to help package its shows and movies.  And with all the Harry Potter Films and Pretty Little Liars and other movies and shows, it is an easy channel to watch.  That is if you can handle all the commercials.  Heck, one Harry Potter Movie could take 4 hours to watch.

But not satisfied with the ABC Family brand, and others might know that before Disney purchased it from Fox, it was Fox Family, Disney has come up with a new name for the channel.  Beginning January 1, 2016, it will be called Freeform.  It seems "Family Friendly" may not be such a positive brand distinction.  To cast a wider net, the new name is meant to reflect the notion of being a "Becomer", according to Variety.

But for me, the name invokes shapelessness, without form or structure.  And while it may be trying to say that the channel will be something for everyone, such a lack of uniqueness will only make it seem like one more generic channel.  Changing the channel's name is like when news channels "refresh their set" to update their look and attract new eyeballs.  But a fresh coat of paint doesn't always work.  Can a new name like Freeform do any better than ABC Family.  I'm not so sure.  Especially as viewers have been much more directed toward shows, than channels.  At the end, it might not really matter.

No comments:

Post a Comment