Join us at the Digiday Publishing Summit from March 24-26 in Vail
Freeform. That’s not a rejected platform name, it’s ABC Family’s new name.
In a move that rivals Gannett’s changing its name to Tegna as the most ambiguous media re-brand this year, the Disney-owned cable channel announced today it will be dropping “family” from its name for the first time in nearly 30 years. The pivot is an effort to rid itself from the stodgy perception that its programming is for families (gross!).
The network reportedly considered 3,000 names, including “XYZ” or the simpler “ABCF,” yet it settled on Freeform. According to its president Tom Ascheim, the new name “evokes the spirit and adventure of our audience,” which is apparently a new demographic it has dubbed becomers.
Becomers — try typing it without rolling your eyes — is a term for a group of people that are between 14 and 34, squashed squarely between the millennial and Generation Z perimeters.
“The most important question that young people ask themselves as they’re going from high school to their thirties is, ‘Who am I becoming?’ So we call the life stage ‘becoming’ and the people going through it Becomers,” he explained in April.
One thing we know this target demo has already “become?” Jokesters. Shortly after ABC Family shed its dusty old title, people quickly mocked the stupid new name.
Here are some of the best:
Leaked alternate ABC Family rebrand options: Kinda #NSFW #SquadGoals It’ll Be On Netflix In 6 Months
— Cory Barker (@corybarker) October 6, 2015
I’m surprised ABC Family renamed itself Freeform instead of pandering more to millennials by just naming the network #AllDayBreakfast. — Andy Dehnart (@realityblurred) October 6, 2015
Can’t wait for MTV to one-up ABC Family’s #Freeform with its new network name: ¯\_(ツ)_/¯
— Tim Baysinger (@tim_bays) October 6, 2015
‘oh just watching my favorite shows on freeform’ ‘on what?’ ‘freeform’ ‘what’ ‘freeform’ ‘what’ ‘freeform’ etc. etc pic.twitter.com/QKEFZ4uDGT — doctor pilot (@pilotbacon) October 6, 2015
Here you go, @ABCFamily. I decided to #Freeform with you as requested. pic.twitter.com/jPrJxxjdVD
— Myles McNutt (@Memles) October 6, 2015
ABC Family officially morphs into Freeform (FreeForm? #Freeform?) on Jan. 1, 2016.
Images via YouTube/Screenshot.
More in Marketing
Streaming TV ad rates are falling and Amazon’s the anchor
Whether that holds for the rest of the year is anyone’s guess, but Amazon’s impact on ad pricing is already undeniable.
The Rundown: Why changing search habits matter for advertisers
Shifting search habits have put a dent in Google’s market dominance. It’s not the only company affected, though.
Snapchat’s SMB bet is paying off — but can it keep up the momentum?
Digiday caught up with Snap executive Sid Malhotra to get the lowdown on how important SMBs are to Snapchat’s overall ad revenue stream, what the platform can offer advertisers that its platform peers can’t, and what prevented advertisers from giving the company a proper chance — until now.