Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

ABC Family changes its name to Freeform, mockery ensues

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:

ABC Family officially morphs into Freeform (FreeForm? #Freeform?) on Jan. 1, 2016.

Images via YouTube/Screenshot.

https://digiday.com/?p=139291

More in Marketing

Generative AI sparks brand safety concerns marketers know all too well

Despite concerns around brand misuse and IP, most marketers are sticking to traditional strategies.

‘Production is a big topic right now’: With AI moving beyond media, Publicis turns toward creative

The holdco is positioning AI as core infrastructure for ad production not just media buys.