It looks like ABC Family is following its Becomer audience and going Freeform.
Less than a year after unveiling the network’s Becomer branding, ABC Family announced it’s changing its name as well, becoming Freeform in January.
The channel revealed its plans on Tuesday to press and fans alike, posting new branding videos aimed at its viewership with the message: “We want to see how YOU Freeform.”
The website FreeformFan.com asks fans to submit photos and videos about the new name and what inspires them. Some of the submitted content will be used in the new campaign coming this January.
The name change is set to coincide with the winter premieres of ABC Family’s most popular shows Pretty Little Liars and The Fosters, along with the series debuts of Shadowhunters and Recovery Road. The network said it will add several new original shows in an announcement later this month.
The branding is being considered as an evolution of the Becomer branding of this year, targeting the life stage of audiences 14-34. The new Freeform branding is aiming to take that and expand on it, implementing ways that age group consumes media now.
“Freeform evokes the spirit and adventure of our audience,” ABC Family President Tom Ascheim said in a statement. “Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family.”
[Image courtesy of ABC Family]
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