ABC Family will be renamed and rebranded as Freeform in January 2016, network president Tom Ascheim announced Tuesday.
The relaunch, which will coincide with the cabler’s popular “25 Days of Christmas” and winter premieres, marks a continued effort to evolve the young-skewing network past traditional family viewing and toward its target audience of “Becomers,” a network-coined term defined as those in the life stage spanning ages 14 to 34.
The Becomer audience — a concept ABC Family execs introduced at this year’s Upfront presentation — reflects the network’s efforts to keep up with its millennial viewers as they grow up. “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,” Ascheim explains.
“This is a long time coming. It really is an evolution of something that started 10 to 12 years ago when this network began to focus on what were then millennials. The network built incredible strength and incredible ratings success with young people, especially women,” Ascheim tells Variety. “And then something funny happened on the way of the demographic dance where millennials were no longer synonymous with youth. The oldest ones are turning 40 in a couple of years.”
In addition to adapting to the growing audience, the rebrand is also an effort to reach new viewers who may associate ABC Family with too much, well, family.
“With people who don’t watch the network, which turns out is the majority of this country, there’s a very different perception from our core viewers,” Ascheim says. Recent research conducted by the network had core viewers rewarding the net for many great attributes across the board, he reports, while non-viewers identified the net as “family-friendly” and “wholesome” and gave “pretty lousy marks on everything else.”
“It made us realize that for us to grow and reach new customers, we really had to do something about the perception gap, and not be hindered by our label,” Ascheim explains.
The new name “Freeform” reflects the essence of the audience, says Ascheim: “We think that they are indeed in formation so on some level, so it really feels like it invokes the quality of being a Becomer.”
Ascheim adds that the new name also reflects the network’s goal that users will be active contributors. “Media is oozing onto all sorts of different screens and platforms and it feels kind of free form in the way that people find it,” he says. “Our audience doesn’t see themselves as consumers, but as makers so we wanted a name that felt participatory — they would be part of the process, not just being fed stories.”
That participatory effort will be utilized in today’s announcement, which in addition to heavily featuring messaging across the network’s social platforms, will feature a user-generated campaign where fans are encouraged to submit photos and videos to express what defines their own “Freeform” — or what fuels the passion in their lives. (Watch part of the announcement campaign in the video above.)
Nigel Cox-Hagan, ABC Family’s SVP of marketing, creative and branding, notes that rebranding a network is a “gradual and sustained process,” when asked of any concerns with losing the ABC brand recognition. (The network’s new logo will be revealed at a later date.)
“We’re going to use every level and every platform that we have to bang the drum about our new name,” he says. He also points out that as the most social cable network, the channel already has a captive audience readily awaiting information to be tweeted at them, not to mention highly socially engaged talent.
“From the inception of this evolution, we’ve realized that our stories are Becomer adventures and our core stars are all themselves Becomers,” Cox-Hagan says. “Once we had that insight, we realized they would be great spokespeople to our audience about that change.”
Ascheim emphasizes the network’s programming won’t change, pointing to the commitment to doubling original programming over the next few years, which was also announced at this year’s Upfront. “That commitment remains strong and vivid and happened before we changed the name, and will be part of what I think makes the name come to life,” he says.
He also looks forward to developing more efforts like the recently-announced Nicki Minaj-inspired comedy. “I think it’s part of the evolution of broadening and recruiting new viewers, while keeping current viewers happy,” he says.
Coinciding with the official re-branding in January 2016 are new shows (addiction drama “Recovery Road” and the hotly anticipated saga series “Shadowhunters”), in addition to some of the network’s most popular hits returning (“The Fosters,” “Young and Hungry,” “Baby Daddy” and “Pretty Little Liars”). Cox-Hagan tells Variety a huge campaign promoting Freeform will surround “Shadowhunters'” debut. “It will be very ubiquitous messaging that will be hard to miss,” he says.
“ABC Family has had a lot of success, and it feels really good,” says Ascheim. “I think it’s going to feel even better to unite ratings strength and show strength with brand strength.”
Looking back at ABC Family’s origins, this isn’t the first time the channel has been rebranded. The network went through several names in the years it was owned by evangelist Pat Robertson since its 1977 launch. He sold the network 20 years later to News Corp. and Saban Entertainment when it was known as The Family Channel, which those companies renamed Fox Family Channel. Disney bought the network from them in 1991, and dubbed it ABC Family.
Im so excited what freeform has in store for us :D
I also like the channel, but think its a stupid name for it.
Well, the 700 club is still on this channel. But as long as I don’t have to see radical islamic muslims I will watch Freeform.
We watched the ABC Family/Freeform Harry Potter movies and were inundated with excessive commercials and the distracting footers with commercials for other programs as well as advertising the name changed. It made me mad and i will no longer watch this channel
I hate the new name
Will you still be showing The 700 Club Interactive and The 700 Club….at 9:30am until 11:00 am Monday thru Friday.
They said they are taking off The 700 Club.
At 61 and with Walt Disney and as an extended cousin, I’m sure he would not approve of the new Freeform. I see it as a takeaway of family values from the way tv was when I was growing up. Over the past several years I’ve seen television viewing becoming more to excite the carnal life with lustful, sexual, of the occult and the demonic that Satan feeds on. The “becomers” as you phrase are so influenced with what they take in visually, that instead of improving their minds they are enticed to fill it with such programming to make bad choices in their time of life that should esteem them to be greater role models for those that come behind them. I can better understand why the Bible says ‘the last shall come first and the first last’. As lives ends now and in the future, it is those that meet their death knowing Jesus Christ as their Savior will go first. Because it is harder to overcome temptation to sin now than in the past as generations before me when there was not the flagrant visualization of the lustfilled and occultism television. Walt Disney had his demonsvto overcome, but he left us with Mickey Mouse. I watch tv for entertainment, but as a Christian I don’t let it influence my life choices. I’m not so sure a great majority the ‘Becomers’ of this generation will have the opportunity to get to know or even here about Jesus Christ and the life he promises if there are not more wholesome shows.
Totally agree with you, Debra! And they wonder why America is sinking lower and lower.
So basically you sold out to Satan for money. Instead of good wholesome TV that has good values and teaches children to be upstanding members of society and good people you are playing crap that influences young people to “become” involved in more worldly and occult like activities, based on the advertisement s of your new series. Way to go! I’m sure God will understand your need to have more money.
Because they thought there wasn’t enough garbage on TV? This seems up there with “New Coke.”
You go girl….
This is really stupid and disappointing. I’m 23 I’ve grown up with ABC Family and my friends as well as family love it just the way it is.
The change to free form is ridiculous… Is anyone over 30 not worth anything… Disney or ABC have made a lot of money over the years being family oriented…. Shame shame
Where is Switched at Birth? Could u please help me with this. I have Cox in Tulsa, Ok
Fucking stupid to rename it . My entire family will refuse to watch anything on that channel now. You people are so stupid.
What channel are you on ?
There are many better names for a TV network, I’m sure. “FreeForm” doesn’t make any sense.
Very disgusting
I was watching Nemo with my 2 year old grandson. And had to change the channel. The previews for there up comming shows were full of sex,murder,and other adult content. You would think if your tuned into a g rated movie. The commercials would be rated g too. Bad form. Freeform
Stupid name. Does sound like an undergarment.What is so wrong with family anyway?
In my opinion ABC Family has been going downhill for awhile with a lot of it’s non-family friendly programming. I already couldn’t trust the word “family” to mean “family friendly”. And changing their name to “Freeform” just sounds ridiculous…even my 15 year old daughter agrees!! It basically sounds like it’s pushing a “no rules”, “anything goes” mentality to our young and young adults….just what we need in a world already going crazy! I think they are making a huge mistake by continuing with this new mindset, but can’t say I am surprised….it’s happening everywhere. Did they ever consider that maybe viewership would get even better with more family friendly shows instead of less, when you consider some of the crud they are showing? I’m pretty sure it’s the “crud” that has caused viewership to decrease, not their association with “family”. And from the new programming I see coming, I definitely won’t be watching, nor will I want my daughter watching. I’m thankful to see there are still a whole lot of us out here who are opposed to what they are pushing and believe in family values and shows that teach good morals, not the current smut. It’s those good values and morals that help grow decent human beings into “becoming” someone who makes the world a better place!!! Maybe they’ll get the message loud and clear and turn back around…one can only hope!!
Just do another season of Twisted
Absolutely retarded that the famiky channel is joining the libtards! Time to block yet another channel from my TV.
PAX got renamed ION now showing violent garbage
The audience for Christian programming is miniscule. ION and ABC recognized this and made a smart business decision.
I was appalled at the article I read that your network wants so badly to drop The 700 Club. Just the change of name that clearly shows that family programming is not your goal anymore was a sad message that you are following the pack to more violent and sexually explicit fare with the accompanying fowl language. Why can’t anyone in your business consider what this is doing to our young people? I know that the young adult audience seems to be the only demographic considered when selecting programs for the vast majority of television, movie, and music fare, but there are a lot more of us out here that not only watch, but spend money on advertised products. Must we be relegated to only a few channels that don’t offend the American citizens who believe that there are interesting viewing experiences that are decent and teach what are the outcomes of doing things the right and wrong ways? Please don’t lose touch with the principles that this country was founded on and the world was created for.
“fowl language”? You mean like, “Quack, Quack”?
Well…..as opposed to most of the comments I’ve read so far, I am actually super excited about the name change. I am 20 years old so I have grown up with alot of ABC Family, while I don’t see anything wrong with shows being family oriented, I do think that over the past few years ABC Family has been I guess you could stay trying to break that barrier of what comes along with the brand name. I think it is a great idea and I am super super excited about the change, I think it will give the channel more of a chance to explore other show options that they could not have done before with the name, and with the growing audience being younger than even I am, they tend to like shows that are different than the generations above them. Personally, I like a little of both. Speaking as a business stand point, and from what I can see is happening with the shows on the channel I can somewhat see why they decided to rename. That’s opinion, anyway, I hope I wasn’t being “rambly”. And yay!! Lets go FreeForm!!!
You’re a drug addicted idiot you phokkaine libturhd!!!!
Judging by the complete lack of reasoned thought in your comments, you’re the drug-addicted idiot.
I am very disappointed with ABC Family changing their name. What is wrong with being “family oriented”? If you ask me, we don’t have enough programming that is geared toward family. They are headed in the wrong direction! From some of the other comments I have read, it doesn’t look like too many people are happy with this change. I for one will probably not watch this station anymore and I believe you will be losing a lot of your viewers. You may want to rethink this!
ABC Family’s ratings have been going up as they’ve introduced edgier, fresher programming. This is the next step and should attract more viewers who wrongly thought the channel was stodgy family fare. Great decision.
Not a fan of ‘freeform’ but then….I’m 65. I think ABC Family just sounds cozier
I am disappointed in the direction ABC Family has been headed in. Unfortunately we as a country have veered away from the importance of family. I am not surprised that your network is following in the footsteps of our great leader currently. Freeform that is such a unoriginal name. Sounds as though you are trying to squash the family values of your viewers. I will no longer be one of them. I am not a becomer, but am a grandmother who is concerned for all of your viewers. God help us all.
“God help us all”? Calm down, were not doomed because a network changed its name.
I am very disappointed that you are changing the name, the shows that will air and the overall style. I do not that think Disney had envisioned what your new brand is portraying. I do not believe I nor my family will be watching the channel any longer. I want good, wholesome family- oriented television. No thank you!!!
Hmm, not the hugest fan of the name freeform. Doesnt have the same ring to it as abc family. I love abc famy for great movies. Im not a huge fan of the tv programs but the movies are always great. I always know i can find HP, Disney, DreamWorks etc on this channel. That’s what it’s known and loved for. Just a bit disappointed in this rebrand. Perhaps a survey to the fans to see how they felt about a name change would have been helpful. Honestly I wouldn’t even mind the name if they had at least a similar logo.
I’m 26 so I’m in that generation that is becoming, but the best thing about the 90s kids is we love to reminders of our past. We grew up with Harry Potter, we sing along to Lion King, we enjoy Renaissance fairs and programming that reminds us of that. We get worked up over zombies and pirates and ninjas.We often wag a finger about how our programming was mych better growing up than the mess on tv now. We have all the channels for adult and mature content. I love abc family bacause its my go to when I need a family movie. I try abc before netflix, now thats saying something.
Good luck with the rebrand, I hope you don’t change too much.
I totally agree with you!!! I am also in this becomer group they have lumped us into. And I go to abc family to watch the movies and Harry otter marathons etc. things that remind me of the good Ol days of TV.
They should have asked the viewers not some random panel for a new name or what they thought of the rebrand 1st!!
I am extremely disappointed that ABC Family changed their name to a stupid ridiculous name like FREEFORM. I now can’t find the channel to watch my show ONCE UPON A TIME. As the result of that, I have removed ONCE UPON A TIME from my TV shows list on FB. ABC Family, you just lost a ABC Family fan and viewer. I will no longer watch your channel program unless you change the name back to ABC Family. Nobody likes the name FREEFORM. The name FREEFORM disgusts me.
Is this your way of introducing programs with more mature content? Family television is a dying breed. I am very disappointed in the network. Our society already suffers from children that are growing up too fast, but as always it is about the dollar.
FreeForm ? This is the best your 20 something brain trust could come up with? Sounds like a frig’n bra from Sears” Tho spiritual I am not a Bible thumper but have always enjoyed the shows on ABC Family. From what i see its just going to become another cookie cutter network i.e. The CW which shows nothing but crappy teen and college age angst melodramas. I’m sure you will throw a bone once in a while with something for people with half a brain. But most likely you will just flow completely down stream to the lowest common denominator. What ever sells products to young people who have money and the free time to spend it. ( well their parents money) remember the 40’s and above crowed have money too. In An industry full of tapioca try being a French pastry!
I am sickened by the new old Navy commercial they have been shoving in our faces. Ya know, the one with the transvestite. It’s disgusting and I do not want my toddler seeing it and thinking that behavior is normal. Why should everything be accepted now adays.
It’s not hurting anyone.
Why is your daughter watching a channel aimed for millennials 18 and over, who, apparently, are more intelligent than you? On second thought, maybe you should let your daughter watch as that’s the only hope she has to break the 3-digit IQ mark.
Does this indicate a change in programming? Will they still show Gilmore Girls? Will they still show the 700 Club? Will they finally reduce the number of offensive scantily clad comedies and sex-oriented story lines? Hopefully this means it will become MORE wholesome. The name freeform though, does not indicate wholesomeness. If they screw up the programming more with things that are not appropriate then they will lose viewers. That they originally showed shows that were uplifting and /or at least not offensive for guiding children into a wholesome life was a blessing for TV viewers. It has been a safe option much of the time (though not always) Beware families! know and control what your kids are viewing.
Completely agree! ABC Family is a wholesome name, not freeform. Too much sex is shoved in our childrens face everywhere…..no wonder kids are having kids
What???????????? WHY?????? REALLY???????????
This name sounds like an under garment
If freeform has numerous commercials we are not watching it . It’s annoying to watch five minutes of the movie and ten minutes of commercials !
The name sounds like a feminim product you got to be kidding
I’m very sorry to hear ABC family is changing the name to Free form. Really what does that mean . It doesn’t give you a warm feeling like family does. There is nothing more important than family. I love to watch family channel and don’t think I can watch freeform. Good by.
Ok I am what they consider a becomer-the end of that lifespan at first kids stage.. And I hate the new name/rebrand..I don’t understand it and actually preferred the family part of the programing on this channel. I’ve recently seen a rebrand go bad and would hate for this channel to go the same route. The hub which changed to discovery family was constantly on at my house.. They rebranded and it is never on anymore unless it’s something that has been DVR’d. The one thing I love/loved from both channels are the movie nights and marathons that they have.. When they changed over to discovery family the movies stopped! I hope abc family/Freeform will continue having those movie nights and marathons! I can set it to abc family and not change the channel all day.. it’s amazing!! I really hope it is successful and they follow through on the promise that the programing won’t change.. Although the other channel said the same thing.
Lastly, just so that it is said..I was excited when I heard they were doing the mortal instruments series then saw some promo commercials for it and am totally confused!! Why are they starting at the beginning AGAIN? They made the movie explained everything in book one and now they have this tv series that, while I really enjoy the books,I don’t understand the double dose of book one. Most series derived from a previous movie, even if the movie was a book, starts where the movie left off.. it doesn’t start all over again. I can see where it could be a good idea with a whole new cast but I can assure you I will not start watching this series until it hits the point where the 1st movie left off. I figure I’ve already read it and seen it more than once..I can skip the TV series version of book 1.
Retweet Girl! I agree with you 10000% percent!
I personally loved the movie. And I wish the series had the same characters. Going from Clary being brunette, to a Ginger was very strange. And no I’m not hating on Gingers, I’m just saying it was a big change. I haven’t read the books yet, I just got them. I don’t really care what the name of the channel is even though I grew up with ABC Family. I just hope they still have family friendly shows and movies playing.
First cartoon network, now Disney!!..sad sad , tisk tisk shame shame…I was very comfortable with my children watching the Disney Channel. Now just like the sickos who allowed “Adult Swim” on cartoon network your following the wrong footsteps. Allow children to be just that “Children”..Not 8, going on 18..stop this craziness. ..be better than that!!..my children do not need to be learning about Demons!!..Our young generation relies on good tv as part of their good upbringing. ..You should know that. Please stay wholesale!!..Carl’s Jr commercials are enough!!…give my child a chance to view something besides half naked women, evil, & killings. Sincerely, a concerned mom & now a broken hearted Disney viewer…ps How can there be “Too Much Family”..really!??!..
ABC Family used to be a great channel! We didn’t have to worry about adult content!! Now the content is MOSTLY UNACCEPTABLE for anyone under 17!!! You are using sex & violence to lure your too young audience!!! If you wanted this, WHY not start a NEW channel & still have the old ABC Family!!! This FREEFORM looks like SMUT, sex & violence!! We will NOT be watching!!! SHAME on YOU DISNEY – ABC!!!!!!!
Freeform programs don’t look very “family oriented” to me. Lots of trashy shows being advertised.
Well i just hope that they change things up on its 25 days of Christmas and play some old favs such as THE CHRISTMAS LIST WITH MIMI ROGERS and others like this
Same move that is going on all across the world to remove moral values that may still exist in some older people. An acceptance of all cultures and all types of living styles no matter the cost to our young people.Children and young teenagers taught to be in control not those who have lived life in respect to older people . there will be just enough good shows to keep the interest of over 35.
Very sad to see the change and very disappointed.
ABC Family..change your name. I am changing my channel. It saddens me to think that you conform to the abnormal and not proud of being a family channel anymore because of what the young say. You’re like the parent that allows unruly children to take over their domain.
Children know best these days and our country is going down due to medias like you.
I’ll be honest, we’ve wanted to cut the cord on our satellite and just get local channels with an attenna but my kids can’t live without Disney Channel and ABC Family. Sounds like that’s no longer an issue. Goodbye satellite. My kids can get their Disney Channel fix from Netflix.
I think free form is a rediculous name. Don’t think the public had anything to do with this name. As much as this country has run away from family values, taking prayer from school and now we replace it with Police Officers, taking Ten Commandments from courtrooms and public places and this is where our Law were based from, so we will not offend non-Christians and now you don’t want family associated with your television station, because it is to much family. I say what a big bunch of hog wash. The Government, television entertainment has felled America from the no backbone people who want to take family and God out of everything and complain about all the violence, school shootings, children violence against parents, and gang violence. Shame on free form, the government and anyone else who does want peace, safe schools for our children, teaching them respect, Christian religion, and our country, parents, teachers, region and themselves. Well, if you read the bible it tells of all such things will come to pass. It’s just sad for me because of the the time that i was raised till now to see the change because of the decisions people have made to keep from affending non-Christians.
May God bless the U.S.A., our children, our Christian religion. Someone needs to stand for God, because Jesus gave his life for me and you.
Merry Christmas for our Lord and Savior’s birth.
Well said.
Not liking this at all. I thought this was suppose to be “Family” oriented. Being I have no young children it shouldn’t matter to me but I will no longer be watching this station after December is over. Why do we want our children to grow up so fast!!!!!!!! Stop the madness and adios! I think you are making a big mistake!!!!
I am disappointed with your programming promoting inter racial relationships. Blacks with whites is very offensive and I will not be watching your network anymore. I regret this move because you once were a true family network. Mixed race children only cause the child to suffer.
Really smh
Just a fake account/comment aimed at making the conservative complaints that are legitimate seem racist and unfounded
I think freeform is a stupid name. I will definitely not be watching Freeform like I watched ABC Family and neither will my children. I am sad to see ABC Family go.
I am a 30 year old and I am sad to hear that this station will be changing. It is very hard to find clean TV shows. The traditional shows it airs will be missed! I hope you all will definitely reconsider!