SCI FI UK Gears Up for Rebrand

LONDON: Following its sister U.S. network’s lead, SCI FI channel in the U.K. is due to become Syfy in April, with the high-profile imports V and Human Target set to launch the rebrand.

As part of a global rebrand, SCI FI become Syfy in the U.K. on April 13 with a new on-air look and the "Imagine Greater" tagline. Syfy launches with the British premiere of ABC’s V reboot. The following night (April 14), Syfy U.K. will debut Human Target.

“The rebrand allows us to build on the fantastic heritage of the channel and loyalty of our fans whilst further broadening the appeal of our existing range of great content,” said Laurence Dawkin-Jones, the managing director for the U.K. at Universal Networks International. “These fantastic new shows are completely aligned to Syfy’s new “Imagine Greater” brand message and tagline which asks viewers to look beyond the ordinary and discover the extraordinary.”

“We’ve established SCI FI channel as a pioneer of leading top-quality series—many of the shows we’ve launched have been subsequently picked up by other broadcasters,” added James Newton, the head of channels. “With Syfy we’ll continue to build on that success and look forward to breaking some more fantastic shows over the coming months.”