SCI FI Continues Global Rebrand to Syfy

LONDON: SCI FI Channel in the Benelux is to become Syfy Universal this month, debuting its new look alongside three territory premieres: Stargate Universe, Primeval and Sanctuary.

The three U.S. series will make their exclusive debuts on March 5 at 8:30 p.m. Primeval and Sanctuary will launch in their second season. In addition to this trio of premieres, the schedule for the new-look Syfy will also include Ghost Hunters International, the two-part mini-series Alice and Destination Truth.

The rebrand is part of NBC Universal’s efforts to reposition its global network of pay-TV channels around five core brands—Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel—under the banner of Universal Networks International.

John Burnett, the managing director for Benelux, Nordic, Africa and VP of commercial operations, said: "The rollout of Syfy Universal in Benelux—one of the first regions to enjoy the rebrand—is a significant step in the creation of a consistent global brand. Our Benelux viewers are gaining from this exciting launch being combined with fantastic content—premiere series and later this year exclusive original content."

He added: “We know these changes will appeal not only to our existing and extremely loyal fans but will reach out to a new army of viewers. SCI FI in the U.S. rebranded last year, and subsequently delivered its highest ratings in 17 years.”