SCI FI Gears Up for Rebrand

NEW YORK: On July 7, SCI FI Channel will become Syfy as it looks to broaden its programming slate to include a wider change of "imagination-based entertainment," such as fantasy, the paranormal, reality, mystery, action and adventure.

As Syfy, the on-air and online brand will take on a new tagline, Imagine Greater, as it looks to target a broader range of demos. “While continuing to embrace our legacy and our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and reflects our broader range of programming,” said SCI FI Channel’s president, Dave Howe. “Syfy allows us to build on our 16 year heritage of success with a new brand built on the power that fuels our genre: the Imagination. Syfy ushers in a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand.”

Syfy will also serve as the umbrella brand name for new businesses under the Syfy Ventures banner, such as Syfy Games, Syfy Films and Syfy Kids. Syfy will also be rolled out globally over time on a territory-by-territory basis, beginning in the third quarter.