ABC Family to Rebrand as Freeform

BURBANK: ABC Family is set to rebrand as Freeform in January 2016.

This rebrand is part of ABC Family’s strategy to serve the 14 to 34 age group, a segment of the population that the company dubs “Becomers.” The name, look, feel and attitude of the network will capture the nature of the Becomer audience and the modern way this audience generates and consumes media. For the company, Becomers represent a life stage rather than a generation.

The name change coincides with the winter season debuts of returning series such as Pretty Little Liars, The Fosters, Young & Hungry and Baby Daddy, as well as the world premieres of the new series Shadowhunters and Recovery Road.

"Freeform evokes the spirit and adventure of our audience," said Tom Ascheim, the president of ABC Family. "Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family."