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Goodbye Lady SciFi

16/03/2009. Contributed by Jessica Martin

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The SCIFI Channel is rebranding as Syfy - both on air and on-line - as of July 7th 2009, The Nest are told by Dave Howe, El Presidente at SCIFI.

By changing the name to Syfy, which remains phonetically identical, the new brand aims to be more inclusive, we are told, of fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction. 'Imagine Greater' will become their new tagline.

Dave Howe told us, "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. 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."

He went on to add, "Syfy - unlike the generic entertainment category sci-fi firmly establishes a uniquely ownable trademark that is portable across all non-linear digital platforms and beyond, from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, such as Syfy Games, Syfy Films and Syfy Kids."

The new brand will launch in tandem with the premiere of their new drama, Warehouse 13, and the return of Eureka to the cable screens. www.Scifi.com will then start using the URL www.Syfy.com

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