ABC Family recently underwent a rebranding in order to better capture its target audience. Disney found that with a name like ABC Family, non-viewers only identified the channel as "wholesome" and "family-friendly." The new network name, 'Freeform' is meant to be a representative of its edgy broadcasts that appeals to teens. This group is specifically recognized as "Becomers," or an audience of Gen Z and Millennial viewers between the ages of 14 to 34.
Shows that will appear on Freeform include Shadowhunters, Pretty Little Liars, The Fosters and Switched at Birth.
While the name Freeform has not entirely been well-received, as with most changes, the network's Tom Ascheim notes: "Naming entities is a bit liking naming a baby. You have to grow into a name. We were not worried—nor surprised, frankly—by the reaction."
Family Network Rebranding
Disney's ABC Family is Now Known as 'Freeform'
Trend Themes
1. Rebranding for Gen Z and Millennial Viewers - Changing the name and image to appeal to young audiences like Gen Z and Millennials can bring in new viewers and increase brand loyalty.
2. Edgy Content for 'becomers' - Creating more youth-oriented content that appeals to Gen Z and Millennials can increase viewer engagement and attract a wider audience.
3. Out with the Old, in with the New - Rebranding can signify a shift in company priorities and messaging, leading to a refreshed image and new growth opportunities.
Industry Implications
1. Television Broadcasting - Rebranding efforts by television networks can lead to fresh audiences and greater viewer engagement.
2. Entertainment Media - Incorporating edgier themes in shows and movies can appeal to younger audiences and attract a more diverse viewership.
3. Advertising and Marketing - Helping companies target specific audiences, like Gen Z and Millennials, through rebranding and new messaging can lead to higher engagement and greater profits.