ABC Family Introduces New Name

Purposeful and focused change can help a brand go from good to great. Since 2001, the cable and satellite television network ABC Family has offered family-oriented programming aimed at a large target audience. Showing many Disney movies and other wholesome films, ABC Family has gained a strong brand personality of sensible and conservative. As the network has grown and evolved over time, more secular programming was featured with a mix of recent and classic family-oriented television show series and movies. I think it’s safe to say the networks programming is no longer suitable for all members of the family. Even the slogan “A New Kind of Family” does not uphold what many would define as family values.

The network recently announced its rebranding efforts to reflect the evolution of the company. Coming this January, ABC Family will be reintroduced with the name Freeform. The company decided on this name because it felt the new name would appeal best to its target audience of younger adults currently heading out into the world and experiencing their firsts: first jobs, first loves, first homes, etc. Repositioning the network will not change the focus or the programming mix, but instead will give viewers a better idea of the company’s evolving brand personality.

Many nonviewers have expressed concerns over the content in the current programming on a labeled family-friendly network. Some of the programming includes murder mysteries, series about transgender transformations and gay relationships. Although this kind of programming is frequently seen on other stations, the word “family” in the channel name ABC Family has caused some uproar with nonviewers who do not feel the programming is appropriate for their family, specifically their younger children.

The rebranding efforts seek to combat the misleading name. As it moves towards edgier and less family-friendly programming, ABC Family, or Freeform, seeks to capture the attention of its target demographic and break the ties holding it back from more secular programming. The network said it plans to double the amount of original programming over the next four years and the name change will help the program progress into a more accepted modern media brand.