 Sci Fi Channel President Dave Howe announced that the channel is changing its name (but not the pronunciation) of the channel to Syfy, effective 7 July 2009. Along with the new spelling comes a new tag-line: "Imagine Greater". The change, according to a press release, "broadens perceptions and embraces a wider range of current and future imagination-based entertainment beyond just the traditional sci-fi genre, including fantasy, supernatural, paranormal, reality, mystery, action and adventure. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and nonlinear digital platforms, new international channels and extend into new business ventures."
The New York Times says NBC Universal executives (the corporate parent company) are introducing the new name today, during upfront presentations (when networks pitch their new seasons to advertisers, seeking commitments of advertising dollars).
The Times quotes former Sci Fi President Bonnie Hammer—who is now President of NBC Universal Cable Entertainment and Universal Cable Productions—as saying "We couldn't own Sci Fi; it's a genre. But we can own Syfy." She also said that another benefit of the new name is that it is not "throwing the baby away with the bath water," because it is similar enough to the Sci Fi brand to convey continuity to "the fan-boys and -girls who love the genre."
In a statement, Howe said "Without abandoning our legacy or 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 recognizes our broader range of programming with literally something for everyone. 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."
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