I had hoped to look at the calendar and see it was April 1, so I’d know this was a joke. I’m still hoping my calendar is wrong, but according to The New York Times, it isn’t:
Soon, to paraphrase Rod Serling – whose vintage series, “The Twilight Zone,” is a mainstay of the Sci Fi Channel – executives will submit for public approval another name, not only of sight and sound but of mind, meant to signal a channel whose boundaries are that of imagination. That’s the signpost up ahead – your next stop, Syfy.
Plans call for Sci Fi and its companion Web site (scifi.com) to morph into the oddly spelled Syfy – pronounced the same as “Sci Fi” – on July 7. The new name will be accompanied by the slogan “Imagine Greater,” which replaces a logo featuring a stylized version of Saturn.
I may spell it Sci Fi forever in protest, the whole Syfy thing is pretty annoying, but I have almost four months to change my mind…
Update: Bill wonders if the change may all be about trademarks and intellectual property (see comments), but after reading more, including the following from TV Week, I’d wonder if it wasn’t “Google searching” inspired, if not for it already dominating the top results for the search “Sci Fi”:
In some universe, the name “Syfy” is less geeky than the name “Sci Fi.” Dave Howe, president of the Sci Fi Channel, is betting it’s this one.
To that end, the 16-year-old network-owned by NBC Universal-plans to announce that Syfy is its new name March 16 at its upfront presentation to advertisers in New York.
“What we love about this is we hopefully get the best of both worlds,” Mr. Howe said. “We’ll get the heritage and the track record of success, and we’ll build off of that to build a broader, more open and accessible and relatable and human-friendly brand.”
[...]
“We need an umbrella brand we can attach to new businesses: Sci Fi games, Sci Fi kids. It does no use to attach ‘Sci Fi’ because there’s hundreds of sci-fi Web sites and sci-fi publications. So it’s changing your name without changing your name,” Mr. Howe said.
Update 2: Here is some more information on NBCU’s purchase of the SyFyPortal name and URL.
Well, that’s just stupid.
Yes. Yes it is.
Is it April Fools Day already?
Screw them. I’ve been pronouncing it “See Fee” for a week now since hearing about it. This has to be one of the dumbest moves in the history of cable. I was hoping that someone with a brain would shut the idea down. I think it’s official. If FLASH GORDON didn’t prove it… this does: There is no one smart at SEE FEE.
“The tweaking of the Sci Fi name, introduced in 1992, is part of a rebranding campaign that seeks to distinguish the channel and its programming from cable competitors”
I wasn’t aware there was confusion about which channel is the “Sci Fi Channel”…
Um… Why?
The tweaking of the Sci Fi name, introduced in 1992, is part of a rebranding campaign that seeks to distinguish the channel and its programming from cable competitors — 75 of which are also measured by the Nielsen ratings service.
How will Syfy distinguish them? Sci Fi says pretty clearly what the network is and therefore seems like that should be distinguishing enough. Syfy seems like it would do the opposite. And it’s not like Googling Sci Fi doesn’t get scifi.com as the first result.
They haven’t seemed to have a problem with not being able to “own” Sci Fi up until now. Overall, just a bad idea.
Also it should be noted this is being done so they can “rebrand,” the network. They should just start airing good product, that would change its reputation.
I can’t wait for ESPN to change it’s name to EeEsPeeEnn.
Phonetic spellings rule.
haha, someone was bored in that office
Is this so people can’t complain about shows that aren’t science fiction?
Why do you think they are doing this???? I mean you say Sci Fi and Syfy the same way so is this just to waste money and trouble for an insider joke they are having or do they really think that changing the name to Syfy is going to draw in more viewers because of it’s abscure spelling?
This is a joke, right?
They’re probably doing this as an excuse to run shows that clearly aren’t Sci Fi, shows that would probably get them better ratings. Didn’t Court TV change its name to True TV or something as an excuse to focus more on reality shows involving criminals?
This is going to end up the same way as Tropicana. They’re going to be made fun of, and ridiculed. It won’t last.
What kind of ratings does the Tuesday westling show get? If it’s good that could be why they want to reband the channel.
ECW on Sci-Fi (or SyFy) averages between 1.5 million and 2 million.
I agree it sounds like an idiotic idea, but it’s all about the trademarking. This is the key takeaway:
It clearly comes with some big downside, I just don’t understand the value they get from having a trademarkable network name. “Bravo” isn’t trademarkable, is it? Neither is “USA”. Would love to hear from someone who knows more about trademark name IP.
Nick C, what happened at Tropicana?
Bill, no doubt they thought that was reason enough. It’s still stupid, and it won’t help them at all.
Putting good shows on the air on the other hand would.
Bill, let me point to a link:
http://www.freshfuelblog.com/2009/02/a-lesson-on-losing-brand-equity.html
It does a better job covering it than I can right now.
I think this is right up there with changing the Cingular brand to AT&T.
SYFY fits into the cable guide better. It gets the entire brand on not just SciF. I don’t know, I figured that sounded good.
What’s ironic is that a network that’s slogan will be “Imagine Greater” couldn’t come up with a better name than SyFy.
The real reason is they’re ditching the “Sci Fi,” aspects of the network. They admit to it in the article (and I’ve heard rumors). By keeping the name sounding the same they hope to appease the “fan-boys,” which they actually refer to as such. That is Tim Kring material!
And maybe I’m missing something but how, exactly does this help them rebrand the network? This is essentially the exact same name the question is still going to be ‘Whats on Sci-Fi tonight?’ regardless of what spelling they’re using. Surely the trademark can’t mean that much to them…?
Alex, I don’t know, but once the do it, I can start my own cable network called “SCI-FI, the SCIENCE FICTION CHANNEL,” and not sure what they could do about it but bitch.
I don’t know. Is this change to SyFy really such a stretch in poor taste for Sci Fi Channel? You do have to admit, Sci Fi really hasn’t applied for years. Every time I turn on Sci Fi, I’m usually greeted with bad hooror movies, or even worse original programming. I mean who else could take a classic science fiction adventure series, like “Battlestar Galactica” and turn it into some godawful prime-time soap opera?
What they really need to do is re-examine their target audience (maybe, I don’t know, science fiction fans?) and either get back to basics, or get out of the game. A lame and, frankly, asinine move like respelling their name SyFy can only make matters worse.
But that’s the thing Chris, whilst Sci-Fi might not have applied for sometime that’s still the name. Despite the different spelling the network is still called Sci-Fi, which is why I don’t understand how they’re expecting this to appeal to a broader audience because now they’re just sci-fi spelt wrong.
If they wanted to rebrand the network why not go for broke and completely change the name? Are sci-fi fans really still watching the network because its called Sci-Fi? Surely they gave up when the network stopped being about sci-fi? This is just a half hearted we don’t really know what we’re doing move.
That’s actually kind of the point I was trying to make. If they are going to abandon science fiction fans, then don’t play around about it. TNN tried for a couple of years to operate as The “National” Network instead of The Nashville Network. While I can’t say I’m a fan of much anythihg on Spike TV, as they are now called, at least the network has an identity now. Just changing from Sci Fi to SyFy will not re-establish any kind of identity for the network whatsoever.. It’s just going to leave more people confused and tuning elsewhere.
“What kind of ratings does the Tuesday westling show get? If it’s good that could be why they want to reband the channel.”
That’s what I figured, since TNN did the same thing after getting WWF in 2000. But, if they were going to go in a different direction, you’d think they’d change the name all together, rather than keeping the name, but changing the way you spell it.
What’s funny to me is that they took the name from a long-time science-fiction site that used to be a nail poking them in the butt all the time, Syfy Portal.
They changed their name to Airlock Alpha a month back. And I think if you look them up on Wikipedia, Mike Hinman is the person who actually created syfy.
Bob, very interesting. I hadn’t visited Syfy Portal in a while. My guess is that the NBCU folks made them a nice monetary settlement to abandon/assign? that name/URL once the decision had been made to change the network name.
Update: And indeed the name was sold to an “undisclosed entity”
http://www.airlockalpha.com/news426164.html
I can’t believe I didn’t think about SyFyPortal immediately (originally SyFy World in the late 90s — it merged w/another site that had “Portal” in the name but I forget which one).
If we can hang on for 10 more years, maybe some marketing consulting firm will convince Nielsen, “You know, Nielsen Media Research doesn’t really tell people what you’re all about. You’re about TV and numbers….”
I sense a “New Coke” moment.
Yeah, I think the reason for this is to abandon the whole “Sci-Fi” concept completely over time. The suits have decided “sci-fi” is bad business in an economic downturn.
Guess TSCC would fit right in then – given it’s obsession with psychology, it’s hardly science fiction much any more.
I bet they are going to slowly move away from Science Fiction programming. Wrestling was the start of this. It seems like all the mainstream cable networks are becoming the same. Eventually I think NBC Universal will use the Chiller Channel for science fiction content. They already air old movies made for Sci Fi channel on Chiller. Syfy will be virtually identical to USA Network. Maybe somewhat similar to relationship between TBS and TNT. I do not think this is a good idea.
RSH, and coincidentally, the “Classic Coke” brand name was finally officially retired within the last few months, although it had been all but invisible for a very, very long time. I always thought one of my generation’s “Where were you when you learned that JFK was shot” moments was “Where were you when you heard Coke was coming back”
Ah, I made my first million by buying up large quantities of Coke when the announcement of “New Coke,” was made, and selling them for 10 times what I paid for them.
Ok, it wasn’t the first million, but it was a good chunk of change for me at the time.
I love the quote on “human-friendly,” because the previous viewers were what? Dogs? Cats? Oh! Oh! Oh! ALIENS!
I’m old enough to remember exactly where I was when JFK was shot – can’t remember Coke coming back at all.
But then I never was a big carbonated beverage drinker anyway! Except at movies.
Just check me on this and tell me if this doesn’t make sense.
The name change is going to be ridiculed by many, but fans of the genre who watch the network will still watch. They will only tune out based on the programming, not the name. They will laugh at it, as we all are, but they won’t stop watching JUST because of the name change alone. But there is a certain segment of the population who see the term “Sci-Fi” and just tune out entirely. There are people who will not even consider that something to do with science fiction could possibly hold any interest for them at all. So by changing a couple of letters, you will get at least some number of people to stop completely dismissing you because of your name.
But it’s going to be a really small number of people, you say? True, but in this TV world you only need small numbers. Fractions of fractions can have a big impact. If they only get two Neilsen households in the demo to start watching at some point in the future because of this, that makes a heck of a lot of money for them.
And then they tell two friends, and so on . . .
It’s not all as simple as I am making it sound, but there definitely is logic here. The ridicule will be short term, and eventually people will just know them as SfFy, and that won’t be a problem for people, because it’s really no less odd looking than TNT or CBS or WKLM. Broadcast networks all have funny acronyms but we are just used to most of them now. Eventually people will get used to SfFy.
And if they pick up just a small number of the right viewers, BANG, it’s worth it. Especially since there is zero chance anyone will stop watching just because of the name change. It won’t happen overnight, but it has to start somewhere. It’s an very long range plan, but it seems to me a plan with some real merit.
Look, it’s silly, and I am now changing my name forevermore to Schmoker for no reasion just to honor how silly it is. But silly doesn’t mean it might not be a good business move in the long run.
Trademark laws vary from country to country, but in the US, the name itself doesn’t have to be unique, but its usage and identity within your particular business area do have to be. That’s why Windows and Apple can both be trademarked names–but only with regard to technology stuff. (And hence the long-running “discussions” between Apple computers and Apple music (the Beatles) over who was crossing which lines.) Delta is a trademarked name for plumbing fixtures–and also a trademarked name (different company) for air transport.
Before granting a trademark, the government reviews existing uses of the word to see if there’s likely to be consumer confusion.
As I understand it, the problem that the channel-formerly-known-as-SciFi had was that it wants to sell branded spin-off items like games, books, graphic novels, etc., areas where “sci fi” already has a generic meaning.
Quite often companies extend a name and then rely on a catchy logo to brand it in a memorable way. So “Bravo” is really “Bravo Media” and “USA” is really “USA Network.” But the logos emphasize the nickname, and that’s what people use in everyday conversation. The trademark is on the full name, though.
Other companies go for weird spellings to make a name unique. Cingular, Amtrak, Rite-Aid, VuPoint, Skil, Juice Tyme, etc. all become possible to trademark precisely because no one else spells it that way. Syfy will fall into this group.
It seems weird now, but a country that can get used to Fuze and Snapple should adapt without any problem.
I think it is a joke, or a marketing move, and then they go back to same name. I only say this because the idea is just so stupid that it cannot be true.
to the Schmoker formerly known as Schmokey. Your argument does seem logical, but I have trouble believing that was the impetus. Where I scratch my head is that if Syfy is still pronounced Sci Fi will it make much difference? If people hear “Next, on SCI FI” but at the same time see “Next on Syfy” will they think, I know it just said Sci Fi, but what is this Syfy! I can see it a little bit initially as people see program listing and channel guide changes they might think “Hey, what’s that?” But whatever little bit that might be doesn’t seem worth all the effort.
The down the road value of trademarking of books, games, DVDs, etc. makes a little more sense to me.
I do agree for the vast majority the ridicule will be short-term.
Idiots… Well, this is hardly the dumbest move SciFi has made in the past years…
The rebranding was mooted by Dave Howe a while back in a NYT interview although the suggestions were SCF or The Imagination Channel. SCF would sound a lot better compared to SyFy
I would prefer SFC or SFN (Sci Fi Channel or Network). SCF doesn’t seem to mean anything to me.
SFC does make more sense and it has been used by other channels who have changed direction like A&E, VH1, MTV, AMC etc
Why didn’t they just rename it what many fans call it anyway? Skiffy.
I miss the old days already. MTV played music videos, comedy meant funny, SciFi wasn’t wrestling (though I see the connection), Soon there won’t be any cartoons on Toon and I’ll have to go to the theater to see HBO. I mentioned that SciFi wasn’t about wrestling right?
Exactly what we need more slang! Way to go…
What the execs want: A publishing company called “Sci-Fi Books” to produce battlestar galactica fiction or comic books. Licensed fiction is a lucrative market in the sci fi genre. The problem is “Sci-Fi Books” can’t be used because it merely describes the genre and can’t be trademarked.
Solution: “SyFy Books”
Now, what really bugs me: Is the new logo SUPPOSED to look like a wall lamp?
This is totally retarded. Upcoming changes…
The WHETHOR Channel (now part of the NBCU family)
HYSTORII Channel
DISKOVREE Channel
MILLITAREE Channel
A lame marketing move to get noticed – well it worked…but in a couple of weeks – who really cares…
if it aint broke dont fix it………..idiots
Don’t buy the “SCI-FI,” books, etc. problem. They avoid that by saying “SCI-FI Channel Books,” and it’s totally cool. They want to get away from “Science Fiction,” and this is their route. A stupid one.
Ahhahaha so are they planning to put Heroes on regularly? This name sounds like they are Sylar lovers! Which, indeed, makes me happy
“See Fee” LOL, Nick! Glancing at the story, I read it as ‘Stye’ – a very unpleasant association, I must say — realized that couldn’t be right, and then thought maybe it was a txt shortcut for ‘Stuffy’ — this probably isn’t what they’re going for in name recognition, is it?
Also might mention that the slogan, “Imagine Greater”, doesn’t make any sense either. Bad grammar. Imagine greater what? Stupidity from the execs?
Imagine greater shows than we’re showing here?
This reminds me of the announcement where CourtTV said they would add crime based scripted series to its schedule, but don’t worry, we’ll continue airing boring trial video too. And then became TruTv.
The name change is clearly to allow the brand to host more than just science fiction shows. How long will it be until SyFy is synonymous with Emo? Can’t wait to watch reruns of Desperate Housewives on SyFy!
I don’t think the name change or the new programming will help ratings. When you put BSG, your best scripted show in your network’s history, in the historically proven worst timeslot for TV viewing and ask why no one watches the network, your problem is management not branding.