Why the name change and the rebranding? “Freeform evokes the spirit and adventure of our audience. Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family," ABC Family President Tom Ascheim said.
This rebranding is part of ABC Family’s push to attract ‘Becomers’. “The name Freeform speaks to the mindset and attitude of what the channel has defined as Becomers. Traditionally, Becomers are in high school, college and the decade that follows and are navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak – all the firsts that exists between who they are and who they want to become. Becomers represent a life stage rather than a generation,” according to ABC Family’s press release.
ABC Family has already started the campaign to target Becomers. Ashley Benson, Lucy Hale and Shay Mitchell were in ABC Family's video discussing their experiences living alone for the first time.
Want to be a part of the Freeform campaign? You can go to FreeformFan.com and submit a photo/video of the word Freeform inspired by the things you love. Your photo/video may be featured in the Freeform campaign. (Ends 11/30/15. Open 2 US&DC/13+. Rules).
Not sure how to feel about this name change. It will definitely take a while to get used to. What do you think of Freeform as ABC Family’s new name? Hate it or love it?
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