Sci Fi Channel says it is evolving into “Syfy” on air and on-line beginning July 7th, it was announced today by Dave Howe, President of the net. By changing the name to Syfy, the network said the new brand broadens perceptions and embraces a wider and more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and non-linear digital platforms, new international channels and extend into new business ventures.
The new brand evolution will launch on in tandem with the premiere of the new scripted drama, Warehouse 13, and the return of breakout summer series Eureka. An aggressive trade marketing campaign will kick off this spring. Scifi.com will assume the URL Syfy.com at that time.