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ABC Family re-branded as Freeform to appeal to millennials
Manuela Walfenzao| 7 de octubre de 2015
Ascheim: El cambio no se siente como una despedida radical, sino como una evolución
ABC is rebranding its ABC Family channel. Freeform is the new name to ditch the connotations associated with family shows in a bid to appeal millennials aged 14 to 34. The decision came after a network poll that found out that most people avoided the channel because the word family evoked an impression of “familiar” and “wholesome” entertainment which put off the demographic they are targeting. Tom Ascheim, ABC Family president, hopes that the change will draw in more youth while strengthening their usual audience. The network will continue broadcasting shows such as: Pretty Little Liars, The Fosters and Young and Hungry. Ascheim said that “the changes did not feel like a radical departure, but rather an evolution. Freeform name would actively work to draw in new viewers; we got an overwhelmingly positive response. Freeform sounds like fun.” The network will roll out a marketing campaign in December, before relaunching in January, when new seasons of its popular shows begin.
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