ABC Family recently underwent a rebranding in order to better capture its target audience. Disney found that with a name like ABC Family, non-viewers only identified the channel as "wholesome" and "family-friendly." The new network name, 'Freeform' is meant to be a representative of its edgy broadcasts that appeals to teens. This group is specifically recognized as "Becomers," or an audience of Gen Z and Millennial viewers between the ages of 14 to 34.
Shows that will appear on Freeform include Shadowhunters, Pretty Little Liars, The Fosters and Switched at Birth.
While the name Freeform has not entirely been well-received, as with most changes, the network's Tom Ascheim notes: "Naming entities is a bit liking naming a baby. You have to grow into a name. We were not worried—nor surprised, frankly—by the reaction."
Family Network Rebranding
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