ABC Family changes name to attract more viewers aged 14 to 34

ABC network is set to change its name from Family to Freeform, starting January 2016, network president Tom Ascheim announced on Tuesday.

Ascheim said in a statement that the rebranding builds on the network’s existing strategy to better serve and reach the “Becomers,” or viewers in the 14 to 34 age group.

“The name, look, feel and attitude of the network will capture the nature of the Becomer audience and the modern way this audience generates and consumes media,” he said.

ABC’s president said the network, with its new name Freeform, plans to deliver “new and exciting original content” along with the shows that were already successful among its audience.

The Disney-owned cable channel was previously called Fox Family and The Family Channel. Since 2001, it carried the name ABC Family.

Meanwhile, Ascheim told Entertainment Weekly that the latest change is part of network’s strategy to attract the attention of the audience who are into “navigating the wonderful, fun, exciting, and scary time in life.”

“Like any growing business, we want to keep our core customers satisfied, but also add new ones -- and they had a cliched sense of who we are. The word ‘Family’ sounds overly loud to their ears and that makes it a barrier to them coming into our ecosystem,” Ascheim said.

The network also took to Twitter to announce the new name, which took its loyal viewers by surprise. “Exciting news! @ABCFamily is changing its name to #Freeform this January. New name, same awesome shows!” the network wrote on its Twitter feed.. Many of the network’s biggest stars made an appearance in the teaser released to announce the new brand name.

Exciting news! @ABCFamily is changing its name to #Freeform this January. New name, same awesome shows! https://t.co/TFV7wmFR2y

— ABC Family (@ABCFamily) October 6, 2015

The relaunch will coincide with winter season premiere of its shows such as “Pretty Little Liars,” “The Fosters,” “Young and Hungry” and “Baby Daddy.” And new shows “Shadowhunters” and “Recovery Road” will also be introduced.