ABC Family is changing its name. The Disney-owned cable channel is undergoing a moniker rebranding that ditches “Family” — a word that’s been part of the network’s identity for nearly 30 years across several previous name changes. Starting in January, ABC Family will be known as Freeform. The switch is part of an effort to attract more of what the network calls “Becomers,” viewers between the ages of 14 and 34. The network’s programming style — led by shows like Pretty Little Liars, The Fosters, and Young and Hungry — will essentially remain the the same. “For us, this doesn’t feel like a radical depature, this is an evolution,” ABC Family president Tom Ascheim explained to EW.
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Tue, 10/06/2015 - 11:55am
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