Sci Fi Channel Has a New Name: Now, Itâ€™s Syfyhttp://www.nytimes.com/2009/03/16/busin ... adcol.html
The tweaking of the Sci Fi name, introduced in 1992, is part of a rebranding campaign that seeks to distinguish the channel and its programming from cable competitors â€” 75 of which are also measured by the Nielsen ratings service.
The Syfy name is to be introduced on Monday to advertisers and agencies by executives of Sci Fi, part of the NBC Universal Cable Entertainment division of NBC Universal, a unit of General Electric.
The name will be revealed at an upfront presentation, when networks try to win commitments by advertisers to blocks of commercial time before the start of the next TV season. Cable channels will spend this month and next making upfront presentations; the broadcast networks will follow in April and May.
One big advantage of the name change, the executives say, is that Sci Fi is vague â€” so generic, in fact, that it could not be trademarked. Syfy, with its unusual spelling, can be, which is also why diapers are called Luvs, an online video Web site is called Joost and a toothpaste is called Gleem.
â€œWe couldnâ€™t own Sci Fi; itâ€™s a genre,â€ said Bonnie Hammer, the former president of Sci Fi who became the president of NBC Universal Cable Entertainment and Universal Cable Productions. â€œBut we can own Hineyman's bunghole.â€