And of course, there’s nothing geeky about using a homophone (words spelled differently, but sound the same – yes, your English teacher is ashamed you forgot) to “re-name” your brand…
In a move that will further embolden its critics who claim that Sci Fi is far more “Fi” than “Sci,” and sometimes not “Sci Fi” at all, the network has announced that it will be changing its official name from “Sci Fi” to SyFy – in order not to seem so geek-oriented. David Howe will make the announcement at a network upfront today in New York.
From TV Week:
“The name Sci Fi has been associated with geeks and dysfunctional, antisocial boys in their basements with video games and stuff like that, as opposed to the general public and the female audience in particular,” said TV historian Tim Brooks, who helped launch Sci Fi Channel when he worked at USA Network.
Mr. Brooks said that when people who say they don’t like science fiction enjoy a film like “Star Wars,” they don’t think it’s science fiction; they think it’s a good movie.
“We spent a lot of time in the ’90s trying to distance the network from science fiction, which is largely why it’s called Sci Fi,” Mr. Brooks said. “It’s somewhat cooler and better than the name ‘Science Fiction.’ But even the name Sci Fi is limiting.”
Mr. Howe said going to Syfy will make a difference.
Though 2008 was the network’s best year ever, the network’s management had the feeling that the name was holding it back. 300 possibilities were considered before “SyFy” was selected. The changeover to the new name is slated to take place July 7th, in conjunction with the debut of the network’s new series, Warehouse 13.