When Did Abc Family Change To Freeform
When a cablevision network rebrands itself, it's normally failing. The contempo transformations of Style to Esquire Network and Television set Guide Network to Pop, also equally next month'south alter of H2 to Viceland, occurred because those erstwhile networks didn't connect with viewers. Just that's not the case with ABC Family unit.
Relaunched today as Freeform, ABC Family has, through shows like "Pretty Little Liars" and "The Fosters," succeeded in capturing TV's most elusive audience — immature people. The network drew an boilerplate of 1.087 one thousand thousand full viewers in 2015, according to Nielsen seven-day ratings, nearly x times that of Fashion or TV Guide in their respective final years. It scored a 0.49 rating among adults 18-49, and was the No. 1 network among women xviii-34 with a 0.68 rating the aforementioned year.
Just at that place's more than one reason — and more than than 1 way — to rebrand a network.
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On ane had, in that location are rebrands like TNN to Fasten in 2000 or Discovery Health to Ain in 2009, that represent huge shifts in a network's programming and target audience — substantially, starting from scratch.
"Those are complete correct turns," Pop president Brad Schwartz told TheWrap. "When you lot do that, you're looking out into culture and the competitive space and going, where'south the white space?"
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That'southward what NBCUniversal did in 2013 when information technology partnered with the men'south lifestyle brand Esquire to start a new aqueduct aimed at an educated, higher income male person demographic, a grouping research told them was beingness underserved by cable programming at the fourth dimension.
And it worked. Every bit TheWrap reported in 2013, the network saw a huge jump in male viewership after the launch. Viewership for primetime originals jumped from 20 percent male for Fashion to threescore percentage for Esquire. Male audiences for the network's originals jumped 87-113 pct in the eighteen-49 demographic yr-over-year.
On the other hand, though, there are networks that rebranded themselves slowly over years, in content if not in name. For instance, there's History, which Schwartz cites as the near successful network rebranding in recent memory, with the aqueduct shifting its programming strategy over the course of years from historical documentaries to scripted programming without changing its proper noun.
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ABC Family-Freeform has some things in mutual with History. According to network president Tom Ascheim, the behind-the-scenes shift has been taking place for years, and all that's left is to go out behind a proper noun that the network has outgrown.
No huge changes are coming to the network's programming in 2016. The same shows that fabricated the network a success story, including "Pretty Little Liars" and "The Fosters," will all premiere in the coming weeks under the network'due south new name.
"We're non recruiting a new audience, we're building on a really strong audition," Ascheim told TheWrap. "We're non doing a new kind of content … we can depict upon the strengths of who nosotros are and what nosotros are."
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So the main hurdle facing Freeform in its early on days is brand sensation. As Schwartz puts it, "you arguably could say there are 300 1000000 people in the country who have never heard of you … yous wake upwards the adjacent day with a name nobody'southward ever heard of. And that's tricky."
To combat that, Freeform has been heavily marketing the new proper noun since the proclamation in October. Ads ran on air throughout the entirety of the popular 25 Days of Christmas programming bloc, and all of the network'southward social channels have been pushing the modify.
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"A lot of the marketing that we did over the last quarter was reassuring our audience, 'Hey all that stuff yous honey, 25 Days of Christmas, 'PLL,' that's all nevertheless hither,'" Ascheim said.
And though he says sensation has gone "through the roof" in the last three months, that's not without a lot of piece of work on the role of the network. Nights and weekends included.
"It'southward ever a little bumpier than you desire it to be, it always takes a trivial longer than you want it to," he said. "Our poor marketing section is very tired."
The Evolution of ABC Family unit: From '700 Club' to 'Pretty Little Liars' Powerhouse (Photos)
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ABC Family"The 700 Lodge" (1977 - )
The Christian talk show was ane of the first on ABC Family -- back when information technology was known as the Christian Broadcasting Network. It premiered in Apr 1966 and moved to the network in 1977.
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ABC Family unit"State of Grace" (2001-2002)
This dramedy almost two friends in 1960s N Carolina ran for 2 seasons on ABC Family when the network was known equally Fox Family.
- ABC Family
"Kyle XY" (2006-2009)
ABC Family relaunched in 2001, adopted a new slogan in 2006 ("A New Kind of Family") and incorporated shows targeted at immature adults. Amidst the outset: "Kyle XY," a sci-fi drama about a belly-push button-less male child with no memory of his past.
- ABC Family
"Greek" (2007-2011)
This dramedy follows Cyprus-Rhodes University students who are members of the school's Greek organisation.
- ABC Family
"The Surreptitious Life of the American Teenager" (2008-2013)
The evidence, nigh a high school teenager (Shailene Woodley) who gets significant and keeps her baby, is a stark contrast to fabric from the old days of CBN.
- ABC Family unit
"Make it or Break It" (2009-2012)
In an effort to be more than female-friendly, ABC Family unit launched this series about teen gymnasts who are working toward competing in the Olympic Games.
- ABC Family
"Pretty Little Liars" (2010- )
One of the top shows in ABC Family unit's history, "Pretty Fiddling Liars" boasts a solid fan base on social media.
- ABC Family
"Melissa & Joey" (2010 - )
ABC Family is catastrophe "Melissa & Joey" after four seasons, and announced the series finale will air on Aug. 5.
- ABC Family
"The Lying Game" (2011-2013)
"The Lying Game" -- based on novels by "Pretty Little Liars" author Sara Shepard -- didn't receive the same dear every bit the latter. The teen drama was canceled after ii seasons.
- ABC Family
"Switched At Birth" (2011- )
"Switched at Birth" follows two teenage girls who were handed off to the wrong parents at birth and raised in 2 dissimilar worlds. The serial has iv seasons to its name.
- ABC Family
"Baby Daddy" (2012 - )
Like "Secret Life," "Babe Daddy" features a controversial storyline -- a man in his twenties is handed a baby past a i-nighttime stand and becomes a single father.
- ABC Family
"Bunheads" (2012-2013)
Before it was canceled after but one season, "Bunheads" followed a Las Vegas showgirl who spontaneously marries and becomes a teacher at her mother in law's ballet school.
- ABC Family
"The Fosters" (2013 - )
The Foster family is comprised of an interracial lesbian couple who are raising adopted and foster children, along with their own.
- ABC Family
"Chasing Life" (2014 - )
"Chasing Life" was adapted from the Spanish-language Mexican series "Terminales."
- ABC Family
"Young & Hungry" (2014 - )
"Young & Hungry," which features Emily Osment as an up-and-coming chef, premiered its second season in March 2015.
- ABC Family
"Becoming Us" (2015 - )
The Ryan Seacrest-produced reality series centers on the Lehwald family unit, whose begetter has go a transgender woman.
Source: https://www.thewrap.com/why-abc-family-became-freeform/
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