After 16 years of programming, SCI FI Channel will evolve into "SyFy", starting July 7.
By changing the name the new brand will "broaden perceptions and embrace a wider, more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure...as well as science fiction"".
"Imagine Greater" will become the new brand message and tagline.
"While continuing to embrace our legacy and our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and reflects our broader range of programming," said the network.
"Syfy allows us to build on our 16 year heritage of success with a new brand built on the power that fuels our genre: the Imagination. Syfy ushers in a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand."
The new brand evolution will launch in tandem with the debut of the new Toronto-shot FBI/supernatural drama series "Warehouse 13" and the return of Vancouver-lensed "Eureka"...