Freeform used to be called ABC Family.
From ABC Family to Freeform: A Rebranding Story
On October 6, 2015, the Disney–ABC Television Group announced a significant rebranding for the channel known as ABC Family. This strategic move aimed to refresh the network's image and better connect with its target demographic, ultimately transforming it into Freeform.
The change was more than just a new name; it represented a strategic shift in the channel's identity. Ascheim, a key figure in the rebranding, explained that the name "Freeform" was chosen to embody how its core audience, often referred to as "becomers," are in the "formation" of their lives. The new brand was designed to reflect a more participatory and engaging experience for viewers across various digital platforms, aligning with the evolving media consumption habits of young adults.
Key Aspects of the Rebranding
- Previous Name: ABC Family
- New Name: Freeform
- Date of Rebrand: October 6, 2015
- Announcing Entity: Disney–ABC Television Group
- Rationale: To better resonate with "becomers" and offer a participatory viewing experience reflecting the "formation" stage of their lives.
This transition marked a new chapter for the network, which has historically focused on programming for teenagers and young adults. The rebrand sought to solidify its position as a channel that understands and grows with its audience.
| Old Channel Name | New Channel Name | Rebranding Date |
|---|---|---|
| ABC Family | Freeform | October 6, 2015 |
For more detailed information on the channel's history and transformation, you can refer to the Freeform (TV channel) Wikipedia page.
