I just learned that The Sci Fi channel is rebranding itself as Syfy. The new name is pronounced exactly the same as the old one… it’s just spelled differently.
There are two big reasons the channel wants to alter its brand. First, it wants a name it can trademark, which seems unnecessary to me. The network has been around since 1992, launching successful programs like Battlestar Galactica and Mystery Science Theater 3000, so hasn’t it already branded itself? Why fix what isn’t broken?
The other justification for the switch is even more dubious. According to The New York Times, Syfy/Sci Fi president David Howe said the original name was scaring off poential viewers.
“If you ask people their default perceptions of Sci Fi, they list space, aliens and the future,” he added. “That didn’t capture the full landscape of fantasy entertainment: the paranormal, the supernatural, action and adventure, superheroes.”
But… you guys? How does “Syfy” capture that landscape more effectively? After all, the old name and the new one are pronounced exactly the same. If a friend talks to you about the network, you’re hearing the same sounds—and making the same assumptions—no matter how the words are supposed to be spelled.
And if you’re a dubious viewer, I’d argue that reading the word “Syfy” will make you think the channel is even lamer than you assumed. As the title of a network, “Sci Fi” is simply descriptive, with no implied attitude about what’s being presented. The word “Syfy,” however, makes it seem like the channel is trying very, very hard to be cool.
I mean, imagine that a department store at your mall suddenly starts selling “Pantz” instead of pants. If you already think department stores are lame, will this re-branding change your mind? Will you cancel your Gap card and spend your paycheck on Pantz and Sherts and Shooze?
If we move this scenario to cable television, then it’s clear who’s wearing the Pantz.
15 responses so far ↓
1 ferretrick // Apr 24, 2009 at 9:01 am
I totally agree. First of all, SyFy looks like it should be pronounced “siffy” or something like that. Its not even clear what it is. Second of all, its JUST. STUPID.
Actually, it totally sounds like something Portia de Rossi’s character on Better Off Ted would come up with. “The SciFi name…its dated, wasn’t testing well in the focus groups. SyFy is more…hip…I think they call it?”
2 Russ Jackson // Apr 24, 2009 at 9:07 am
Hang on, Sci Fi didn’t launch MST3K. It originally launched on KTMA in Minnesota and then got picked up by Comedy Central. Sci Fi picked it up after Comedy Central canceled it.
But I agree, it’s a pretty stupid name.
3 Amanda // Apr 24, 2009 at 9:18 am
So, I hate to be a naysayer when someone’s trying to be hip, but there is just no good reason for this name change.
The 3D logo and the tagline “Imagine Greater” are both excellent. Intentionally misspelling their name seems juvenile and short-sighted in comparison.
Uh…Pantz, though? Is hilarious. I will buy some Pantz any day of the week. Capri pantz, matchstick pantz, gaucho pantz. Pantz pantz pantz. Yes.
4 Collin H // Apr 24, 2009 at 9:48 am
Is it stupid? Yes, but not any stupider than the channel itself. In a way, it’s almost appropriate. With the exception of BSG (which I dont care for) what has SciFi produced that isn’t flat out, pants-on-head retarded?
Granted, I do like crappy movies, but it’s really hard to argue for the integrity of a channel that created “Boa vs. Python” and “Bats: Human Harvest”.
5 Mark Blankenship // Apr 24, 2009 at 10:25 am
Snap! You’re right, Russ. I forgot that it was on Comedy Central first. (And I didn’t know it was on a local station before that.)
6 Dandy Darkly // Apr 24, 2009 at 2:51 pm
Collin: buuuut yet you’re talking about it…
So seems to have done it’s job to me. Point goes to Aztec Rex.
In fact, could the name change simply have been to draw brand attention? If so – well played SyFy. Well played.
7 JennyM // Apr 24, 2009 at 3:03 pm
And I remember reading an article about the name change where one of the justifications for the change was that “Syfy” is easier to text than “SciFi” — there are what, about three extra key-strokes with that pesky “c” in there? That also seems incredibly lame to me, but then, I’m a Luddite and also, I don’t watch Scyfiyiiy very often. But I think I will refer to it now, when I refer to it at all, as “Siffy.”
8 Deanna // Apr 24, 2009 at 3:55 pm
It’s been so long since they’ve actually been a science fiction channel (or at least one that a science fiction fan would be willing to claim), this is probably appropriate.
9 Slap Club | SlapClap // Apr 24, 2009 at 6:44 pm
[...] a rebranding attempt straight out of an episode of Celebrity Apprentice, the SciFi network is now the SyFy network. Good job Clint [...]
10 Russ Jackson // Apr 24, 2009 at 9:36 pm
By the way, I’m changing my name too. From now on I’ll be “Ryss Jycksyn”.
11 Ricky // Apr 28, 2009 at 1:28 pm
I think it’s also a problem that “SyFy” doesn’t mean anything outside of the context that it used to be “Sci Fi.” It’s a meaningless word, invented by a marketing team.
12 Mark // Apr 29, 2009 at 3:03 pm
And THIS is why we click, MB.
Having heard this ridiculous story one day a few weeks ago, I found myself distracted for several hours wondering why the brand change when… it isn’t REALLY a change but… a dumbing down? I mean if they’re trying to shorten it, does one letter make a difference? Will people really know how to pronounce it and thus make the connection to what type of entertainment the channel carries? As Ricky said, it is a meaningless word. Simply mind-boggling. I love that you snakily referenced MST3K, as well. I’m sure THOSE GUYS would have some riffing to do on said subject. Much like when Spike became whatever it was after being CMT for a while, I throw up my hands and turn to the History Channel. Yay, another Hitler documentary!
13 Mark // Apr 29, 2009 at 3:07 pm
And actually MST3K made the move from KTMA (Minneapolis) to the Comedy Channel, which merged with Ha!TV to become Comedy Central, if memory serves. SciFi hasn’t been the same since they let that show go and started showing crap like UFO hunters.
14 bluz // Jul 7, 2009 at 11:59 pm
SYFY just SUX!
15 Sarah // Jul 8, 2009 at 2:37 am
I agree it would be appeasing all those snobby good for nothing people who always have something to complain about.
Ha ha ha this is as bad as that rich post partum depressed woman who would go into marshals in la jolla and fill her basket to the brim with clothes and leave it there in the changing room.
Just for fun and then take off. One time she even pooped in the changing room.
The idea of changing something so simple …in my opinion comes from a person who lacks confidence in his
Company. It would be all wrong to change things I agree with your statement..
“why fix something that isn’t broken”
Leave a Comment