SyFy Name Change Not So Stupid

Ratings up since 'Sci-Fi Channel' name was dropped
By Rob Quinn,  Newser Staff
Posted Dec 15, 2009 9:27 AM CST

(Newser) – The Sci-Fi Channel's bizarre name change to "SyFy" attracted near-universal mockery earlier this year, but it looks like the network's execs are having the last laugh. Ratings are up in double-digits across all key demographics since the name change, boosted by hit new series Warehouse 13 and the continued success of Stargate Universe and Sanctuary, both of which have been picked up for new seasons

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The five months since the name change had the highest viewing figures among 18- to 34-year-old demographic in the channel's 17-year history. "I can’t honestly say that because we changed the name we got all these good ratings, but I do think it was a contributing factor," network president Andrew Howe tells The Wrap. The name change was essential to escape a narrow brand identity, he says, "and it differentiates us from just being about the future and space aliens.” (Read more Sci-Fi Channel stories.)

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