ABC Family is distancing itself from its sister network, ABC, with a new rebranding. As of January 2016, the network will be known as Freeform.
According to the network's press release, the change is part of an evolution that will strengthen the network's service of a the younger-skewing group of 14-34-year-olds the network is calling "becomers."
"Freeform evokes the spirit and adventure of our audience," ABC Family President Tom Ascheim said in a statement. "Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family."
The network sees "becomers" as people in high school, college, and the following decade who are experiencing life's firsts.
"[They] are navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak – all the firsts that exists between who they are and who they want to become," the network explained.
There are apparently 2 billion "Becomers" worldwide, according to ABC Family.
Freeform will continue to air the early-2016 returns of “Pretty Little Liars,” “The Fosters,” “Young and Hungry, and “Baby Daddy, as well as new original series “Shadowhunters,” and “Recovery Road.” New series and renewal announcements will be made later this month.
It intends to double the network's original programming over the next four years.
Watch a teaser about the rebrand below:
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