Okay, no one is ever going to mistake me for someone on the cutting edge of cool. For crying out loud, my blog name is the Latin word for "uncertain" and it was the pseudonym Seamus Heaney published under while an undergraduate. Factor in that the way most people pronounce it sounds vaguely sexual--the "c" is supposed to sound like "k" y'all--and this place is a nerd sanctuary. So color me confused as to why changing the name of the Sci-Fi channel to SyFy is supposed to somehow make the channel less nerdy.
The network worked with the branding consultancy Landor Associates and went through about 300 possibilities before selecting Syfy.Wow. And how do those original movies make you feel? I know what seeing Mansquito or Baal: The Storm God on the TV Guide channel achieves, communication-wise, but I doubt you'd like it.
“When we tested this new name, the thing that we got back from our 18-to-34 techno-savvy crowd, which is quite a lot of our audience, is actually this is how you’d text it,” Mr. Howe said. “It made us feel much cooler, much more cutting-edge, much more hip, which was kind of bang-on what we wanted to achieve communication-wise.”
This post isn't meant to crap all over the Sci-Fi channel. Even though Battlestar Galactica has been painfully uneven for the last two seasons, it's still pretty good television, and they show Doctor Who, even though they do it a couple of weeks after it's available via other sources. Amy and I fell absolutely in love with Eureka--can't wait until that's back on the air. So I actually like the channel--the only other channel I watch as regularly, I'd guess, is the Food Network--but this kind of decision making?
The series, about a secret government facility in South Dakota where all mysterious relics and supernatural souvenirs are housed, is emblematic of the channel’s programming direction.That sounds like a big hunk of suck on top of a crap mountain. Good lord.
“It is a dramedy and it is set in the here and now. It’s a kind of an Indiana Jones meets ‘Moonlighting’ meets ‘The X-Files,’” Mr. Howe said. “This is a very accessible, relatable, fun show.”