January 19, 2016

What was the TV Channel?

Founded by Pat Robertson in 1977, ABC Family changed names six times, evolving from The Christian Broadcasting Network to The CBN Cable Network to The CBN Family Channel to The Family Channel to Fox Family to ABC Family and, as of last Tuesday, to Freeform. Historically, it's been a brand in search of a center, never quite sure what it wanted to be. ABC’s research suggested that most people outside its existing viewership bubble still associate ABC Family with "wholesome," "family" entertainment and not much else, so they’ve renamed the channel to compete in the age of unbundling.

 ABC Family rebrands to Freeform

Topics: Branding, Vertical - Entertainment and Media, Moms