The rebranding is aimed at capturing the essence of the network and the “Becomer” audience who views the network – viewers ages 14-34.
“Freeform evokes the spirit and adventure of our audience,” said ABC Family President Tom Ascheim. “Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family.”
In a press release ABC Family said the name Freeform “speaks to the mindset and attitude of what the channel has defined as Becomers” – high school, college, and the decade that follows.
The network is home to hit shows including Pretty Little Liars, The Fosters, Young and Hungry, and Baby Daddy. All of those shows are returning in 2016 with two new shows premiering – Shadowhunters and Recovery Road.
ABC Family debuted as CBN Satellite Service in 1977 and rebranded as CBN Family Channel in 1988. It has also been known as The Family Channel and Fox Family Channel before becoming ABC Family in 2001.
The news of the rebranding is being shared on all of the network’s social media platforms as part of the user-generated campaign where fan are encouraged to submit photos to Freeformfan.com while explaining how the word Freeform is inspired by their lives.