SciFi Channel to rebrand as SF

By David Knox on July 18, 2012 / Filed Under Pay TV 13

From Monday the SCI FI Channel will rebrand as SF.

The SF rebrand will be supported with a new tagline “we are sci fi” and a revolving set of “we are…” descriptors that have been developed to showcase content on the channel. Taglines such as “we are insatiable”, “we are drama,” “we are romance” will follow.

The change follows the US SciFi channel rebranding as Syfy in order to shift away from notions it only had shows with UFOs and aliens. But US fans reacted with hostility to the name change.

The SCI FI Channel was launched in Australia in 2006 and is one of the most popular tier offerings on Foxtel.

The new SF rebrand was born from a partnership between the SCI FI channel team and award winning brand consultants Ink Project with a mission to maintain the loyalty of core viewers and excite and delight those new to the channel.

The SF brand makes a bold statement that the channel is proudly committed to its Science Fiction content. SF captures the breadth of the genre, the depth and accessibility of our programming line-up and upcoming premium content, which encompasses fantasy, supernatural, drama, comedy, and the paranormal.

“The SF rebrand brings a cracking new energy to our line up of great shows. Ink Project and our in-house team have excelled in delivering the new look.”, said Peter Hudson, CEO, SF.

An inspiring suite of SF idents have been designed by Ink Project to entice and energise the viewer with cinematic imagery and a broad spectrum of interesting characters. Each character holds a distinctive point of difference, reflecting the depth of genres available on SF.

Absorbing, accessible and adventurous – SF has an inspiring line up of quality programs. Only on Foxtel will you find Lost Girl, Hollywood Treasure, Ghost Hunters International and Todd & the Book of Pure Evil. Add to that Warehouse 13, Sanctuary and ALPHAS – first on Foxtel and television favourites such as, Stargate SG-1, Buffy the Vampire Slayer, Charmed and the ever popular world of Star Trek.

It’s surprising what you’ll find on SF.

13 Comments »

  1. David Knox July 20, 2012 at 5:21 pm -

    Not owned by Foxtel.

  2. Hoin July 20, 2012 at 5:16 pm -

    The SF Channel? As in San Francisco? Does that mean they are finally starting a gay channel to counterbalance the propaganda on their Christian channel?

    Oh no, it’s just the same old crap rebranded. Foxtel misses yet another golden opportunity to attract thousands of upwardly mobile, cashed-up subscribers.

  3. David Knox July 19, 2012 at 12:32 pm -

    Actually the Press Release included a Dr Who pic plugging the 5:30 weeknights screening.

  4. Matthew See July 19, 2012 at 12:28 pm -

    “….and the ever popular world of Star Trek.”

    Peter Hudson does not have any credibility with me with this emphasis on Star Trek. I am not disputing the popularity of Star Trek but it seems that he was reading from a script prepared for him than actually knowing what he was talking about. In fact the reruns of Star Trek is a reason why I don’t watch Sci Fi/SF for most of the time and there is an obvious Star Trek bias. I don’t dislike Star Trek but I do dislike the oversaturation with its promotion.

    The fact that he did not even mention Doctor Who rather tells me that each of the Doctor Who episodes that have been shown or will be shown on Sci Fi/SF was with the intention of showing them once in a screening cycle. The fact that Sci Fi/SF are even showing Doctor Who is for no other reason than to appease Doctor Who fans like myself.

  5. bill July 19, 2012 at 8:17 am -

    As long as they show the new series of Warehouse 13 soon, I don’t care what they call themselves

  6. Russell July 19, 2012 at 1:27 am -

    I wonder why they didn’t go with SyFy.

    The whole reason they changed the name was Sci Fi was not trademark able. And when you did a net search on Sci Fi – a billion things come up.

    Of course they wanted a name like Yahoo, google, netflix, nike etc – when you goggle Syfy – one thing now comes up – the SyFy channel.

    Byt SF – hardly distinc

  7. OnePotChef July 19, 2012 at 12:28 am -

    Another pointless rebranding of a channel. They aren’t changing the content, just the logo and idents. We know what’s on the channel, and somehow I doubt “SciFi” leaves anyone confused about the nature of the content. “SF” certainly doesn’t make things any clearer!

  8. wwenrl July 18, 2012 at 4:35 pm -

    I think the SF logo looks like Crap!! They should of put the new SyFy logo instead, it looks the best of all of them anyway!!!

  9. D@GP July 18, 2012 at 4:03 pm -

    The Styffy Channel would have attracted the wrong kind of viewer…

  10. Jake S July 18, 2012 at 3:00 pm -

    Wow, how many Foxtel channels are just letters that supposedly stand for something now: SF, FX, W, UKTV, E!, TVSN, ACC, NITV, FMC, TCM, ESPN, TVN, A&E, CI, TLC, APAC, CCTV, [V], MTV, …

  11. Shiraz July 18, 2012 at 2:22 pm -

    I don’t mind the logo, but it seems to be confirming a message that true Sci Fi is disappearing and being replaced with “supernatural & paranormal” content. If you don’t believe me just have to look at the list of shows mentioned, most are either supernatural or paranormal based. It’s a shame to see true Sci Fi disappear. Oh well, I still have my old favourites to watch on DVD, and I still hold out hope that one day we’ll get something new and perhaps even as good as Stargate or BSG…

  12. Craig July 18, 2012 at 12:21 pm -

    About time, the old logo is looking tired.

    OT – I think my reception has improved on all channels since Foxtel took over from Austar. Used to get loads of interference, even in clear weather. Made PayTV almost unwatchable some times.

  13. tomothyd July 18, 2012 at 11:45 am -

    I can see the idea behind the rebrand, but just looking at the TV guide will show you what the channel offers. I dont mind the logo change, glad they didnt go with SyFy.

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