Sci-Fi Channel to Rename Itself Syfy

AdAge, March 16, 2009, By Andrew Hampp

Scott Davis, a partner at Prophet, a global marketing consultancy, who has worked with Sci-Fi on previous branding initiatives but was not active in the rebranding process, said, "Sci-Fi has really gone from being a cable channel that focused on sci-fi to a relationship- and experience-based brand. When you commit to making a brand of that kind of magnitude, you have to figure out how to make it as accessible as possible."

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