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Syfy’s Dave Howe Talks Rebranding a TV Network

It was just over a year ago, on July 7, 2009 that NBC Universal’s Sci Fi channel became Syfy. The network’s President, Dave Howe, was charged with overseeing the campaign. We sat down with Howe to discuss what the network has learned in the year since the change. He emphasized that the “Sci Fi” name had put the network into something of a corner, and that the network needed to adapt.

“What we wanted to do is create a brand identity that works, doesn’t deter people, and gives them permission to come sample our shows. We want to be a gender balanced upscale, younger skewing network if we possibly can be,” Howe says.

We also discussed Syfy’s efforts to lure more female viewers to the network and “The Syfy Effect,” the new trade marketing campaign targeting advertisers that may not have previously bought airtime on the channel.

“[The new brand campaign] makes sense to advertisers, who in the past maybe didn’t consider Syfy because maybe it was a bit too narrow, a bit too niche,” he added.

Part 2: Syfy’s Dave Howe on The Network’s Programming Strategy

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