SciFi to be Syfy: Who You Calling Human?

Rebranding contortions are often funny. This one especially because it’s such a bald-faced attempt to run away from a label that very few people really care about…and because Dave Howe took a not-so-subtle backhanded swipe at the ScFi channel’s (presumed) current audience. You really have to read the whole thing to get the flavor, but here’s the funniest part:

“What we love about this is we hopefully get the best of both worlds,” Mr. Howe said. “We’ll get the heritage and the track record of success, and we’ll build off of that to build a broader, more open and accessible and relatable and human-friendly brand.”

So who was watching in 2008? Weren’t those humans? And if Syfy is going to be more human-friendly, where will all of that other audience go? This might be a real chance for the Nonhuman Network to get off the ground.

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