SciFi Network to Become SyFy Network

Huh?:

In some universe, the name “Syfy” is less geeky than the name “Sci Fi.” Dave Howe, president of the Sci Fi Channel, is betting it’s this one.

To that end, the 16-year-old network—owned by NBC Universal—plans to announce that Syfy is its new name March 16 at its upfront presentation to advertisers in New York.

“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.”

Sci Fi is coming off the best year in its history. In primetime it ranked 13th in total viewers among ad-supported cable networks in 2008. It’s a top-10 network in both adults 18 to 49 (up 4%) and adults 25 to 54 (up 6%).

During its fourth-quarter earnings call, parent General Electric said Sci Fi racked up a double-digit increase in operating earnings despite the beginnings of the recession.

Nevertheless, there was always a sneaking suspicion that the name was holding the network back.

“The name Sci Fi has been associated with geeks and dysfunctional, antisocial boys in their basements with video games and stuff like that, as opposed to the general public and the female audience in particular,” said TV historian Tim Brooks, who helped launch Sci Fi Channel when he worked at USA Network.

Mr. Brooks said that when people who say they don’t like science fiction enjoy a film like “Star Wars,” they don’t think it’s science fiction; they think it’s a good movie.

“We spent a lot of time in the ’90s trying to distance the network from science fiction, which is largely why it’s called Sci Fi,” Mr. Brooks said. “It’s somewhat cooler and better than the name ‘Science Fiction.’ But even the name Sci Fi is limiting.”

Way to piss on your core audience. SyFy is how you spell SciFi in FAILese.

(via Shakesville)

Update:

Here is their new logo.

Looks like the SciFi network just changed their brand from one that is instantly recognizable to one that sounds like an abbreviation for an STD.

Heinlein’s Fan Mail Solution

From Conceptual Trends:

I found this letter in a folder of old correspondence from my days when I was editing at the Whole Earth Catalog. It is from the science fiction master Robert Heinlein.

Heinlein engineered his own nerdy solution to a problem common to famous authors: how to deal with fan mail. In the days before the internet, Heinlein’s solution was fabulous. He created a one page FAQ answer sheet — minus the questions. Then he, or rather his wife Ginny, checked off the appropriate answer and mailed it back.

(via Boing Boing)