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SyFy Channel ‘House of Imagination’ advert

Agency: 4Creative

Client: SyFy Channel

With more special effects than you can shake a stick at comes this new work to promote US broadcaster, the SyFy Channel.
Previously known as the Sci Fi Channel, this amazing film is to promote a re-brand . Why the re-brand?

“Although we love the name Sci Fi, because it's a generic term, we can never own it. As the way people watch TV changes, that's becoming a growing issue for us. When we started out 16 years ago, we had one cable network in the US and everyone watched TV live,” explained the company in a statement.

“By the end of 2009, we'll be in 50 countries, our content will be distributed across dozens of new platforms - from Hulu and iTunes to mobile phones and game consoles - and a growing number of viewers no longer watch live.”

It continued, “That creates problems we've never had before, such as when a search for a "sci-fi show" might not turn up any results for a ‘Sci Fi show’, when we compete in other countries with another network that uses "sci-fi" in its title, and on the text-based menu systems used on many devices, where the name Sci Fi and the category ‘sci-fi’ are indistinguishable.

“As we expand our brand into new areas such as gaming and technology, Syfy will also help people tell the difference between a game that we're involved with and the hundreds of other sci-fi games out there that we're not. “

The statement concluded, “Syfy is also our way of getting our unique programming point of view across (see next answer). As you may have noticed, we've always aired shows that many people wouldn't consider strictly science fiction: Fantasy, paranormal, etc. Syfy is a way to recognize that, and a way to make our programming more accessible to a broader audience. “

“The incredible possibilities that our new name unlock are extremely exciting. As imagination's greatest enthusiasts, we're thrilled to leave the beaten trail, experience the world from a new perspective, and begin a new journey. And by living this commitment to imagination, we know we'll provide greater entertainment for our fans.”

So, now you know.

AJR
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