Disney is Rebranding ABC Family to Reach Younger Viewers

Starting in January 2016, cable channel ABC Family will be renamed Freeform as part of a rebranding effort to target a younger audience. The new channel plans to shift from aging millennials to younger viewers, coined “becomes.” The name Freeform is meant to reflect the way today’s teens and young adults consume their media. The rebranded channel does not have a logo yet, but a radical new approach is expected. “A Facebook video created to introduce the new name and look, for instance, relies on a rapid patchwork of fonts and images — appearing much more like MTV than Disney,” according to The New York Times.