Sci Fi Channel is changing its name to Syfy on air and online beginning July 7, Dave Howe, the U.S. network's president, announced Monday.

ADVERTISEMENT

"By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider and more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction," the channel said in a news release. "It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and non-linear digital platforms, new international channels and extend into new business ventures."

"While continuing to embrace our legacy and our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and reflects our broader range of programming," Howe said in making the announcement. "Syfy allows us to build on our 16-year heritage of success with a new brand built on the power that fuels our genre: the imagination. Syfy ushers in a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand."