…drop the charade
The jig is up! ABC Family, after many years of confusing us all about the presence of “family” in its namesake, they’re dropping the name entirely.
So, what’s the new title? Maybe “ABC 2.0” or “Harry Potter Weekend HQ” or “We Will Continue to Rebrand Pretty Little LiarsUntil the End of Time” or “Where Great Hour-Long Programming Goes to Die.”
On a related note, if they think this will in any way affect the deep-seated distrust I’ve had for them ever since the one-two punch of cutting “The Middleman” and “Bunheads”—two of the network’s best pieces of original content ever.
Back to my main point, what’s the rebrand verdict?
A little lackluster, I know, but I have to give it to them, it covers all programming and sins, including the forthcoming Nicki Minaj comedy series (the genre seems ironic in this case).
I will say this, it makes a great hashtag. As long as they keep the Harry Potter Weekends coming, I’ll give #Freeform a chance.
USA Today: ABC Family is dropping ‘ABC’ and ‘Family’