NBC Universal-owned cable network will become SyFy starting in June.
The phonics-friendly moniker is part of a network-wide rebranding campaign that has been in the works for more than a year. It's an evolution that also includes a new logo and tagline -- "Imagine Greater" -- and will be announced Monday at the network's "upfront" presentation to advertisers for the new programing season.
The changes attempt to address longtime marketing goals at the network, as well as practical challenges that have stemmed from using a generic term as a brand name.
"We love being sci-fi, and we're still embracing that," said network president Dave Howe on Friday. "But we're more than just space and aliens and the future -- the three things most people think of when they think of 'sci fi.'"
Though at first blush more fantastical-looking than the current name, "SyFy" aims to telegraph that the channel is a unique destination without being so different from the current title as to lose the network's core familiarity.
"What this does is hopefully give us the best of both worlds," Howe said. "You keep the heritage, but also open up to a broader range of content."