Sharon and I were relaxing tonight when she stumbled onto the news (via Den of Geek) that the Sci Fi Channel has less than two months to live.
After what must have been months of focus group testing and millions spent on research, the giant brains at NBC-Universal have decided to re-brand Sci Fi. Why, you ask? According to Tim Brooks,
“The name Sci Fi has been associated with geeks and dysfunctional, antisocial boys in their basements with video games and stuff like that, as opposed to the general public and the female audience in particular.”
Uh huh. Look, these guys are making the same mistake nearly every corporation makes with a product that does well by superserving a core audience (although one can argue that SciFi has been drifting pretty far afield from “Sci” for years): somebody in management decides that if the network attracts X viewers by focusing on science fiction, it can probably draw X-plus-Y by broadening the programming mix to include more mainstream and female-oriented shows.
WRONG! This concept is so wrong it has look up to see stupid!
The only thing this idiotic name change will accomplish is to drive SciFi’s loyal viewers (like me and Sharon) to DVDs and our computers! It won’t win viewers from Lifetime or Oxygen but it will blow off the fans who stuck with SciFi in spite of pro wrestling and the mind-crushingly bad horror movies. This might be the thing that finally drives us to buy AppleTV!
Syfy? Really? My head a splode.
The only upside is that with incompetence like this loose in the world, I’ll always find work somewhere doing something.