Science Channel Rebranding As Science
Unveils new logo; new on-air look to launch June 8
By Andrea Morabito -- Broadcasting & Cable, 4/5/2011 10:15:34 AM
Discovery Communications is rebranding its Science Channel as Science, with a new logo and a new on-air look debuting on the network on June 8 in conjunction with the season two premiere of Through the Wormhole With Morgan Freeman.The interactive logo, called "Morph," will change shape, texture and sound to represent "the potential of the future while displaying a willingness to reshape current reality."
Dropping "Channel" from the network name was done to better reflect the new programming launched in the first quarter like An Idiot Abroad and Firefly that are on the edges of science, says Debbie Adler Myers, executive VP and general manager of Science.
"We've been crafting programming that takes science out of the box and pushes the edges to all the cool subcultures of science, and it's been working, it's been 16 months of hits," Myers told B&C. "So it was time to rebrand the network to what the programming reflected and the multiplatform spirit that we do. What you're seeing in the new logo, in the new filter on air is the dedication to the core of Science, but really redefining what science means and stretching the brand."
Science is carried in 68 million homes.
Talkback
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I hate the new logo. The old one was brilliant, a pun on the Periodic Table, it was instantly recognizable. This new thing makes it look like The Kingsford Channel, or the evil Black Oil from The X-Files, or just an anonymous blob of roofing tar. And it's just "Science" now? What, it's not a channel? Anyone remember ABC is Pop! Stupid stupid stupid...
Eric Skovan - 7/21/2011 10:13:16 PM EDT -
When will they learn to do the math?
They can have a small science-interested audience all to to themselves, or get a tiny share of the general audience that everyone and his brother is going after.
100% of 15% is better than 5% of 85%.
[Moreover, the science-interested audience has far more disposable income.]
David Scott - 4/10/2011 3:54:16 AM EDT -
SciFi is now SyFy and has Wrestling
Science Channel is now Science and has FireFly
History Channel?!
Soon to be renamed to History and play Quantum Leap?!
Heath Penwill - 4/6/2011 11:11:16 PM EDT -
If this were about science as much as ratings, there would be no need to change the "format" nor put a distracting logo in the corner--which is just more marketing, duh! Hello, American advertisers think people are stupid, and they perpetuate it as much as they can!
This maneuver is about money not science; it's really centered on American greed backed by compensated complicity in the face of needless and illusory authority. It's just like the history channel running crab boat shows or the Weather Channel running cop dramas: for some reason Americans believe that unless the profit is obscene it is not worth doing.
Way to ruin my favorite channel! As if I could afford it!
Loren Rye - 4/6/2011 8:06:04 PM EDT -
"We've been crafting programming that takes science out of the box..."
The "box" you refer to is labeled "SCIENCE", and it's where people look when they're in the mood for some SCIENCE. It is meant to contain SCIENCE, in other words. When you take the science out of the box and hide it somewhere else, you should replace the box's label.
Why not call the new channel "NotSci"? I bet you can trademark it.
Phil - 4/6/2011 6:43:49 PM EDT
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