TCA: Tom Ascheim—Freeform Moniker Won't Hurt Network

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Complete Coverage: TCA Winter Press Tour

Pasadena, Calif. -- ABC Family’s name conversion to Freeform won’t hurt the network by losing its name identification with parent Disney/ABC company, according to Tom Ascheim, president of the network.

Ascheim, speaking at the network’s TCA winter press tour session, said the name Freeform was chosen after extensive research with its core “becomers” audience, which ranges from high school to late 20s.

While the ABC/Disney name offers distinct brand identity, Ascheim said it was more important to provide a name that its audience can better identify with.

Go to multichannel.com for the full story.

R. Thomas Umstead
R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.