ABC Family rebranding as Freeform

Disney’s US cable channel ABC Family is rebranding as Freeform.

The new moniker will come into force in January 2016, as The Walt Disney Company attempts to appeal to what it calls the ‘becomer’ generation – 14-34s.

Freeform’s programming will remain the same, with shows such as Pretty Little Liars, The Fosters and Baby Daddy returning early in the year.

Disney said “the name Freeform speaks to the mindset and attitude of what the channel has defined as becomers. Becomers are in high school, college and the decade that follows and are navigating the wonderful, fun, exciting and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak – all the firsts that exist between who they are now and who they want to become”.

ABC Family is part of the Disney/ABC Television Group, which in turn is owned by Disney.