ABC Family (soon to be Freeform) president Tom Ascheim spoke at the Television Critics Association winter press tour on Saturday, defending the channel's name change. Earlier press releases said the channel was targeting "Becomers," a kind of vague, made-up moniker that "represent a life stage rather than a generation." (Maybe "Millennial" has been overused?) Ascheim expounded, saying the name "Freeform," at which they arrived after focus group studies (though the participants weren't asked how they felt about the name replacing "ABC Family," which seems kinda important), was intended to evoke a sense of freedom, the coming-of-age demographic that he described as the age range “between your first kiss and your first kid.” He said the name encapsulates the "moment in our media heritage we’re all experience where content is coming in shape, size and format on every screen. [Freeform] seems to promise to deliver on that expectation that our young audience is having.” The name change will happen January 12, and will not affect the upcoming season of Pretty Little Liars, so don't worry.
Trending Video on Vulture
Most Watched on Vulture
Most Viewed Stories
Taylor Swift Performs ‘This Is What You Came For’ During Only Concert in 2016, Giving the People That For Which They Came — More or Less
Why Saturday Night Live Destroys Trump, and John Oliver Doesn’t
Every Episode of Black Mirror, Ranked From Worst to Best
Alec Baldwin’s Donald Trump and Kate McKinnon’s Hillary Clinton Return to SNL for One Final Debate
SNL Spoofs the Age-Old Question: How the Hell Is This TV Drama Considered a Comedy?
Jennifer Lopez’s New NBC Show Has the Most Absurd Title Ever
Anne Hathaway Truthers, Rejoice: She Admits She Faked Her Way Through That Oscar Acceptance Speech
The Korean Gothic Lesbian Revenge Thriller That’s Captivated Cannes
The 26 Best TV Shows to Binge-Watch in 20 Hours or Less
Deadpool 2 Loses Its Director Over Creative Differences With Ryan Reynolds
Latest News from VultureRemembering Preacher's Steve Dillon, a Subtle Titan of Comics Art
What he did better than just about anybody was tell stories using the human form.Taylor Swift’s Groping Lawsuit Deposition Released: ‘I Remember Being Frantic, Distressed, Feeling Violated in a Way I Had Never Experienced Before’
Stemming from her lawsuit involving a 2013 concert.Saturday Night Live Recap: Welcome Back, Tom Hanks
Who wouldn't want a night of light frivolity with America's Dad?Take a Little Time and Listen to Joanna Newsom’s Unreleased Song ‘Make Hay’
Originally recorded for 2015's Divers.Ruth Bader Ginsburg to Make Her Opera Debut, But Don’t Worry, It’s Just a Side Hustle
In Donizetti’s Daughter of the Regiment.Knock, Knock! Miley Cyrus Wants to Know If You’re Voting for Hillary Clinton
Some lucky college students were involved.Benedict Cumberbatch and Solange Will Combine Forces on SNL November 5
It'll be SNL's last episode before the election.Tom Hanks Fulfills All of Your Hopes and Dreams By Pretending to Be Your Dad for Four Minutes
Daaaaaad!SNL Spoofs the Age-Old Question: How the Hell Is This TV Drama Considered a Comedy?
Move over, Jeffrey Tambor.Alec Baldwin’s Donald Trump and Kate McKinnon’s Hillary Clinton Return to SNL for One Final Debate
"I have personally met with the Mexican President. I forget his name, I think it was something like Mr. Guacamole. I'm sorry, excuse me, Señor Guacamole."
"I've never played this song live before."In a Move You Can Probably Domo Arigato Mr. Robot for, NBC Is Adapting Hacker Film Sneakers
The original film starred Robert Redford and Ben Kingsley.Sky Ferreira to Do a Lot of Rockin’ and Headbangin’ in a Black Metal Film
Called Lords of Chaos.Ryan Gosling Was Almost Cast on Gilmore Girls, and Other Things We Learned From the Show’s Fan Fest
He would have had a small role as a football player.Nobel Academy Member: Bob Dylan’s Silence Is ‘Arrogant and Impolite’
Shots fired from a Swede.Does Amy Schumer’s ‘Formation’ Video Finally Make You Want to Sign Up for Tidal?
Jay Z approved, ostensibly.Preacher Co-Creator And Comic Book Great Steve Dillon Has Died
The English artist began his professional comic book career at 16.Deadpool 2 Loses Its Director Over Creative Differences With Ryan Reynolds
Sorry to see you go, Tim Miller.Hey, So Why Is The Simpsons’ Itchy & Scratchy Making A Murderer Parody So Chilling?
Mousetrapping A Murderer.Vince Neil Pleads Guilty in Las Vegas Battery Case (You Know, the One That Involved Nicolas Cage)
No jail time.