April rebrand for Sci-Fi UK

Update Sunday 17.00: Universal Networks’ Sci Fi is to rebrand as Syfy in the UK from 22.00 on Tuesday April 13. The channel will also use the “Imagine Greater” tagline that was first seen in the United States last July.

The new line-up will feature the UK premiere of V, a reworking of the 1980s mini series, and the action drama Human Target.

“The rebrand allows us to build on the fantastic heritage of the channel and loyalty of our fans whilst further broadening the appeal of our existing range of great content,” said Laurence Dawkin-Jones, MD (UK) Universal Networks International. “These fantastic new shows are completely aligned to Syfy’s new “Imagine Greater” brand message and tagline which asks viewers to look beyond the ordinary and discover the extraordinary.”

Unlike Sci Fi, which also describes a specific genre, Syfy will extend the brand to include fantasy, supernatural, reality, mystery, action and adventure. The rebrand is part of NBC Universal’s plan to reposition its mini-pay channels around five core brands; – Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel.

In Russia and the CIS, Sci Fi will relaunch in April with Battlestar Galactica prequel Caprica and Eleventh Hour with Rufus Sewell. In Poland, Romania and Balkans, the feed will continue as Sci Fi for the time being.

The Hallmark Channel will be rebranded as Studio Universal, across Africa, on March 24.