Disney Renames ABC Family and Hopes 'Freeform' Will Better Reflect Its Edgier Content

Cable network considered 3,000 name options

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After becoming the No. 1 cable network in women 18-34 for the first time last season, ABC Family would seem to be sitting pretty, but the second half of its name has become a huge obstacle as it seeks even more viewers. While the network's audience knows it as the home of edgy teen and young adult dramas like Pretty Little Liars, nonviewers have a far more chaste perception of ABC Family.

In network surveys, "we only overindex on two variables with nonviewers: 'family-friendly' and 'wholesome,'" said ABC Family president Tom Ascheim.



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