Syfy to extend its rebranding globally in '10

Contributed by
Dec 14, 2012

Syfy is extending its rebranding globally in the wake of the successful rebranding of the U.S. channel on July 7, 2009, starting with France, the network announced today.

That follows the network's most successful year in key demographics and a record-setting fourth quarter, following the change to Syfy.

Following are the official announcements with all the details. (It was also SCI FI Wire's best year so far, but we're just sayin'.)

Oh, and why did Syfy change its name? Here's a FAQ. Want an outside assessment of the rebranding's success? Here's Advertising Age.

SYFY ADVANCES MARKETING DUO AS BRAND EXPANDS GLOBALLY AND INTO NEW BUSINESSES

BLAKE CALLAWAY UPPED TO SVP MARKETING, BRAND AND STRATEGIC

MICHAEL ENGLEMAN UPPED TO SVP MARKETING, GLOBAL BRAND STRATEGY AND CREATIVE

New York, New York - January 5, 2010 - Building on its highly successful brand evolution to Syfy on July 7, 2009, Dave Howe, President, Syfy, announced today the promotions of the two key marketing executives responsible for orchestrating the strategic growth initiative. Blake Callaway will become Senior Vice President, Marketing, Brand and Strategic and Michael Engleman advances to Senior Vice President, Marketing, Global Brand Strategy and Creative, effective immediately. Both will report to Howe.

"Michael and Blake are strong leaders whose branding and marketing expertise have helped drive Syfy to record-breaking growth since the successful launch of our new brand evolution", said Howe in making the announcement. "As the Syfy brand continues to evolve and expand, their complementary new roles will provide important strategic and creative focus and direction to ensure that all areas of our business are fully aligned to meet our global and new business objectives, as well as drive maximum value for the Syfy brand across all areas of sales and marketing."

In his new role, Callaway 's responsibilities expand to include oversight of strategic marketing that drives advertising revenue and partnerships. He previously served as Vice President, Brand Marketing where he has managed the Syfy brand since 2005 and was responsible for the strategic development for all consumer-focused branding, marketing and promotions for Syfy and Syfy.com. In addition to leading the brand marketing team through the 2009 Syfy brand evolution, Callaway also lead the marketing campaign supporting the launch of Warehouse 13, Syfy's most successful series in its history. Callaway also helped spearhead the new business development team initiatives targeting new revenue streams, and he will continue to drive Syfy's reputation as a top entertainment cable channel for advertisers and consumers.

Prior to Syfy, Callaway was at the forefront of communication planning for innovative and media neutral advertising agencies such as Kirshenbaum Bond's Media Kitchen, and Merkley + Partners. Callaway also worked at leading Hispanic Communications Agency Lopez Negrete. At Media Kitchen he developed the communications plans for successful Syfy projects such as Steven Spielberg's TAKEN and Battlestar Galactica before joining the internal team. Prior agency assignments focused on a diverse portfolio of brands including Visa, Bank of America, Jet Blue, Fila, Timex, and Liberty Mutual Insurance.

As Syfy launches into over 50 territories in 2010, in his new role Engleman's stewardship of the brand will now extend internationally and will include on-going guidance of Syfy's global brand identity as well as promotional support for exported show content and international co-productions. Engleman will continue his oversight of Syfy's brand identity in the US, supervising the development of promotional and advertising campaigns for channel initiatives on all platforms and adjacent businesses. Engleman joined Syfy in March 2008 as Vice President and Creative Director, and was key creative architect of the launch of Syfy's new branding, leading an interdepartmental implementation team to its premiere this July. His creative direction established the network's highly successful multi-platform look and feel, its acclaimed brand films, new logo design and tagline. Engleman has also developed landmark campaigns in support of ratings winners such as Warehouse 13, Eureka, and Sanctuary.

Before joining Syfy, Engleman served as Vice President and Creative Director at CMT, Country Music Television, a division of MTV Networks. Directly managing four separate creative and strategic divisions, Engleman established a new channel brand position leading to record ratings growth. In addition to a variety of award-winning promotional and marketing campaigns, Engleman extended the CMT brand into a variety of successful off-channel business including Gaming, Theatrical Films, Publishing and Apparel.

Syfy is a media destination for imagination-based entertainment. With year round acclaimed original series, events, blockbuster movies, classic science fiction and fantasy programming, a dynamic Web site (www.Syfy.com), and a portfolio of adjacent business (Syfy Ventures), Syfy is a passport to limitless possibilities. Originally launched in 1992 as SCI FI Channel, and currently in 95 million homes, Syfy is a network of NBC Universal, one of the world's leading media and entertainment companies.
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December 30, 2009
JULY 7 BRAND EVOLUTION POWERS SYFY TO MOST-WATCHED YEAR IN HISTORY AMONG WOMEN 18-34, WOMEN 18-49 AND WOMEN 25-54

RECORD-SETTING SIX MOST-WATCHED MONTHS INCLUDES BEST FOURTH QUARTER EVER IN TOTAL VIEWERS, ADULTS 18-34, ADULTS 18-49, WOMEN 18-34 AND WOMEN 18-49

SYFY'S THREE MOST-WATCHED ORIGINAL SEASONS AIRED IN 2009 -- WAREHOUSE 13, EUREKA AND GHOST HUNTERS

Syfy.com Posts Most Trafficked Year Ever in All Key Metrics

NEW YORK - December 30, 2009 - Powered by the game-changing July 7 brand evolution, 2009 became the most watched year in Syfy's 17-year history among Women 18-34, Women 18-49 and Women 25-54.

Along with its #8 finish in Adults 18-49 for 2009, this marks Syfy's best Fourth Quarter ever among total viewers, Adults 18-34, Adults 18-49 (finishing #6, up from 2008's 4Q #9 finish) and the key women's demos (Women 18-34 and Women 18-49).

Audience gains were fueled by a diverse, imagination-driven programming schedule led by freshman sensation Warehouse 13, Eureka (3rd season), Ghost Hunters (5th season) and Destination Truth (3rd season)-- all hitting series highs in 2009 -- along with the Friday one-two punch of Stargate Universe (first season) and Sanctuary (2nd season).

2009 Brand Evolution (July-December)
During this period, Syfy soared to the #5 slot among cable entertainment networks in Adults 25-54 (751,000) and #6 in Adults18-49 (668,000).
Along with the most-watched six-month period ever in total viewers and Adults 18-49, the brand evolution sparked the channel's top July-December performance among Adults 18-34 (averaging 267,000 viewers), Adults 18-49 (668,000), Adults 25-54 (751,000), and total viewers (1,386,000) compared to previous July-December time periods

This also generated new viewers (vs. 3Q '08) with total viewers +12%; Adults 18-34 + 19%; Adults 18-49 +13%, and Adults 25-54 +11%.
Syfy out-delivered its upscale viewers by +11% among Adults18-49 with $75K+ income and +17% among Adults 18-49s with $100K+ income

Fourth Quarter Ratings Highlights (vs 4Q '08)
Syfy finished as the #6 entertainment cable entertainment network in both Adults 25-54 and Adults 18-49, improving over last year's 9th place Adult 18-49 ranking
Syfy placed in the top 10 among total viewers, all key male demos and among Women 25-54
Syfy jumped +15% in Adults 18-34 (289,000), +10% in Adults 18-49 (699,000), +6% in Adults 25-54 (766,000) and +4% in total viewers (1,396,000)
Syfy rose +18% in Women 18-34 (132,000), +13% in Women 18-49 (334,000) and +8% in Women 25-54 (357,000)
Syfy also leaped +13% in Men 18-34 (157,000), +8% in Men 18-49 (365,000) and +4% in Men 25-54 (409,000)

2009 Ratings Highlights
Syfy was the 6th ranked entertainment cable entertainment network among Adults 25-54
Syfy ranked #8 among Adults 18-49, improving over last year's 9th place finish
Syfy also finished in the top ten among total viewers and Men 18-34, Men 18-49 and Men 25-54
Year-to-date, Syfy improved its upscale deliveries by +13% in Adults 18-49 with $75K+ income and +17% among Adults 18-49s with $100K+ income, in addition to garnering its best year ever in Women 18-34, Women 18-49, and Women 25-54.
2009 Syfy Programming Highlights
Warehouse 13
The most successful series in Syfy history, Warehouse 13 averaged a 2.8 HH rating, 1.62 million Adults 18-49, 2.03 million Adults 25-54 and 3.9 million total viewers. This is the highest-rated and most-watched season ever for a Syfy original series in Adults 25-54 and total viewers.

Eureka
The second half of Eureka's season three delivered a 2.3 HH rating, 540,000 Adults 18-34, 1.38 million Adults 18-49, 1.7 million Adults 25-54 and 3.15 million total viewers.
This marks the first time Eureka has averaged over three million total viewers for a season and is also the program's best performance ever in Adults 18-34 and
Adults 25-54.

Ghost Hunters
Best season ever for any Syfy original series in Adults 18-34, Adults 18-49, Women 18-49 and Women 25-54.
Ghost Hunters shattered the franchise record in total viewers (2.99 million), Adults 18-34 (834,000) Adults 18-49 (1.845 million) and Adults 25-54 (1.92 million), along with a 2.1 HH rating. Compared to season four, this represented increases of +5% in HH rating, +7% in total viewers, +11% in Adults 18-34, +7% in Adults 18-49, +8% in Adults 25-54 and +17% in Women 18-34.

Destination Truth
Destination Truth's season three averaged a 1.6 HH Rating, 2.2 million total viewers, 659,000 Adults 18-34, 1.3 Million Adults 18-49 and 1.38 million Adults 25-54, far and way its best season ever in the key demos.

Stargate Universe
The full season which includes Live + 7 DVR viewing data, Stargate Universe's first year has averaged 2.57 million total viewers, 1.63 million Adults 25-54, 1.43 million Adults 18-49 and 600,000 Adults 18-34, along with a 1.9 HH rating.
Compared to the 2008-09 Stargate Atlantis season 5, SGU jumped 51% in Adults 18-34, 33% in Adults 18-49, 28% in Adults 25-54 and 22% in total viewers.

Sanctuary
Sanctuary Live+7 DVR viewing data for its second season to-date is averaging a 1.6 HH rating, 2.1 million total viewers, 1.245 million Adults 25-54 and 967,000 Adults18-49.

Scare Tactics
The fall season averaged a 0.96 HH rating, 355,000 Adults 18-34, 767,000 Adults 18-49, 768,000 Adults 25-54 and 1.39 million total viewers.
Compared to the Fall 2008 season, Scare Tactics was up +11% in Adults 18-34, +28% in Adults 18-49, +24% in Adults 25-54 and +26% in total viewers.
Syfy.com (preliminary final 2009 data)

2009 marks Syfy.com's best year ever in all key metrics with double digit increases year to year across the board 3.6 million unique users (+11% vs 2008); 5.7 million visits (+14%); 33.7 million page views (+16%); 5.3 million video streams (+39%)

Time spent is 15.7 minutes per visit (+33%) and 25.2 minutes per unique (+38%)

Syfy Game Center, SCI FI Wire, DVICE and Fidgit all delivered their best years ever in page views as well

Syfy Rewind has its best year ever in streams and time spent
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