This is an article on the SyFy 'branding'. Relative excerpt quoted:
http://www.broadcastingcable.com/art...d_Strategy.php
Syfy's Two-Pronged Rebrand Strategy
Plans big marketing push; buys up negative domain names
By Marisa Guthrie -- Broadcasting & Cable, 6/22/2009 12:00:00 AM MT
NBC Universal's Sci Fi is giving away the Internet to promote its July 7 rebrand to Syfy, but is also taking away a few choice domain names in the process. The cable outfit will promote its rebrand with a flurry of marketing initiatives, including giveaways of free wireless access at various locales in New York City (dubbed WyFy From Syfy, of course).
.............
Sci Fi executives, however, know there are still detractors in the network's legendarily passionate demo. So they took pre-emptive measures, snapping up several negative domain names including SyfySucks.com. Some still got through the cracks, such as NoSyfy.com. That site inveighs against the network's “wrestling and ghost hunting” programs and conveniently supplies Howe's office phone and e-mail address.
Nevertheless, Howe says, “I haven't had an e-mail for two months despite the fact that my name is very prominent in chat rooms and on message boards. When we cancelled Stargate Atlantis, I had upward of 150 e-mails a day for six months. So the fact that I've had fewer than 20 e-mails in four months says to me that people really do understand why we're doing this.”
REST AT LINK ABOVE
http://www.broadcastingcable.com/art...d_Strategy.php
Syfy's Two-Pronged Rebrand Strategy
Plans big marketing push; buys up negative domain names
By Marisa Guthrie -- Broadcasting & Cable, 6/22/2009 12:00:00 AM MT
NBC Universal's Sci Fi is giving away the Internet to promote its July 7 rebrand to Syfy, but is also taking away a few choice domain names in the process. The cable outfit will promote its rebrand with a flurry of marketing initiatives, including giveaways of free wireless access at various locales in New York City (dubbed WyFy From Syfy, of course).
.............
Sci Fi executives, however, know there are still detractors in the network's legendarily passionate demo. So they took pre-emptive measures, snapping up several negative domain names including SyfySucks.com. Some still got through the cracks, such as NoSyfy.com. That site inveighs against the network's “wrestling and ghost hunting” programs and conveniently supplies Howe's office phone and e-mail address.
Nevertheless, Howe says, “I haven't had an e-mail for two months despite the fact that my name is very prominent in chat rooms and on message boards. When we cancelled Stargate Atlantis, I had upward of 150 e-mails a day for six months. So the fact that I've had fewer than 20 e-mails in four months says to me that people really do understand why we're doing this.”
REST AT LINK ABOVE
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