My brain may experience a major meltdown at the absolute depths of stupidity that television execs are willing to descend to. The SciFi Channel has now changed their name to . . . The SyFy Channel! I guess we're all just supposed to call it "SyFy," thereby giving the name an extra dollop of coolness that it didn't have when we called it "SciFi."
If you fight the urge to throw your computer across the room and get past the headline, digging deeper into the press release will unearth the motive for this inane criminal act. Says David Howe, president of The SciFi Channel:
“When we tested this new name, the thing that we got back from our 18-to-34 techno-savvy crowd, which is quite a lot of our audience, is actually this is how you’d text it,” Mr. Howe said. “It made us feel much cooler, much more cutting-edge, much more hip, which was kind of bang-on what we wanted to achieve communication-wise.” (My emphasis)
In other words, über-wealthy, white, middle-age corporate puppets have such low self-esteem and feel so desperate to get back into the good graces of the younger generations (who HATE them) by adapting their lingo and rearranging a successful brand to appeal to the lowest common denominator. Seriously, gauging quality by how closely something resembles a text? Is the Idiocracy upon us already?
The brilliant corporate think tank that I'm sure SyFy/SciFi pays wheelbarrows of money to come up with such mind-numbing garbage has really done such a bang up job with the brand that Howe is happy to point out the net result of all of their effort by saying this incomprehensible dreck:
"So it’s changing your name without changing your name.”
Absolutely. Brilliant. Strategy. Retain your faithful fan base of 15 years and simultaneously attract new morons who could really care less about speculative fiction, but are compelled by the name SyFy like moths to a flame. Meanwhile, you've changed everything by changing nothing! So in essence, SyFy is just some vague Orwellian doublespeak (war is peace!) for new but old. And in any case, when said out loud (go ahead, vocally compare and contrast the two names SciFi and Syfy, see which one sounds cooler) it makes absolutely no difference at all anyhow.
In the end, the nerdy sci-fi fans like myself who would rather be sodomized with a hot poker than be a slave to "cool," will feel their world slipping even further away, following the trend set by Lucas et al. where the commodification of an idea trumps the idea itself, and empires can be built upon adult males who buy toys for themselves rather than flowers for girls.



