Sci Fi Channel in brand evaluation to broaden audience
LONDON - Sci Fi Channel is repositioning its brand in an attempt to broaden its audience beyond science fiction fanatics.
It has hired strategic brand consultancy Branded to undertake a three-month evaluation project as it seeks to bolster its viewing figures.
The channel, which airs paranormal, fantasy and science-fiction films and programming, has an audience of about 3m a week.
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The agency appointment follows the recruitment of Nick Betts, former UKTV commercial director, as managing director last year.
Sci Fi Channel is owned by NBC Universal Global Networks, the international television division of media giant, NBC Universal.
The channel is screening 80s science-fiction classic 'V and Steven Spielberg's Emmy award-winning alien abduction series 'Taken', as well as famous movies including 'ET' as part of its 2006 schedule.
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Sci Fi: Branded to help broaden audience
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