Universal Networks� Sci Fi is to rebrand as Syfy in the UK from 22.00 on Tuesday April 13. The channel will also use the �Imagine Greater� tagline that was first seen in the United States last July.
The new line-up will feature the UK premiere of V, a reworking of the 1980s mini series, and the action drama Human Target.
�The rebrand allows us to build on the fantastic heritage of the channel and loyalty of our fans whilst further broadening the appeal of our existing range of great content,� said Laurence Dawkin-Jones, MD (UK) Universal Networks International. �These fantastic new shows are completely aligned to Syfy�s new �Imagine Greater� brand message and tagline which asks viewers to look beyond the ordinary and discover the extraordinary.�
Unlike Sci Fi, which also describes a specific genre, Syfy will extend the brand to include fantasy, supernatural, reality, mystery, action and adventure. The rebrand is part of NBC Universal�s plan to reposition its mini-pay channels around five core brands; � Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel.