A conversation with...
Peter Hudson, CEO TV1 & SF
On Monday 23 July, the new SF brand was launched by the SCI FI channel team and award winning brand consultants Ink Project with a mission to maintain the loyalty of core viewers and excite and delight those new to the channel. Here, Peter Hudson talks about the research behind the change, initial viewer response and upcoming exclusive programming.
Sci Fi was launched in Australia in 2006 with the original branding from the US (which was rebranded in 2009) What has led you to rebrand at this particular time?
It has been 6 years since the SCI FI Channel launched and with an increased competitive channel environment it is crucial to remain dynamic with styles and trends. The launch branding that has served us well since launch was no longer supported by the originating creative team.
What was the creative process that brought you to the current design? Did you embark on any viewer research to provide direction?
We embarked on an extensive process starting back in 2010, evaluating the competitive environment, audience trends and expectation and programming availability and exclusive opportunity. We engaged the expertise of brand experts Ink Project to guide the exploration and draw on the depth of research from viewer and trading partners and from the sci fi genre experts in our team. When all the brand development work was complete, Ink Project under the guiding hands of our internal SF creatives, developed and created the exciting and highly energised SF brand look.
SF has a loyal base of viewers, has there been any response to the change?
SF viewers are some of the most engaged on the platform and always forthcoming with their views via a range of social media interaction. General consensus is they like it. SF has a new tagline which works to the engagement of our viewers, ‘we are sci fi’ is a bold and confident position. SF will delight existing fans with its adventurous and absorbing style and invite and surprise new viewers who like great stories, well told.
What are some of the most popular programs on SF and what can we look forward to for the remainder of the year?
The programs our viewers love on SF are the channel premieres and exclusives including recent successes of Lost Girl, Sanctuary, Warehouse 13 and Alphas. Audiences are regularly drawn to SF hits - the ever popular Star Trek franchise, Stargate SG-1 is always a big hit and viewers are enjoying the incredible journey and evolution of the classic BBC series Doctor Who. To coincide with the launch of SF, the channel will present the Australian premiere of Todd & the Book of Pure Evil, Season 4 premiere of Warehouse 13 and the newly remastered original series of Star Trek for the first time. Beyond that, we have exclusive new seasons of Lost Girl, Alphas and Ghost Hunters International and the premiere of Paranormal Witness. A great programming line-up to delight existing and new viewers to SF.