It’s the sort of reveal that might draw more bewildered reactions than finding out who “A” is on “Pretty Little Liars”: ABC Family is changing its name.
Starting in January, the Disney-owned cable network will drop its current name and take on the moniker Freeform.
Network president Tom Ascheim said brand perception among its target audience -- ages 18 to 34 -- fueled the revision.
"Our core viewers know what to expect from our content," he said. "But among nonviewers, there’s a very different perception of our brand. We over-indexed on two adjectives: one was family-friendly and the other was wholesome. It led us to believe that the huge perception gap is...