The name change was in response to people only recognizing ABC Family as "family-friendly" and "wholesome" and nothing else. They feel the new name will reflect more of what they are trying to achieve with their show lineup. They will also be doubling "original programing over the next four years. New series pick-ups and series returns will also be announced". The network's original lineup "will all return in early 2016 for their winter premieres alongside the world premieres of new original series Shadowhunters and Recovery Road".
Network President, Tom Ascheim, said, "Freeform evokes the spirit and adventure of our audience. Freeform will deliver new, exciting original content as well as all the favorite shows our viewers already love on ABC Family."
They also stated that the new format will target "a life stage that spans people who are 14-34, navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts - first car, first apartment, first job, first love, first heartbreak - all the firsts that exists between who they are and who they want to become."
