SCI FI's name changes to Syfy Tuesday

LOS ANGELES, July 6 (UPI) -- The U.S. science-fiction network SCI FI said it will officially become Syfy on-air and online this week.

Tuesday's two-hour premiere of "Warehouse 13," a new series starring Eddie McClintock and Joanne Kelly, is to air under the new Syfy banner.

On Syfy.com, beginning Tuesday, "a new design will give the channel's official home a bright new look and make accessing the latest digital content easier than ever," the network said in a news release.

"Visitors will be able to watch 'House of Imagination' online at Syfy.com/ImagineGreater, take an interactive trip through America's attic with 'Warehouse 13,' and get behind-the-scenes updates from 'Stargate Universe' consulting producer Joseph Mallozzi's blog. In addition, the site's network will deliver non-stop coverage of the hottest in entertainment, consumer electronics and gaming."

"While continuing to embrace our sci-fi fantasy legacy, we wanted to cultivate a distinct point of view with a trade-marketable brand name that reflects our broader range of imagination-based entertainment," Dave Howe, Syfy's president, said in a statement. "With the new tagline, 'Imagine Greater,' Syfy allows us to build on our 17-year track record of success with a brand built on the power that fuels our genre, the imagination. Coming off our most-watched year in history, Syfy launches a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand."