NBC to rebrand Sci Fi Channel as Syfy

It will rebrand on air and online, with the new tagline: "Imagine Greater". Although the brand remains the same phonetically, the new spelling will allow NBC to have an ownable trademark that it hopes will gain greater recognition among consumers across new-media and non-linear digital platforms - such as Hulu and iTunes - and across new international channels and extend into new business ventures.

Each country will have a unique approach to the rebrand and will plan the marketing and name change with local partners and affiliates.

Roma Khanna, president Global Networks & Digital Initiatives, will lead the process in the UK. The Sci Fi channel is available in the UK on Sky, Virgin Media and Tiscali. A time-shifted service and an HD simulcast channel can also be found on Sky.

Separately, NBC Universal Global Networks has signed a new five-figure sponsorship deal for the channel's prime-time schedule. E1 Entertainment, which has produced the UK's forthcoming theatrical blockbuster Knowing, has been signed to sponsor 14 nights of series and movies.

Brokered by Sky Media, the sponsorship will run up to and including 25 March. Sci Fi's in-house team has produced break bumpers and opening and closing credits for wraparound prime-time programming.