This is one of the reasons given by the channel's president regarding the name change:It's impossible to effectively trademark the letters "s-c-i-f-i" anywhere in the world, which is becoming a bigger problem as we launch more and more SCI FI Channels around the globe. By the end of next year, the SCI FI Channel will be in about 50 countries.Also, we need to grow our business beyond just being a cable channel. We want to extend our brand into new businesses, such as gaming, films or the youth market. But if we created a "SCI FI Games" label or a "SCI FI Films" label, it's the same problem of ownability. Our current name doesn't work. But "Syfy Games" or "Syfy Films" does work. It's a unique and recognizable brand name that consumers will know comes from us.This makes sense to me.