"When we tested this new name, the thing that we got back from our 18-to-34 techno-savvy crowd, which is quite a lot of our audience, is actually this is how you'd text it," Mr. Howe said. "It made us feel much cooler, much more cutting-edge, much more hip, which was kind of bang-on what we wanted to achieve communication-wise."
Umm, okay. I'm not sure that rebranding is the best answer to a network's "best year in history." But they seem awfully confident about it.
Yeah, I think they're out-thinking themselves here. When I saw it, I thought the word sounded like "siffy." Only when I read your post did it make sense.
Freaking weak.
Been loving the increased bloggage :)