Courting the ‘Becomer’: Cable Channel Coins a Term and Maps a Strategy

Apr 15, 2015  •  Post A Comment

One of the major cable TV channels has set its sights on attracting viewers who “live somewhere in that messy place between their first kiss and their first kid.” Announcing that it has coined the term “Becomers” to define its target audience, ABC Family put out a detailed release explaining its strategy.

The network says it is “doubling down” on the life stage that has made it the No. 1 network among women 18-34, women 18-49 and females 12-34, a top five network among adults, and the network with the most socially engaged audience.

ABC Family plans to double the amount of original programming it creates during the next four years and will launch a strategy that includes year-round originals.

The announcement came as the network unveiled details on the projects it has in development, along with its summer 2015 premiere dates.

Please click here to read about ABC Family’s programming plans, including details on the network’s pilots and development projects, along with upcoming premieres — and a chart tracking the “Becomers” life stage.

Here’s a clip that offers insights into how ABC Family defines its target audience:

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