Freeform (TV channel)

==History==
{{For|a detailed history of the channel under its current and past identities|History of Freeform}}

===Early history (1977–1998)===
{{more citations needed section|date=March 2017}}
The channel traces its origins to the launch of the CBN Satellite Service (CBN Satellite Network), an arm of [[Pat Robertson]]'s [[Christian Broadcasting Network]] (CBN), on April 29, 1977. Focusing mainly on [[Religious broadcasting|religious programming]],<ref>{{Cite web|url=http://www.museum.tv/eotv/christianbro.htm|title=The Museum of Broadcast Communications - Encyclopedia of Television - Christian Broadcasting Network|website=www.museum.tv|access-date=2018-01-09|archive-date=2017-07-20|archive-url=https://web.archive.org/web/20170720113316/http://www.museum.tv/eotv/christianbro.htm|url-status=live}}</ref> the channel was notable for being one of the first cable channels to distribute its signal nationally through [[communications satellite|satellite]] transmission (the third overall, as the method had been first pioneered by [[HBO]] in September 1975) as well as the first national basic cable-originated network ([[TBS (TV network)|TBS]] – which became the second cable channel in the U.S. to begin transmitting via satellite in December 1976 – originated as a feed of [[television station|broadcast television station]] WTCG (now [[WPCH-TV]]) in [[Atlanta]], [[Georgia (U.S. state)|Georgia]]). The channel changed its name to the '''CBN Cable Network''' on September 1, 1981, and adopted a more secular programming format featuring a mix of family-oriented series and films while retaining some religious programs from various [[televangelism|televangelists]] (mirroring the format used by CBN's [[Independent station (North America)|independent television stations]] of that time). Around this time, the channel began airing a late night block of classic family oriented shows like ''[[You Bet Your Life]]'' with [[Groucho Marx]], ''[[I Married Joan]]'', and ''[[The Many Loves of Dobie Gillis]]''. This block of programming is said by some{{who|date=July 2023}} to have inspired the 1985 debut of the [[Nick at Nite]] classic TV block on [[Nickelodeon]]. By this point, its carriage grew to 10.9 million homes with a cable television subscription.

On January 1, 1988, the word "Family" was incorporated into the channel's name to better reflect its programming format, [[rebranding]] as '''The CBN Family Channel'''. By 1990, the network had grown too profitable to remain under the Christian Broadcasting Network umbrella without endangering the ministry's [[non-profit]] status. On January 8 of that year, CBN spun out the network into a new, for-profit corporation known as [[ABC Family Worldwide|International Family Entertainment]] (IFE). Managed by Pat Robertson's eldest son Timothy, IFE was co-owned by the Robertsons, with a minority interest held by [[Liberty Media]] and [[Tele-Communications Inc.]] (TCI) owner [[John C. Malone]].<ref>{{cite news|title=Sold Family Channel Keeps Lineup|url=http://articles.dailypress.com/1990-01-10/news/9001100076_1_family-channel-timothy-robertson-international-family-entertainment|author=Joseph Pryweller|newspaper=[[Daily Press (Virginia)|Daily Press]]|publisher=[[Tribune Publishing]]|date=January 10, 1990|access-date=October 9, 2015|archive-date=November 24, 2015|archive-url=https://web.archive.org/web/20151124152130/http://articles.dailypress.com/1990-01-10/news/9001100076_1_family-channel-timothy-robertson-international-family-entertainment|url-status=live}}</ref><ref>{{cite web|title=Interview with Pat Robertson|url=http://www.emmytvlegends.org/interviews/people/pat-robertson#|website=Archive of American Television|date=October 15, 2003|access-date=February 14, 2014|archive-date=September 24, 2015|archive-url=https://web.archive.org/web/20150924012927/http://www.emmytvlegends.org/interviews/people/pat-robertson|url-status=live}}</ref> Following the spin-off, the channel's name was officially shortened to The Family Channel on September 15, 1990.

As a stipulation included as part of the spin-out from CBN to International Family Entertainment, The Family Channel was required to continue its daily airings of CBN's flagship program, ''[[The 700 Club]]''.<ref>{{cite news|title=Family Channel Strays from Religion, Embraces Clean Fun|url=http://www.highbeam.com/doc/1G1-156256899.html|archive-url=https://web.archive.org/web/20121105164105/http://www.highbeam.com/doc/1G1-156256899.html|url-status=dead|archive-date=November 5, 2012|newspaper=[[Albany Times Union]]|publisher=[[Hearst Corporation]]|date=January 6, 1991|access-date=February 27, 2011}}</ref> During this time, from 1994 to 1997, The Family Channel sponsored [[NASCAR Sprint Cup Series|NASCAR Winston Cup Series]] driver [[Ted Musgrave]] in the #16 [[Ford Thunderbird]] for [[Roush Racing]].<ref>{{cite web|title=Ted Musgrave Driver Information - 1994|url=http://racing-reference.info/drivdet/musgrte01/1994/W|website=Racing-Reference.info|access-date=2014-04-09|archive-date=2015-09-05|archive-url=https://web.archive.org/web/20150905160608/http://racing-reference.info/drivdet/musgrte01/1994/W|url-status=live}}</ref><ref>{{cite web|title=Ted Musgrave Driver Information - 1995|url=http://racing-reference.info/drivdet/musgrte01/1995/W|website=Racing-Reference.info|access-date=2014-04-09|archive-date=2015-09-05|archive-url=https://web.archive.org/web/20150905160928/http://racing-reference.info/drivdet/musgrte01/1995/W|url-status=live}}</ref><ref>{{cite web|title=Ted Musgrave Driver Information - 1996|url=http://racing-reference.info/drivdet/musgrte01/1996/W|website=Racing-Reference.info|access-date=2014-04-09|archive-date=2015-09-24|archive-url=https://web.archive.org/web/20150924122658/http://www.racing-reference.info/drivdet/musgrte01/1996/W|url-status=live}}</ref><ref>{{cite web|title=Ted Musgrave Driver Information - 1997|url=http://racing-reference.info/drivdet/musgrte01/1997/W|website=Racing-Reference.info|access-date=2014-04-09|archive-date=2015-09-24|archive-url=https://web.archive.org/web/20150924122709/http://www.racing-reference.info/drivdet/musgrte01/1997/W|url-status=live}}</ref>

===Fox Family (1998–2001)===
[[File:Freeform Fox Family Channel logo.svg|thumb|162x162px|Fox Family Channel logo, used from 1998 to 2000.]]
In 1997, after International Family Entertainment put The Family Channel up for sale, [[News Corporation (1980–2013)|News Corporation]] made an offer to acquire the channel. The company aimed to turn The Family Channel into a competitor to children's cable networks such as [[Cartoon Network]] and [[Nickelodeon]], leveraging the library of [[Fox Kids|Fox Kids Worldwide]] (which was a [[joint venture]] between [[Fox Broadcasting Company|Fox]] and [[Haim Saban]]). News Corporation negotiated to purchase a stake in the channel, with IFE as a partner.<ref name="lat-holychallenge">{{cite news|title=Fox Kids Faces Holy Challenge With IFE Deal|url=https://articles.latimes.com/1997-06-14/business/fi-3354_1_fox-kids|newspaper=Los Angeles Times|date=June 14, 1997|access-date=January 16, 2016|archive-date=January 28, 2016|archive-url=https://web.archive.org/web/20160128074106/http://articles.latimes.com/1997-06-14/business/fi-3354_1_fox-kids|url-status=live}}</ref><ref>{{cite magazine|title=The Influencer|url=https://www.newyorker.com/magazine/2010/05/10/the-influencer|author=Connie Bruck|magazine=[[The New Yorker]]|publisher=[[Condé Nast]]|date=May 10, 2010|access-date=April 17, 2020|archive-date=September 19, 2017|archive-url=https://web.archive.org/web/20170919031157/https://www.newyorker.com/magazine/2010/05/10/the-influencer|url-status=live}}</ref> After competing bids were submitted by Nickelodeon parent [[Viacom (original)|Viacom]] and [[The Walt Disney Company]] (parent of fellow competitor [[Disney Channel]]) to acquire IFE as a whole, News Corporation placed its own bid to buy the company for $1.8 billion.<ref>{{cite news|title=News Corp., Disney Ready to Make Final Offers for IFE|url=https://articles.latimes.com/1997-06-02/business/fi-64929_1_news-corp|agency=Reuters|newspaper=Los Angeles Times|date=June 2, 1997|access-date=January 13, 2016|archive-date=January 28, 2016|archive-url=https://web.archive.org/web/20160128075448/http://articles.latimes.com/1997-06-02/business/fi-64929_1_news-corp|url-status=live}}</ref> On June 11, 1997, International Family Entertainment was acquired by the Fox/Saban consortium, renamed Fox Family Worldwide, for $1.9 billion.<ref>{{cite news|title=Special Report: Family Programming: New relations: Fox keeping mum about plans for The Family Channel|url=http://www.kidscreen.com/articles/magazine/19971201/20077.html?word=Haim&word=Saban|author=Virginia Robertson|periodical=Kidscreen|date=December 1, 1997|access-date=November 21, 2010|archive-date=December 7, 2020|archive-url=https://web.archive.org/web/20201207202822/https://kidscreen.com/1997/12/01/20077-19971201/?word=Saban|url-status=live}}</ref><ref name="News Corp IFE 1997">{{cite web|title=News Corp. to buy IFE for $1.9 billion; Robertsons make a network deal parent of Family Channel to be bought for $1.9 billion|url=http://www.highbeam.com/doc/1G1-68691100.html|author=Lon Wagner|newspaper=[[The Virginian-Pilot]]|publisher=[[Landmark Media Enterprises|Landmark Communications]]|date=June 12, 1997|access-date=February 25, 2011|archive-url=https://web.archive.org/web/20121105162738/http://www.highbeam.com/doc/1G1-68691100.html|url-status=dead|archive-date=November 5, 2012}}</ref> The Family Channel was officially renamed Fox Family Channel on August 15, 1998.<ref name=FoxFamilyWorldwide>{{cite web|title=Fox Family Worldwide Inc|url=http://www.saban.com/html/invest/fox.html|website=[[Saban Entertainment]]|access-date=June 14, 2009|archive-date=April 21, 2009|archive-url=https://web.archive.org/web/20090421065142/http://www.saban.com/html/invest/fox.html|url-status=live}}</ref><ref name="700Club">{{cite news|title=Fox Family squeezes 'Club' in youthful sked|url=https://variety.com/1998/tv/news/fox-family-squeezes-club-in-youthful-sked-1117478323/|author=Richard Katz|periodical=[[Variety (magazine)|Variety]]|publisher=[[Reed Business Information|Cahners Business Information]]|date=July 10, 1998|access-date=August 13, 2009|archive-date=December 7, 2020|archive-url=https://web.archive.org/web/20201207202820/https://variety.com/1998/tv/news/fox-family-squeezes-club-in-youthful-sked-1117478323/|url-status=live}}</ref>
[[File:Fox Family Channel2.svg|left|thumb|150px|Fox Family Channel logo from 2000 to 2001]]
When Fox Family Worldwide bought the channel, the management team assigned to the network (headed by newly appointed president and [[chief executive officer]] [[Rich Cronin (executive)|Rich Cronin]]) sought to re-program it towards a new dual audience – kids in daytime, families at night.<ref name="usatoday-renovate"/> Notable programs aired during this era included ''[[Miami 7|S Club 7 in Miami]]''—a sitcom serving as a starring vehicle for the [[S Club 7|eponymous British pop group]], and ''[[Big Wolf on Campus]]''. ''[[The New York Times]]'' classified both series as being among a larger wave of television programming catered towards children aged 9 through 14—also referred to as [[tween]]s.<ref name="dn-sclub">{{cite web|title=Get ready for the S Club 7 invasion British pop group comes to America on Fox Family|url=http://www.deseretnews.com/article/726311/Get-ready-for-the-S-Club-7-invasion.html?pg=all|website=Deseret News|date = 5 November 1999|access-date=29 May 2016|archive-date=23 June 2016|archive-url=https://web.archive.org/web/20160623211846/http://www.deseretnews.com/article/726311/Get-ready-for-the-S-Club-7-invasion.html?pg=all|url-status=live}}</ref><ref name="nyt-awkward">{{cite news|title=TELEVISION/RADIO; Acknowledging That Early Age Of Awkwardness|url=https://www.nytimes.com/2000/04/23/arts/television-radio-acknowledging-that-early-age-of-awkwardness.html?pagewanted=all|website=New York Times|date = 23 April 2000|access-date=29 May 2016|archive-date=30 June 2016|archive-url=https://web.archive.org/web/20160630161841/http://www.nytimes.com/2000/04/23/arts/television-radio-acknowledging-that-early-age-of-awkwardness.html?pagewanted=all|url-status=live|last1 = Adams|first1 = Thelma}}</ref> [[Mary-Kate and Ashley Olsen]] were also a prominent fixture of Fox Family's schedule: ''[[The Adventures of Mary-Kate & Ashley]]'' and reruns of their short-lived [[American Broadcasting Company|ABC]] sitcom ''[[Two of a Kind (U.S. TV series)|Two of a Kind]]'', received frequent airplay by the channel. Fox Family also planned to premiere a new original sitcom starring the twins, ''[[So Little Time]]'', in June 2001.<ref>{{Cite news|url=https://www.nytimes.com/2001/05/27/magazine/the-olsen-juggernaut.html|title=The Olsen Juggernaut|last=Udovitch|first=Mim|date=2001-05-27|work=The New York Times|access-date=2018-02-28|language=en-US|issn=0362-4331|archive-date=2018-03-01|archive-url=https://web.archive.org/web/20180301104140/http://www.nytimes.com/2001/05/27/magazine/the-olsen-juggernaut.html|url-status=live}}</ref> Airings of ''The 700 Club'' were scaled back to three per day.<ref name="Robertson">{{cite news|title=On Television; TV Works in Mysterious Ways for Pat Robertson|url=https://www.nytimes.com/2001/07/30/business/on-television-tv-works-in-mysterious-ways-for-pat-robertson.html|author=Bill Carter|newspaper=[[The New York Times]]|date=July 30, 2001|access-date=February 19, 2017|archive-date=September 7, 2017|archive-url=https://web.archive.org/web/20170907215100/http://www.nytimes.com/2001/07/30/business/on-television-tv-works-in-mysterious-ways-for-pat-robertson.html|url-status=live}}</ref> However, this youth-oriented programming strategy alienated the network's core audience of older viewers;<ref name="usatoday-renovate"/>  there was a 35% drop in prime time viewership, and Fox Family fell from 10th to 17th place in overall [[Nielsen ratings|Nielsen]] cable network viewership numbers.<ref name="usatoday-renovate"/><ref name="medialife-disneybuy"/> In October 1999, two spin-off cable networks, named [[Boyz/Girlz Channel|Boyz Channel and Girlz Channel]] launched on select cable operators. Both networks contained programming content targeted at the respective genders; both channels ceased operations after one year on the air in August 2000, due to a combination of very limited national carriage by cable providers (Boyz Channel and Girlz Channel were each carried in some 100,000 homes in an era when digital cable television was in its infancy) and the controversy that developed over the gender-segregated channels.<ref>[http://www.findarticles.com/p/articles/mi_m1571/is_11_15/ai_54176115 Find Articles]</ref><ref>{{cite news|title=Fox Family pulls Girlz, Boyz diginets|url=https://variety.com/2000/tv/news/fox-family-pulls-girlz-boyz-diginets-1117785136/|author=Paula Bernstein|periodical=Variety|publisher=Reed Business Information|date=August 15, 2000|access-date=August 13, 2009}}</ref>

In the wake of Fox Family's struggles, Saban offered to acquire the stake in the network held by News Corporation (which had also begun negotiations to acquire television provider [[DirecTV]]), but was unable to agree to a proper valuation. A decision was made to sell the venture to a third-party.<ref name="medialife-disneybuy">{{cite news|title=Disney buying Fox Family Channel |url=http://www.medialifemagazine.com/news2001/july01/july23/1_mon/news1monday.html |author=Jeff Bercovici |website=Media Life Magazine |date=July 23, 2001 |url-status=dead |archive-url=https://web.archive.org/web/20070930184230/http://www.medialifemagazine.com/news2001/july01/july23/1_mon/news1monday.html |archive-date=2007-09-30}}</ref><ref>{{cite news|url=http://newsrss.bbc.co.uk/1/hi/business/1157652.stm|title=Murdoch's DirecTV purchase 'approved'|work=BBC News|date=February 9, 2001|access-date=December 28, 2016|archive-date=December 7, 2020|archive-url=https://web.archive.org/web/20201207202853/http://news.bbc.co.uk/2/hi/business/1157652.stm|url-status=live}}</ref>

===Sale to Disney and rebranding as ABC Family (2001–06) {{anchor|Sale to Disney and rebranding as ABC Family (2001–2006)}}===
[[File:ABC Family 2001.svg|thumb|170px|ABC Family logo used from November 10, 2001 to December 31, 2002.]]
On July 23, 2001, it was announced that News Corporation and Saban had agreed to sell Fox Family Worldwide to [[The Walt Disney Company]] for $2.9 billion in cash, plus the assumption of $2.3 billion in debt. The sale gave Disney control of the Fox Family Channel, [[Saban Entertainment]], and the international Fox Kids cable networks controlled by Fox Family Worldwide, among other assets.<ref name="cnnfn-abcfw">{{cite web|title=Disney buys Fox Family|url=http://cnnfn.cnn.com/2001/07/23/deals/fox_disney/|website=[[CNN Money]]|publisher=[[Time Warner]]|date=July 23, 2001|access-date=August 11, 2012|archive-date=September 21, 2013|archive-url=https://web.archive.org/web/20130921055101/http://cnnfn.cnn.com/2001/07/23/deals/fox_disney/|url-status=live}}</ref> Analysts felt that Disney's purchase of Fox Family was influenced by the ongoing consolidation occurring in the media industry, such as the then-recently completed [[Time Warner#AOL Time Warner merger|merger]] of [[AOL|America Online]] (AOL) and [[Time Warner]], and a desire to acquire a new pay-TV outlet that had significant carriage – at the time of the purchase, the network was seen in 83 million homes. On November 11, 2001, it was announced that the network would be renamed ABC Family in January 2002, co-branding it with the company's flagship television property, [[American Broadcasting Company|ABC]] (which Disney has owned since 1996). Disney planned to perform layoffs at the network in order to reduce redundancy.<ref name="FoxFamilySell" /><ref name="SaleToDisney" /><ref name="medialife-disneybuy" /><ref name="bandc-goodbyefox">{{Cite web|url=http://www.broadcastingcable.com/news/news-articles/goodbye-fox-family-channel/90266|title=Goodbye, Fox Family Channel|website=Broadcasting & Cable|date=12 November 2001|language=en|access-date=2018-02-28|archive-date=2018-03-01|archive-url=https://web.archive.org/web/20180301164357/http://www.broadcastingcable.com/news/news-articles/goodbye-fox-family-channel/90266|url-status=live}}</ref>

Disney planned to maintain the off-network ABC sitcoms Fox Family had acquired, and add reruns of ABC and [[ABC Signature|Touchstone Television]]-distributed series such as ''[[According to Jim]]'', ''[[My Wife and Kids]]'' and ''[[Whose Line Is It Anyway? (U.S. TV series)|Whose Line Is It Anyway?]]''. There were initially plans to create a version of ABC's [[TGIF (ABC)|TGIF]] block for the channel as well.<ref name="bandc-goodbyefox"/> Disney originally planned to use the channel to show [[rerun]]s of current ABC programming, although this strategy was hindered by the fact that ABC did not hold syndication rights to all of its programming at the time.<ref name="Wired">{{cite news|title=6 TV Networks That Aren't What They Started Out to Be|url=http://archive.wired.com/geekmom/2012/10/six-networks-that-changed/|author=Ruth Suehle|magazine=[[Wired (magazine)|Wired]]|publisher=Condé Nast|date=October 10, 2012|access-date=June 3, 2015|archive-date=June 3, 2015|archive-url=https://web.archive.org/web/20150603170225/http://archive.wired.com/geekmom/2012/10/six-networks-that-changed/|url-status=live}}</ref> The company developed a programming strategy to turn ABC Family into a "broad-appeal programming network with its own identity", picking up same-season encores of ABC series such as ''[[Alias (TV series)|Alias]]'', ''[[Less Than Perfect]],'' and ''[[Life with Bonnie]]''; adding a weeknight [[sitcom]] block; and continuing to emphasize movies – having already reached a 10-year agreement for the cable rights to ''[[Harry Potter and the Philosopher's Stone (film)|Harry Potter and the Sorcerer's Stone]]''. The network also announced plans to develop new original series, though several series that originated on the channel under the Fox Family identity were canceled (such as the 1960s-set period [[dramedy]] ''[[State of Grace (TV series)|State of Grace]]''), and the channel scaled back its [[Television movies|made-for-cable movie]] output.<ref name="usatoday-renovate">{{cite news|title=Disney refocusing Family channel|url=https://www.usatoday.com/life/television/2001-12-03-family-channel.htm|author=Gary Levin|newspaper=[[USA Today]]|publisher=[[Gannett Company]]|date=December 3, 2001|access-date=2017-08-28|archive-date=2008-12-06|archive-url=https://web.archive.org/web/20081206105636/http://www.usatoday.com/life/television/2001-12-03-family-channel.htm|url-status=live}}</ref>

[[File:ABC Family logo.svg|170px|thumb|left|Second and final logo as ABC Family used from January 1, 2003 to January 11, 2016.]]
The next major plan was to reposition the channel to market it toward college students, young women, or at a more hip audience under the name "XYZ," a reverse reference to ABC. Disney-ABC chose not to move forward with the "XYZ" rebranding, rumoredly due to a stipulation thought to have been put in place by Pat Robertson during the sale of the network to Fox, which rumoredly mandated that the word "Family" must be contained in the name of the channel for the entirety of its existence, regardless as to who owns it.<ref name="deadline-freeform"/><ref name="TVI-freeform"/> The network was also used as a buffer to [[burning off|burn off]] failed ABC series, such as the [[reality television|reality competition]] series ''All American Girl'', which featured former [[Spice Girls]] member [[Geri Halliwell]]. The network's strength was also increased through the production of original series and films.<ref>{{cite news|title=Tuned In: Original shows help ABC Family improve|url=http://www.post-gazette.com/pg/06193/705069-237.stm|author=Rob Owen|newspaper=[[Pittsburgh Post-Gazette]]|publisher=[[Block Communications]]|date=July 12, 2006|access-date=March 5, 2008|archive-date=August 23, 2007|archive-url=https://web.archive.org/web/20070823124014/http://www.post-gazette.com/pg/06193/705069-237.stm|url-status=live}}</ref>

Disney continued to be subject to stipulations requiring CBN programming, including that ''[[The 700 Club]]'' be aired thrice daily on the network.<ref name="Robertson"/> On August 29, 2005, Disney began distancing itself further from Robertson following his [[Pat Robertson controversies#Comments about the assassination of Hugo Chávez|controversial remarks]] suggesting that Venezuelan president [[Hugo Chávez]] should be assassinated. An ABC Family spokesperson stated that it had no editorial control over ''The 700 Club'' and that the company "strongly rejects the views expressed by Pat Robertson." Following the incident, the disclaimers aired before CBN programs on ABC Family were also amended with a more explicit statement indicating that the views expressed during the programs did not reflect those of the channel.<ref name="nyt-robertsonvenez">{{cite web|title=Robertson Suggests U.S. Kill Venezuela's Leader|url=https://www.nytimes.com/2005/08/24/politics/robertson-suggests-us-kill-venezuelas-leader.html|newspaper=The New York Times|date=August 24, 2005|access-date=January 22, 2016|archive-date=November 8, 2015|archive-url=https://web.archive.org/web/20151108214924/http://www.nytimes.com/2005/08/24/politics/robertson-suggests-us-kill-venezuelas-leader.html|url-status=live}}</ref><ref>{{cite web|title=Following Robertson's call for Chavez's assassination, ABC Family added disclaimer to 700 Club|url=http://mediamatters.org/research/2005/08/29/following-robertsons-call-for-chavezs-assassina/133738|website=Media Matters for America|date=August 29, 2005|access-date=January 22, 2016|archive-date=January 16, 2016|archive-url=https://web.archive.org/web/20160116041049/http://mediamatters.org/research/2005/08/29/following-robertsons-call-for-chavezs-assassina/133738|url-status=live}}</ref>

==="A New Kind of Family" (2006–2016)===
On August 7, 2006, ABC Family introduced a new slogan and imaging campaign, "A New Kind of Family". The rebranding coincided with a new original programming strategy, which targeted the teen and [[youth|young adult]] demographics with series incorporating diverse portrayals of family lives, as well as [[teen drama]]s.<ref name="tnr-longhistory">{{cite magazine|title=The Long, Strange History of ABC Family|url=https://newrepublic.com/article/123067/long-strange-history-abc-family|author=Jacqui Shine|magazine=[[The New Republic]]|date=October 8, 2015|access-date=January 23, 2016|archive-date=January 26, 2016|archive-url=https://web.archive.org/web/20160126101302/https://newrepublic.com/article/123067/long-strange-history-abc-family|url-status=live}}</ref><ref name="dailybeast-uprising">{{cite web|title=ABC Family's 'Switched at Birth' ASL Episode Recalls Gallaudet Protest|url=http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html|periodical=[[The Daily Beast]]|date=February 28, 2013|access-date=December 12, 2013|archive-date=September 3, 2013|archive-url=https://web.archive.org/web/20130903061306/http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html|url-status=live}}</ref> At this time, ABC Family discontinued [[Jetix]], an action-oriented morning children's block that debuted on the network in 2004, relegating the block exclusive to sister channel [[Toon Disney]].<ref>{{cite news|title=Disney announces new shows, kid block leaves ABC Family|url=http://xywe.com/tv/109-347-Disney-announces-new-shows-kid-block-leaves-abc-family-read.shtml|author=Anne Becker|periodical=Broadcasting & Cable|publisher=Reed Business Information|via=XYWE|date=February 16, 2006|url-status=dead|archive-url=https://web.archive.org/web/20060327143901/http://xywe.com/tv/109-347-disney-announces-new-shows-kid-block-leaves-abc-family-read.shtml |archive-date=March 27, 2006}}</ref>

New original series, such as the fantasy drama ''[[Kyle XY]]'', college-set dramedy ''[[Greek (TV series)|Greek]]'', and drama series ''[[The Secret Life of the American Teenager]]'', proved popular for the network; the premieres of ''Kyle XY'' and ''Secret Life'' set viewership records for the channel.<ref name="tnr-longhistory"/><ref name="deadline-paulleetakeover"/> In July 2009, the network earned its best-ever ratings for the month of July in primetime and in total viewership, credited to the strength of ''Secret Life'' and new series ''[[Make It or Break It]]'', ''[[10 Things I Hate About You (TV series)|10 Things I Hate About You]]'' and ''[[Ruby & the Rockits]]'', along with airings of the [[Harry Potter (film series)|''Harry Potter'' film franchise]] and the television premiere of ''[[Labor Pains (film)|Labor Pains]]''.<ref>{{cite press release|title=ABC Family Hits All-Time July Highs in Prime in Total Viewers and All Key Demos|url=http://tvbythenumbers.com/2009/07/28/abc-family-hits-all-time-july-highs-in-prime-in-total-viewers-and-all-key-demos/23772|archive-url=https://archive.today/20120721002612/http://tvbythenumbers.com/2009/07/28/abc-family-hits-all-time-july-highs-in-prime-in-total-viewers-and-all-key-demos/23772|url-status=dead|archive-date=July 21, 2012|website=TV by the Numbers|date=July 28, 2009}}</ref>

On June 8, 2010, ABC Family premiered ''[[Pretty Little Liars]]'' – a teen drama based on the series of young-adult mystery novels by [[Sara Shepard]]. ''Pretty Little Liars'' quickly became ABC Family's flagship program, frequently breaking ratings records;<ref name="tnr-longhistory"/><ref name="s1e11">{{cite web|title=Return of 2010's Breakout Hit Series "Pretty Little Liars" Becomes ABC Family's No. 2 Telecast Ever in Women 18-34/Females 12-34|url=http://tvbythenumbers.zap2it.com/2011/01/04/return-of-2010%E2%80%99s-breakout-hit-series-%E2%80%9Cpretty-little-liars%E2%80%9D-becomes-abc-family%E2%80%99s-no-2-telecast-ever-in-women-18-34females-12-34/77238|author=Bill Gorman|website=TV by the Numbers|date=January 4, 2011|access-date=January 4, 2011|url-status=dead|archive-url=https://web.archive.org/web/20150721022158/http://tvbythenumbers.zap2it.com/2011/01/04/return-of-2010%E2%80%99s-breakout-hit-series-%E2%80%9Cpretty-little-liars%E2%80%9D-becomes-abc-family%E2%80%99s-no-2-telecast-ever-in-women-18-34females-12-34/77238/|archive-date=July 21, 2015}}</ref> by 2014, ''Pretty Little Liars'' had ranked among the five most-watched scripted series on basic cable among multiple female age demographics, and the second-highest rated cable series among females 12–34. Throughout the year, ABC Family as a whole experienced its highest year-to-year primetime viewership among viewers in the 12-34 and 18-34 demographics.<ref name="deadline-firstwin">{{cite web|title=ABC Family Nabs First-Ever Win In W18-34 Demo|url=https://deadline.com/2015/01/abc-family-ratings-win-w18-34-demo-1201341649/|website=Deadline.com|publisher=Penske Media Corporation|date=January 2015|access-date=January 24, 2016|archive-date=January 28, 2016|archive-url=https://web.archive.org/web/20160128232234/http://deadline.com/2015/01/abc-family-ratings-win-w18-34-demo-1201341649/|url-status=live}}</ref> With 4.9 million viewers across its first broadcast and an encore airing, the 2011 premiere of ''[[Switched at Birth (TV series)|Switched at Birth]]'' surpassed ''Secret Life'' as the most-watched series premiere in network history.<ref name="deadline-sabratings">{{cite web|title='Switched At Birth' Sets Premiere Ratings Records For ABC Family|url=https://deadline.com/2011/06/switched-at-birth-sets-premiere-ratings-record-for-abc-family-138058/|website=Deadline.com|date=7 June 2011|access-date=28 May 2016|archive-date=29 June 2016|archive-url=https://web.archive.org/web/20160629125043/http://deadline.com/2011/06/switched-at-birth-sets-premiere-ratings-record-for-abc-family-138058/|url-status=live}}</ref>

Owing to his success at ABC Family, The Walt Disney Company promoted network president [[Paul Lee (television executive)|Paul Lee]] to become president of the ABC Entertainment Group in July 2010, adding the main ABC network and [[ABC Studios]] to his oversight.<ref name="deadline-paulleetakeover">{{cite web|title=ABC Family's Paul Lee Taking Over ABC Entertainment Group After President Steve McPherson Resigns|url=https://deadline.com/2010/07/changes-imminent-at-abc-entertainment-57290/|website=Deadline.com|publisher=Penske Media Corporation|date=July 2010|access-date=January 24, 2016|archive-date=January 2, 2016|archive-url=https://web.archive.org/web/20160102084036/http://deadline.com/2010/07/changes-imminent-at-abc-entertainment-57290/|url-status=live}}</ref> Lee resigned from the company in February 2016 and was replaced by [[Channing Dungey]].<ref>{{cite web|url=https://www.thewrap.com/paul-lee-out-as-abc-entertainment-president/|title=Channing Dungey Replaces Paul Lee as Head of ABC Entertainment|author=Joe Otterson|date=17 February 2016|work=TheWrap|access-date=17 February 2016|archive-date=18 February 2016|archive-url=https://web.archive.org/web/20160218111305/https://www.thewrap.com/paul-lee-out-as-abc-entertainment-president/|url-status=live}}</ref>

===Freeform (2016–2018)===
[[Image:Freeform.svg|thumb|left|200px|Freeform's logo from January 12, 2016 to March 5, 2018.]]
In a December 3, 2014, article, ''[[Variety (magazine)|Variety]]'' reported that ABC Family executives were proposing a relaunch of the network that would occur as early as 2015, including the expansion of programming appealing more toward young adults between the ages of 14 and 34 as opposed to families or teenagers, as well as adopting new branding (including a new name), among the options being considered.<ref>{{cite web|title=Disney's ABC Family Cable Network Mulling Reboot|url=https://variety.com/2014/tv/news/disneys-abc-family-cable-network-mulling-reboot-1201370137/|author=Brian Steinberg|periodical=Variety|publisher=Penske Media Corporation|date=December 3, 2014|access-date=January 18, 2015|archive-date=January 13, 2015|archive-url=https://web.archive.org/web/20150113074940/http://variety.com/2014/tv/news/disneys-abc-family-cable-network-mulling-reboot-1201370137/|url-status=live}}</ref> During the channel's 2015–16 upfront presentation on April 14, 2015, ABC Family executives announced that it would establish a focus on "becomers," a group termed by network representatives to refer to what are normally identified as "millennials". ABC Family president [[Tom Ascheim]] explained in describing this demographic, "The most important question that young people ask themselves as they're going from [[high school]] to their thirties is, 'Who am I becoming?' So we call the life stage 'becoming' and the people going through it Becomers".<ref name="variety-freeformrebrand"/><ref>{{cite web|title=ABC Family Plots Big Scripted Music Push as Focus Shifts to "Becomers"|url=https://www.hollywoodreporter.com/live-feed/abc-family-plots-big-scripted-788503|author=Lesley Goldberg|periodical=The Hollywood Reporter|publisher=Prometheus Global Media|date=April 14, 2015|access-date=October 6, 2015|archive-date=October 6, 2015|archive-url=https://web.archive.org/web/20151006221349/http://www.hollywoodreporter.com/live-feed/abc-family-plots-big-scripted-788503|url-status=live}}</ref><ref name="variety-becomers">{{cite web|title=Upfronts: ABC Family Turns Up the Volume to Change Direction|url=https://variety.com/2015/tv/news/abc-family-pretty-little-liars-upfronts-1201472636/|periodical=Variety|publisher=Penske Media Corporation|date=April 14, 2015|access-date=January 23, 2016|archive-date=January 19, 2016|archive-url=https://web.archive.org/web/20160119230207/http://variety.com/2015/tv/news/abc-family-pretty-little-liars-upfronts-1201472636/|url-status=live}}</ref>

On October 6, 2015, Disney–ABC Television Group announced that ABC Family would be rebranded as Freeform. Ascheim explained that "Freeform" was intended to represent how "becomers" are in the "formation" of their lives and that the brand would reflect a participatory experience for viewers across multiple platforms. An extensive campaign to promote the rebrand kicked off on the date of the announcement and encompassed the network's popular [[31 Nights of Halloween]] and [[25 Days of Christmas]] blocks during the fourth quarter of that year.<ref name="deadline-freeform"/><ref name="TVI-freeform"/> The new name – which was chosen among 3,000 proposals, with some initial consideration of retaining "ABC" in the name – was necessitated after an audience survey that sampled opinions of regular ABC Family viewers as well those who watched the channel on an infrequent basis, revealed that although regular viewers understood the network's youth-skewing concept, non-frequent viewers perceived the channel as still being more of a "wholesome" family-oriented network.<ref name="variety-freeformrebrand"/><ref name="thewrap-freeform"/>

At the [[Television Critics Association]] Winter Press Tour on January 9, 2016, in addressing the reasoning behind the name (which had been derided by some viewers on [[social media]] and news websites reporting on the pending rebrand), ABC Family president Tom Ascheim noted that while it does not mind the "wholesome" perception, it does "not necessarily represent" the network.<ref name="thewrap-freeform"/> While it was rumored that the sale of the network from International Family Entertainment to Fox contained a stipulation that the channel must contain "Family" in its name in perpetuity, regardless of its owner (as supported by the failed proposal to relaunch the channel as "XYZ"), in initially announcing the channel's rebranding, Ascheim clarified that this was merely an [[urban legend]] as no such clause has been corroborated to have existed.<ref name="deadline-freeform"/><ref name="TVI-freeform"/>

The rebranding as Freeform took effect on January 12, 2016, coinciding with the premiere of the second half of ''[[Pretty Little Liars (TV series)|Pretty Little Liars]]''{{'}} [[Pretty Little Liars (season 6)|sixth season]], and the series premiere of ''[[Shadowhunters]]'', a fantasy drama based on [[Cassandra Clare]]'s novel series ''[[The Mortal Instruments]]''.<ref name=Deadline12102015/> As Freeform, the channel planned to double the amount of original programming on its schedule through 2020. However, despite firmly focusing on its specified target audience, Freefor continued to carry much of the existing programming it aired beforehand under the ABC Family brand, including family-oriented series and films, and its annual ''25 Days of Christmas'' and ''31 Nights of Halloween'' events.<ref name="deadline-freeform">{{cite web|title=ABC Family To Be Renamed As Freeform|url=https://deadline.com/2015/10/abc-family-freeform-new-name-1201567915/|author=Nellie Andreeva|website=[[Deadline Hollywood]]|publisher=Penske Media Corporation|date=October 6, 2015|access-date=April 17, 2020|archive-date=November 23, 2018|archive-url=https://web.archive.org/web/20181123130107/https://deadline.com/2015/10/abc-family-freeform-new-name-1201567915/|url-status=live}}</ref><ref name="TVI-freeform">{{cite web|title=Disney's ABC Family to Rename Itself "Freeform" This January|url=http://www.tvinsider.com/article/45148/abc-family-to-rename-itself-freeform-this-january/|author=Michael Schneider|website=TVInsider.com|publisher=TV Insider LLC|date=October 6, 2015|access-date=October 6, 2015|archive-date=October 31, 2015|archive-url=https://web.archive.org/web/20151031072722/http://www.tvinsider.com/article/45148/abc-family-to-rename-itself-freeform-this-january/|url-status=live}}</ref><ref name="thewrap-freeform">{{cite news|title=Inside ABC Family's Dramatic Name-Change Decision|url=https://www.thewrap.com/inside-abc-family-freeform-name-change-decision/#sthash.X0JZhL8o.dpuf|author=Daniel Holloway|website=[[The Wrap]]|date=October 6, 2015|access-date=October 6, 2015|archive-date=October 20, 2015|archive-url=https://web.archive.org/web/20151020072213/http://www.thewrap.com/inside-abc-family-freeform-name-change-decision/#sthash.X0JZhL8o.dpuf|url-status=live}}</ref>

Although the [[Social conservatism|socially conservative]] views expressed during the programs conflict with the [[Cultural liberalism|culturally progressive]]/adult content of some of the channel's secular programming, Freeform also retained ''The 700 Club'' and ''The 700 Club Interactive'' (along with CBN's day-long telethon on the last Sunday in January), as network executives were not able to reach an agreement with Pat Robertson to [[Buyout|buy out]] CBN's time-buy contract with the channel (Disney–ABC offered to pay $42 million – roughly the same amount that the ministry earned in revenue during 2015 from syndication fees for ''The 700 Club'' and various related productions – to terminate the agreement with the Christian Broadcasting Network, though Robertson stipulated a higher payout that Ascheim deemed "astronomical" in comparison to its actual value).<ref name="tnr-longhistory"/><ref>{{cite web|title=ABC Family Will Keep 'The 700 Club' When it Becomes Freeform|url=https://www.thewrap.com/abc-family-will-keep-the-700-club-when-it-becomes-freeform/|author=Daniel Holloway|website=The Wrap|date=January 9, 2016|access-date=March 4, 2016|archive-date=January 10, 2016|archive-url=https://web.archive.org/web/20160110152515/http://www.thewrap.com/abc-family-will-keep-the-700-club-when-it-becomes-freeform/|url-status=live}}</ref><ref>{{cite web|title=As ABC Family Becomes Freeform, Here's Why It's Still Stuck with 'The 700 Club'|url=http://www.tvinsider.com/article/62330/as-abc-family-becomes-freeform-heres-why-its-still-stuck-with-the-700-club/|website=TV Insider|publisher=NTVB Media|date=January 4, 2016|access-date=March 4, 2016|archive-date=February 25, 2016|archive-url=https://web.archive.org/web/20160225180747/http://www.tvinsider.com/article/62330/as-abc-family-becomes-freeform-heres-why-its-still-stuck-with-the-700-club/|url-status=live}}</ref><ref>{{cite web|title=ABC Family, No Matter What It Calls Itself, Can't Get Rid of Pat Robertson's The 700 Club|url=https://www.vulture.com/2016/01/pat-robertsons-700-club-will-be-on-forever.html|author=E. Alex Jung|website=[[Vulture (website)|Vulture]]|date=January 4, 2016|access-date=March 4, 2016|archive-date=March 8, 2016|archive-url=https://web.archive.org/web/20160308173236/http://www.vulture.com/2016/01/pat-robertsons-700-club-will-be-on-forever.html|url-status=live}}</ref> The network airs disclaimers before and after the show airs, mentioning that the network did not produce the programming, and are often delivered in a sardonic tone similar to the bumpers on [[Adult Swim]]. The disclaimers range from apologizing for carrying the program, suggesting viewers change the channel, and referencing the network's contractual obligation to carry the program.

On April 7, 2016, Freeform ordered a series from [[ABC Studios#ABC Signature|ABC Signature]] and [[Marvel Television]] based on the comic book series ''[[Cloak and Dagger (comics)|Cloak and Dagger]]'', marking the first work in the [[Marvel Cinematic Universe]] to have been developed for the network.<ref name="variety-cdfreeform">{{cite web|title=Freeform Greenlights Marvel Romance Superhero Series 'Cloak and Dagger' (EXCLUSIVE)|url=https://variety.com/2016/tv/news/marvel-cloak-and-dagger-freeform-series-1201747907/|periodical=Variety|publisher=Penske Media Corporation|date=April 7, 2016|access-date=April 7, 2016|archive-date=April 7, 2016|archive-url=https://web.archive.org/web/20160407213750/http://variety.com/2016/tv/news/marvel-cloak-and-dagger-freeform-series-1201747907/|url-status=live}}</ref> Marvel Television had a Cloak and Dagger and Mockingbird-based series in development for the network as early as 2011.<ref>{{cite web|url=https://collider.com/comic-con-marvel-tv-aka-jessica-jones-hulk-cloak-and-dagger/ |title=Comic-Con: Marvel TV Announces Development Slate; Includes Live-Action AKA Jessica Jonfes (Alias), The Hulk, Cloak and Dagger, Mockingbird, Animated Hulk and the Agents of S.M.A.S.H, More |last=Daniels |first=Hunter |publisher=Collider |date=July 23, 2011 |access-date=August 22, 2015 |archive-url=https://web.archive.org/web/20151121150011/http://collider.com/comic-con-marvel-tv-aka-jessica-jones-hulk-cloak-and-dagger/ |archive-date=November 21, 2015 |url-status=live }}</ref> Freeform also announced several new non-scripted productions in development, including ''Later Bitches'', a new [[late-night talk show]] produced by ''[[The Daily Show]]'' alumni Jennifer Flanz and Elise Terrel, an untitled late-night talk show starring [[Iliza Shlesinger]], and ''Snapshots''—a series of pop culture-oriented documentaries co-produced by [[ESPN Films]].<ref>{{cite news|last1=Wagmeister|first1=Elizabeth|title=Freeform Developing Late-Night Show With Comedian Iliza Shlesinger (EXCLUSIVE)|url=https://variety.com/2016/tv/news/iliza-shlesinger-late-night-show-freeform-netflix-stand-up-1201868483/|access-date=April 25, 2017|work=Variety|date=September 23, 2016|archive-date=April 26, 2017|archive-url=https://web.archive.org/web/20170426060933/http://variety.com/2016/tv/news/iliza-shlesinger-late-night-show-freeform-netflix-stand-up-1201868483/|url-status=live}}</ref> Shlesinger's new show, ''[[Truth & Iliza]]'', premiered on May 2, 2017.<ref>{{Cite news|url=https://deadline.com/2017/04/iliza-shlesinger-hosted-show-gets-title-airdate-as-freeform-goes-late-night-1202061339/|title=Iliza Shlesinger-Hosted Show Gets Title & Airdate As Freeform Goes Late-Night|last=Pedersen|first=Erik|date=2017-04-04|work=Deadline|access-date=2017-05-16|language=en-US|archive-date=2017-05-19|archive-url=https://web.archive.org/web/20170519132640/http://deadline.com/2017/04/iliza-shlesinger-hosted-show-gets-title-airdate-as-freeform-goes-late-night-1202061339/|url-status=live}}</ref> In October 2017, the channel indicated that it would go to four nights of original programming starting in 2018.<ref>{{cite news |last1=Maglio |first1=Tony |title=Freeform to Add 4th Night of Original Shows in 2018 |url=https://www.thewrap.com/freeform-grown-ish-alone-together-2018/ |access-date=November 4, 2019 |work=TheWrap |date=October 18, 2017 |archive-date=November 4, 2019 |archive-url=https://web.archive.org/web/20191104215602/https://www.thewrap.com/freeform-grown-ish-alone-together-2018/ |url-status=live }}</ref>

==== "A Little Forward" ====
[[Image:Freeform 2018.svg|thumb|200px|Freeform's logo from March 6, 2018 to September 11, 2022.]]
On January 18, 2018, Freeform unveiled a new logo and slogan, "A Little Forward", which officially debuted on March 6, 2018. The new slogan reflects refinements to the network's programming direction, with a larger focus on "forward-looking" series (such as ''[[The Bold Type]]'' and the ''[[Black-ish]]'' spin-off ''[[Grown-ish]]''). President Tom Ascheim explained that with the rebranding, Freeform was "purposefully and passionately moving our brand forward by defying expectations and dismantling conventions; busting stereotypes of theme, cast and culture in service to a more inclusive world on and off screen." The network also unveiled upcoming series in development, such as [[Scott Stewart (director)|Scott Stewart]]'s ''Augs'', as well as a new trailer and June 7, 2018 premiere date for ''[[Cloak & Dagger (TV series)|Marvel's Cloak and Dagger]]''.<ref>{{Cite news|url=https://www.hollywoodreporter.com/live-feed/freeform-goes-bold-forward-looking-branding-1075784|title=Freeform Goes 'Bold' With "Forward"-Looking Branding|work=The Hollywood Reporter|access-date=2018-01-19|language=en|archive-date=2020-12-07|archive-url=https://web.archive.org/web/20201207202905/https://www.hollywoodreporter.com/live-feed/stephen-colbert-enlists-magic-school-bus-examine-trumps-health-1075705|url-status=live}}</ref><ref>{{Cite news|url=https://deadline.com/2018/01/freeform-new-logo-tagline-a-little-forward-1202248477/|title=Freeform Unveils New Logo & "A Little Forward" Tagline|last=Andreeva|first=Nellie|date=2018-01-19|work=Deadline|access-date=2018-01-19|language=en-US|archive-date=2018-01-19|archive-url=https://web.archive.org/web/20180119034535/http://deadline.com/2018/01/freeform-new-logo-tagline-a-little-forward-1202248477/|url-status=live}}</ref>

On November 26, 2018, Freeform's president Karey Burke was promoted to president of the ABC Entertainment Group to replace the outgoing Channing Dungey. Burke's replacement at Freeform was to be determined at a later date.<ref name="nov16bombshell">{{Cite news|url=https://variety.com/2018/tv/news/channing-dungey-abc-karey-burke-1203031129/|title=Channing Dungey Exits ABC; Karey Burke Named Network President|last=Holloway|first=Daniel|date=2018-11-16|work=Variety|access-date=2018-11-22|language=en-US|archive-date=2018-11-19|archive-url=https://web.archive.org/web/20181119064833/https://variety.com/2018/tv/news/channing-dungey-abc-karey-burke-1203031129/|url-status=live}}</ref><ref>{{Cite news|url=https://www.hollywoodreporter.com/live-feed/channing-dungey-exits-abc-karey-burke-take-as-entertainment-president-1162211|title=Channing Dungey Exits ABC; Karey Burke to Take Over as Entertainment President|work=The Hollywood Reporter|access-date=2018-11-22|language=en|archive-date=2018-11-22|archive-url=https://web.archive.org/web/20181122052031/https://www.hollywoodreporter.com/live-feed/channing-dungey-exits-abc-karey-burke-take-as-entertainment-president-1162211|url-status=live}}</ref> On March 27, 2019, Freeform announced that the channel was placing two animated series into development called ''[[Betches]]'' and ''Woman World''. These were the network's first original animated series since changing its name from ABC Family,<ref>{{cite news |last1=Goldberg |first1=Lesley |title=Felicia Day, Emma Roberts to Produce Pair of Animated Comedies for Freeform |url=https://www.hollywoodreporter.com/live-feed/felicia-day-emma-roberts-produce-pair-animated-comedies-freeform-1197452 |access-date=April 1, 2019 |work=The Hollywood Reporter |date=March 27, 2019 |language=en |archive-date=March 28, 2019 |archive-url=https://web.archive.org/web/20190328204344/https://www.hollywoodreporter.com/live-feed/felicia-day-emma-roberts-produce-pair-animated-comedies-freeform-1197452 |url-status=live }}</ref> and served as the foundation of a female-oriented animation block.<ref>{{cite news |last1=Andreeva |first1=Nellie |title=Freeform To Share 'The Simpsons' Off-Network Rights With FXX |url=https://deadline.com/2019/05/freeform-the-simpsons-off-network-rights-share-fxx-1202614164/ |access-date=November 4, 2019 |work=Deadline |date=May 14, 2019 |language=en |archive-date=November 4, 2019 |archive-url=https://web.archive.org/web/20191104162144/https://deadline.com/2019/05/freeform-the-simpsons-off-network-rights-share-fxx-1202614164/ |url-status=live }}</ref>

==== 2020–present; Shift of programming towards Hulu and end of Spectrum carriage ====
In May 2020, former Netflix executive [[Tara Duncan (media executive)|Tara Duncan]]—who was signed to an overall deal with sister streaming service Hulu in April 2020<ref>{{Cite web |last=White |first=Peter |date=2020-04-08 |title=Hulu Strikes Overall Deal With Former Netflix Exec Tara Duncan & Sets Adaptation Of Zakiya Dalila Harris' Novel 'The Other Black Girl' |url=https://deadline.com/2020/04/hulu-overall-deal-tara-duncan-zakiya-dalila-harris-the-other-black-girl-1202903034/ |access-date=2022-10-04 |website=Deadline |language=en-US}}</ref>—became the new president of Freeform, replacing the departing Ascheim (who left to join [[Warner Bros. Television Studios#Warner Bros. Kids, Young Adults and Classics|Warner Bros. Kids, Young Adults and Classics]]).<ref>{{Cite web |last=Low |first=Elaine |date=2020-05-28 |title=Former Netflix Exec Tara Duncan Named President of Freeform |url=https://variety.com/2020/tv/news/tara-duncan-president-freeform-1234618879/ |access-date=2022-10-03 |website=Variety |language=en-US}}</ref>

In April 2022, the network began a larger expansion into non-scripted programming, announcing the projects ''Day to Night'' (later retitled ''[[The Come Up (TV series)|The Come Up]]''),<ref>{{Cite web |date=2022-08-02 |title=Freeform's NYC-Based Gen Z Series 'The Come Up' Sets Cast |url=https://www.thewrap.com/freeform-the-come-up-new-york-gen-z-cast/ |access-date=2022-10-04 |language=en-US}}</ref> ''Dear Pony: Keep This Between Us'' —a documentary on [[child grooming]] in American high schools, and ''The Deep End''—a documentary on [[Teal Swan]].<ref>{{cite web |last=White |first=Peter |date=April 5, 2022 |title=NYC Reality Series & Amy Berg-Directed Grooming Docuseries Lead Freeform's First Move Into Non-Fiction |url=https://deadline.com/2022/04/nyc-reality-series-amy-berg-directed-grooming-docuseries-lead-freeforms-first-move-into-non-fiction-1234994790/ |access-date=September 18, 2022 |website=[[Deadline Hollywood]]}}</ref><ref>{{Cite web |date=2022-05-11 |title='The Deep End' Trailer: Is This Guru a Savior or a Scammer? |url=https://www.thewrap.com/deep-end-trailer-teal-swan-freeeform-docuseries/ |access-date=2022-10-04 |language=en-US}}</ref>

On September 12, 2022, Freeform underwent a second rebranding initiated by Duncan and designed by Collins, which launched alongside the premiere of ''The Come Up.'' The logo consists of a wordmark with curved cut-outs in its "F" lettering, intended to create [[illusory motion]]s; Freeform's senior vice president of content marketing Joe Ortiz explained that the designs were intended to reflect "the ability to change and an openness to change", and "[create] a sense we are never static and always growing."<ref>{{cite web |last1=Schneider |first1=Michael |title=Freeform Introduces New Logo, The Network's Third Since Switching From ABC Family in 2016 |url=https://variety.com/2022/tv/news/freeform-new-logo-joe-ortiz-tara-duncan-1235386275/ |website=Variety |date=September 28, 2022}}</ref>

On the evening of August 31, 2023, Disney pulled Freeform and the company's other cable networks from [[Charter Communications]]' [[Spectrum (brand)|Spectrum]] cable TV services, which have 14.7 million subscribers, due to a [[Disney–Charter Communications dispute|carriage dispute]].<ref>{{cite web|url=https://www.hollywoodreporter.com/business/business-news/espn-abc-pulled-charter-spectrum-carriage-dispute-1235579642/|title=Disney Channels, Including ABC and ESPN, Go Dark on Charter Spectrum In Major Carriage Dispute|first=Alex|last=Weprin|work=[[The Hollywood Reporter]]|date=August 31, 2023|access-date=September 12, 2023}}</ref> When the dispute was eventually resolved on September 11, the companies announced that Freeform and certain other Disney-owned channels would not be reinstated by Spectrum under their new deal.<ref>{{cite web|url=https://variety.com/2023/tv/news/disney-charter-settle-cable-dispute-espn-monday-night-football-1235719696/|title=Disney, Charter Settle Cable Dispute Hours Before Debut of ESPN's 'Monday Night Football'|first=Brian|last=Steinberg|work=[[Variety (magazine)|Variety]]|date=September 11, 2023|access-date=September 12, 2023}}</ref> Its programming will remain accessible to Spectrum subscribers via Hulu.<ref>{{cite web|url=https://deadline.com/2023/09/archer-final-season-disrupted-disney-charter-deal-its-always-sunny-grown-ish-bluey-impact-spectrum-1235543248/|title='Archer' Final Season Disrupted As Disney-Charter Deal Also Impacts Linear Viewing For 'It's Always Sunny', 'Grown-ish' & 'Bluey'|first=Nellie|last=Andreeva|work=[[Deadline Hollywood]]|date=September 11, 2023|access-date=September 12, 2023}}</ref> Though Disney emphasized that there would be no change to its commitment to the Freeform brand, some analysts expressed doubt about it remaining as a linear channel in future provider negotiations.<ref>{{cite web|url=https://deadline.com/2023/09/disney-commitment-fxx-freeform-reaction-charter-deal-dana-walden-1235543864/|title=Disney Top Executives Assure Staff Of Commitment To FXX, Freeform & Other Cable Nets Dropped By Charter|first=Nellie|last=Andreeva|work=[[Deadline Hollywood]]|date=September 11, 2023|access-date=September 12, 2023}}</ref><ref name="thr-break-bundle">{{cite web|url=https://www.hollywoodreporter.com/business/business-news/disney-spectrum-charter-pay-tv-1235587933/|title=Disney and Charter Avoided Breaking the Pay TV Bundle. Is That Good?|first=Alex|last=Weprin|work=[[The Hollywood Reporter]]|date=September 12, 2023|access-date=September 12, 2023}}</ref>