The End Must Be Near

For nearly 17 years, it went by the name Sci–Fi Channel — or some variation — but just about a year ago, the name was changed to Syfy.

It began its existence devoted to science fiction and fantasy programming. My interest in those genres is somewhat minimal so I rarely watched Sci–Fi — but I always tuned in on the Fourth of July and New Year's Day to see at least part of the channel's traditional Twilight Zone marathons, which typically ran for two or three days.

I don't know when this tradition began. I first became aware of it about 10 years ago, purely by accident, and I've been watching the marathons ever since. For many years, the channel showed only episodes from the series' original run back in the late 1950s and early 1960s — but last Fourth of July, Sci–Fi devoted half of its three–day marathon to seldom–seen episodes from the series' second run in the mid– to late 1980s.

Just after last year's marathon, the channel changed its name. Why? Well, I can only assume from what I have read that the channel wanted to broaden its appeal. Sci–Fi apparently was too restricting, drawing only the fringe elements of the audience.

Science fiction and fantasy haven't been discontinued on the network, we have been assured, but reality programming and more mainstream entertainment have enhanced roles in the channel's marketing strategy. Hence, World Wrestling Entertainment (WWE) will be added to the lineup in October.

Last year, the founder of the Sci–Fi Channel said, "The name Sci Fi has been associated with geeks and dysfunctional, antisocial boys in their basements with video games and stuff like that, as opposed to the general public and the female audience in particular. ... We spent a lot of time in the '90s trying to distance the network from science fiction, which is largely why it's called Sci Fi."

Presumably, the moniker Syfy — which, apparently, was chosen because it is the way it would be written in a text message — makes the channel appear less geeky and more appealing to mainstream viewers, especially females. It is intended to be visually unique while still pronounced the same, although some have taken to derisively pronouncing it "Siffy."

The change had no discernible influence on the tradition of the New Year's Twilight Zone marathon so it caught me by surprise recently when I went to Syfy's website to look at the Fourth of July schedule to see when my favorite episodes would air.

I was stunned when I found that, while there will be a marathon on that channel for the Fourth of July, it will be dedicated to episodes of The Greatest American Hero.

Maybe the Fourth of July marathon has been moved to another holiday. Maybe it has been discontinued. I don't know.

All I know is, if Syfy wants me to remain in its audience — even in what was my limited, usually twice–a–year way — it's doing all the wrong things.

And if anyone from Syfy is reading this, I have only one word of advice: Bring back Twilight Zone.