By James Caldwell, Torch assistant editor

-- Sci-Fi is officially SyFy today. NBC Universal executives will be ringing the closing bell on Wall Street this afternoon to commemorate the name change.

ECW's TV home has drawn criticism for the name change. They are attempting to draw more viewers to "mainstream-friendly" programming while moving away from content generally viewed to be aimed at sci-fi geeks.

"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," NBC Universal president David Howe told TV Week about the name change.

Executives say they want to be able to market products toward families and kids beyond TV fare on the channel. They claim it's too difficult to reach the market when "Sci Fi" is part of the TV channel brand name.

"We need an umbrella brand we can attach to new businesses: Sci Fi games, Sci Fi kids. It does no use to attach 'Sci Fi,' because there are hundreds of sci-fi websites and sci-fi publications," Howe said. "So it's changing your name without changing your name."

Link: Read this excellent blog on minyanville.com explaining Sci-Fi "geek" perspective.

-- Broadcasting & Cable published a story last week on cable channel FX wanting to grab more viewers with sports-related programming. FX wants to compete with the likes of USA Network, TNT, and Spike TV, which all have sports-related programming boosting TV ratings.

The story raised eyebrows for this quote related to the pro wrestling industry: "FX can maintain its perch as the fifth-highest-rated basic cable network in core demos with its current strategy, but if the network is going to move up, it needs wrestling, playoff baseball, a Thursday package of NFL games, a NASCAR package - something."

The question is whether WWE or TNA would shift (or create new) programming on FX or whether another player could enter.

WWE chairman Vince McMahon said earlier this year he would like to add another WWE show on Wednesday nights to have programming every night of the week. TNA could also be looking to expand its TV offerings after recently filming pilot episodes of the Spin Cycle show.

Link: B&C report.

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