Syfy Embraces The Speculative With Name Change and ‘Warehouse 13′

July 7 ranks as one the more pivotal days in the Sci-Fi Channel’s 16-year history, right up there with the launches of Steven Spielberg’s “Taken” and a dark, vastly unappreciated series called “Battlestar Galactica.”

Indeed, July 7 is the big day that the channel will officially become Syfy, but more on that in a minute.

The date marks also marks an important programming milestone for the network, the premiere of “Warehouse 13,” a somewhat whimsical show that stars Eddie McClintock (“Bones”) and Joanne Kelly (“Vanished”) as federal agents reluctantly assigned to guard a national treasure chest of supernaturally-inclined artifacts.

Also starring “The Shield’s” CCH Pounder as the federal operative in charge of the whole secretive operation, as well as journeyman Saul Rubinek as the facility’s quirky longtime caretaker (think Christopher Lloyd in “Back to the Future”), “Warehouse 13” further takes Sci Fi away from, well, straight science fiction and down a funnier, broader skewing, lighter road that leads to shows like “Eureka.”

.

“Probably ‘Eureka’ is the first one that nailed what we’re trying to do on the head,” says Mark Stern, who in addition to holding the title of executive VP of original programming for the erstwhile Sci-Fi, also holds the moniker of co-head of original content for Universal Cable Productions.

That last title is important. Universal Cable Productions is the same corporate family unit that makes such lighthearted shows as “Monk“,” “Psych” and “Royal Pains” for Sci-Fi’s sibling cable network, USA.

So going forward, what will be the difference between Syfy and USA, anyway?

“Everything we do (at Syfy) has to embrace the speculative,” answers Stern. “We try to stay away from what we call ‘spray-on sci-fi, which would be, say, something that is basically a cop show, but the cops use cool gadgets. The common thread in all our shows is, without the (science fiction element), you couldn’t tell the story.”

While the producers aren’t exactly sure what to call “Warehouse 13” – in a recent conference call with fan bloggers, exec producer Jack Kenny glibly referred to the show as a “procedureomedy” – it certainly seems to match Stern’s described vision of Syfy going forward.

So, if the logline featuring a man-woman federal-agent team and a big secret warehouse conjures up visions of “The X-Files” meets “Indiana Jones,” think the lighter latter more than the darker, more brooding former, Kenny says.

“This feels more like an adventure than what Mulder and Scully went on,” he explains “That was a darker kind of a feel. This is more of an adventure.”

Even “Caprica,” the much anticipated spin-off from one of the most dark, brooding sci-fi series ever made, “Battlestar Galactica,” will reflect Syfy’s new ethos, Stern notes.

.

“The world (of ‘Caprica’) will be much lighter, much more fun and entertaining, much more of a soap opera than ‘Battlestar,’” he say

Make no mistake however, Stern, and pretty much everyone associated with the channel are deeply proud of “Battlestar.” They’re also frustrated a show with such a devoted following of critics and viewers hasn’t broken out bigger, both in terms of overall popularity… and Emmys.

Watch ‘Caprica’ clips and interviews.

Having won a Peabody Award, and with creators Ronald Moore and David Eick recently called onto the floor of United Nations itself to share some of the relevant, groundbreaking human culture insights they expressed over the years through “Battlestar,” Stern concedes the show’s honors to date have been extraordinary.

“You’re sitting there in the U.N., and they’re talking about human rights and child-endangerment in times of war, and you can’t believe (a television show) is being talked about among issues of consequence,” says Stern, who was on hand for that panel. “It was amazing.”

But, at the same time, it’s been a bit frustrating.

“The honors are pretty great, but the show could never break out of that science-fiction ghetto,” he says.

That brings us to the name change, which by most accounts, has been, well, frustrating for the channel, too.

After hiring two outside branding firms, and sifting through 300 names – everything from “Beyond” to “Orb” was suggested – the network arrived on a name that sounded the same but looked different.

Fan sites have been brutal on the network for the decision. So has the TV press. (Do a Google search featuring the words “Syfy” and “stupid” and you’ll see what I mean.)

According to network head Dave Howe, the new moniker was chosen because it was easier to trademark, and that was necessary with the channel expanding to 50 international territories next year, up from its current level of 15.

The generic name “Sci-Fi” cannot be trademarked anywhere in the world, he claims. “It’s a little like Coca-Cola being called ‘Soda,’ or ESPN calling itself ‘Sports,’” Howe explains.

But more than anything, the network’s brass wanted a new name that wouldn’t scream “SCIENCE FICTION!”, and thus, turn off causal, more say, femalish viewers who may not be science-fiction-inclined in the process.

“It gives us a brand name that’s inclusive, that’s not held back by the narrowness of the genre,” Howe says. “It’s human, relatable, and it has a sense of humor.”

More on These Topics: battlestar galactica | Caprica | Syfy | Warehouse 13