The branding geniuses at the Sci-Fi Channel think that in 2009, the name “Sci Fi” is just too geeky sounding.  The solution?  Rebranding as “Syfy.”

To that end, the 16-year-old network—owned by NBC Universal—plans to announce that Syfy is its new name March 16 at its upfront presentation to advertisers in New York.

“What we love about this is we hopefully get the best of both worlds,” Mr. Howe said. “We’ll get the heritage and the track record of success, and we’ll build off of that to build a broader, more open and accessible and relatable and human-friendly brand.”

Sci-Fi Channel execs had long speculated that the channel’s name was holding the network back from becoming everything they thought it could:

“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,” said TV historian Tim Brooks, who helped launch Sci Fi Channel when he worked at USA Network.

But here’s why they think Syfy is totally different:

“It gives us a unique word and it gives us the opportunities to imbue it with the values and the perception that we want it to have,” he said.

“Imagine Greater” will be the network’s new tagline.  Look for the change to take effect during the next six to 12 months.