(CNN) -- Dave Howe, the president of the Sci Fi Channel, knows that many people will be upset.
On Tuesday, the Sci Fi Channel changes its name to Syfy -- pronounced "sigh-fie," the same as the current name -- a moniker that's attracted its share of mockery since its announcement three months ago. The idea is to expand Sci Fi's audience, but some members of that audience have expressed their displeasure.
"Perhaps the most ill-advised branding move since New Coke," wrote CNet's "Digital City" blogger Dan Ackerman.
Even some of Sci Fi's own SciFi.com commenters were dismissive.
"This is a terrible idea," Grateful Josh wrote.
"You mean the announcement wasn't an April Fool's joke?" Sue Lee asked, adding that the channel should have changed its name to "FRAK," a common expletive on Sci Fi's popular "Battlestar Galactica." Some critics have taken to pronouncing the new name "Siffy."
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