Highlights of the autumn schedule include a new reality TV show 'Mad Mad House', 'Babylon 5' and a third series of US ratings hit 'The Dead Zone'.
The campaign begins on September 3 and includes TV, print and radio advertising as well as PR and guerrilla marketing, which aims to present a humorous yet down-to-earth look at the channel, using real people for the first time.
The campaign has been created by Quiet Storm, which was appointed earlier this month following a competitive pitch.
The agency's appointment follows a 拢2m repositioning of the channel to take it more into the mainstream.
The TV ads will roll out across Sky One, ITV2, MTV, E4 and Living TV. The print campaign includes a horoscope spoof in OK! magazine and classified-style ads in Heat magazine.
The radio campaign carries on the testimonial style of the TV campaign and will encourage people to carry out challenges similar to those contestants have to face in the TV show, 'Mad Mad House.' Media is being handled by Rocket.
The channel is also organising competitions, with the winners having the chance to be the voice of the Sci-Fi Channel or feature in on-air TV promotions.
Eleanor McBrien, Sci-Fi Channel marketing director, said: "Over the next few months, we'll be taking an affectionate look at people's individual quirks and opinions on all things sci-fi.
"Our brand personality will burst through everything we do -- from sales presentations right the way through to how we provide basic tune-in information. We're here to say 'it's OK, the 59m or so of you can come out of the geek closet now'."
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