At the Webby Awards on Tuesday, Steve Wilhite, creator of the Graphics Interchange Format, asserted his authority in the controversial matter of the proper pronunciation of GIF. His five word acceptance speech for a lifetime achievement award was unambiguous and forceful : "It's pronounced 'JIF,' not 'GIF.'" Proponents of the soft-g cheered, while those in the hard-g camp rejected Wilhite's authority, saying that they will continue to damn well say it as they please.
Source: Why are there two pronunciations for the letter 'G'? - The Week
