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“A New Channel, FXX, Hopes to Extend the FX Brand”

“A New Channel, FXX, Hopes to Extend the FX Brand”. By Stuart Elliot Wall Street Journa l. FX Networks, part of News Corporation is launching a new channel in September called FXX Channel will be aimed at viewers between the ages of 18 to 34 FX aimed at viewers between 18 to 49

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“A New Channel, FXX, Hopes to Extend the FX Brand”

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  1. “A New Channel, FXX, Hopes to Extend the FX Brand” By Stuart Elliot Wall Street Journal

  2. FX Networks, part of News Corporation is launching a new channel in September called FXX • Channel will be aimed at viewers between the ages of 18 to 34 • FX aimed at viewers between 18 to 49 • FX Movies, or FXM is aimed at viewers 25 to 54 • Begin with three original comedies that are currently airing on FX • “It’s Always Sunny in Philadelphia” • “The League” • “Legit” • The show, “Totally Biased With W. Kamua Bell” will expanded to a weekly late-night show on FXX • Planning for four new original series in 2013, and 6 new shows in 2014 • Airing reruns of broadcast shows • Parks and Recreation • Arrested Development • Also run movies like FX • Possibly taking over the Fox Soccer Channel Summary

  3. John Landgraf, president and general manager said goal is to have consumers view three channels as “three adult siblings from the same family.” • Launching 25 new shows over the next 3 years • Challenge broadcast networks like ABC, NBC, and CBS • Also planning on introducing FX Now • Programming from FX, FXX, and FXM available to subscribers on mobile devices and tablets • Marketing it as something like Amazon Prime and Netflix • For the first three days after programming FX Now will have the same commercials as if watching on television • After three days, commercials on FX Now will drop to 10 30 second advertisement breaks • Bruce Lefkowitz, executive vice president for Fox Cable Entertainment Group, said “The intent is to obviate DVR usage” Summary

  4. Importance of staying up to date in the industry that a business is in • Offer FX Now with its programming, like ABC and NBC does with Hulu • Know your target audience • Air programs and movies that are popular with their current audience • Be able to understand needs of your advertisers and your consumers • DVRs are bad for commercials, so offering another way to advertise to consumers through FX Now • Consumers want to be able to watch TV on different mobile devices Relation to Advertising

  5. Mobile marketing, FX is offering its advertisers a new way to reach out to its viewers by offering FX Now where they can advertise to consumers • Brand extension, FX is expanding its brand by adding FXX to its channel line up • Also offering new television shows • Positioning, marketing channel at its target audience by playing television programming and movies that appeal to their audience • Target Markets, clearly defined target audience • Repositioning, if the change Fox Soccer Channel to FXX than FX is repositioning that channel from sports to actual television shows Textbook Material

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