By Stuart Elliot Wall Street Journa l Summary 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 ID: 162253
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“A New Channel, FXX, Hopes to Extend the FX Brand”
By Stuart Elliot
Wall Street Journa
lSlide2
Summary
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
ChannelSlide3
Summary
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
P
rogramming 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”Slide4
Relation to Advertising
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 devicesSlide5
Textbook Material
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