Re: FX launching FXX, FX Movie Channel, replacing FOX Soccer, will double number of original series

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Mar 28, 2013, 9:36:20 PM3/28/13
On Mar 28, 6:00 am, David <> wrote:
> FX Officially Unveils FXX Channel To Launch In September, Launches New
> Branding Campaign
> At its upfront presentation, FX brass confirmed the conversion of Fox
> Soccer into a third FX-branded entertainment network, FXX, available
> in 74 homes, and an expansion of FXM (movie channel). It will launch
> Sept. 2. The expansion across the three FX networks will be supported
> by a big increase in original programming. FX president John Landgraf
> projected that FX would double its original offerings to 25 original
> series within the next few years to achieve parity with ABC, NBC and
> CBS.
> The three channels will target different demographics. FX will
> continue to cater to adults 18-49, FXX will target adults 18-34 and
> FXM will go after adults 25-54. “They will share DNA and similar
> sensibilities for viewers interested in smart, cutting edge
> programming.” FX will ramp up its drama portfolio from 3 to 7 dramas
> and 4-6 comedies. FXX, which will be more comedy focused, will launch
> with 4 original comedies, with the number rising to 6. Gradually, FXX
> will add drama and late-night programming. FXM’s original programming
> will be built around limited event series, part of FX-Fox’s joint
> initiative in the genre.
> The network makeover will come with a new branding campaign as FX
> changes its logo to FX Fearless.

The FXX move seems like an attempt to class-up the FX brand, while
also raking in lucrative young male ad revenue for FXX. PLUS: Why
another cable channel?


Mar 29, 2013, 9:39:30 PM3/29/13
> The FXX move seems like an attempt to class-up the FX brand, while
> also raking in lucrative young male ad revenue for FXX. PLUS: Why
> another cable channel?

Over the last couple of years, Fox Soccer has been losing major
properties that are to key to its programming. It first lost the
secondary contract to Major League Soccer to NBC just before last
season. Then last year, it lost the rights to the English Premier
League again to NBC. EPL represents a major portion of Fox Soccer's
schedule. When the EPL goes to NBC in August, Fox Soccer will be
without the league that helped define the specialty channel dating
back to 1997 when it was known as Fox Sports World.

So it comes as no surprise that Fox will kill off Fox Soccer on
September 2 and convert it to an entertainment companion channel to
FX, rebranding it as FXX. Fox Sports had previously announced that
UEFA Champions League, Europa League, FA Cup and CONCACAF games will
be moving to Fox Sports 1. The new channel will also air FIFA World
Cup games starting in 2015. Other programming that had been aired on
Fox Soccer and sister channel, Fox Soccer Plus, will also be folded
into Fox Sports 1, the anticipated Fox Sports 2 and FoxSports2Go, an
online app that will be unveiled in conjunction with the August launch
of FS1.

FXX will become the home of FX comedies "It's Always Sunny in
Philadelphia" and "The League" as Fox hopes to attract viewers in the
18-34 demographic. FX will become more adult and continue to air
dramas like "Justified" and "The Americans."

Fox Soccer was launched in 1997 as Fox Sports World and aired not just
soccer, but Australian Rules Football, rugby and various other sports
not available on the major networks. It rebranded as Fox Soccer
Channel in 2005 eventually dropping "Channel" in 2011.

Fox Soccer was a victim of its own success. It provided wall-to-wall
coverage of the sport with shows like Fox Football Fone-In, Fox Soccer
News, Goals on Sunday and the innovative Relegation Sunday when it and
other Fox networks covered every EPL game on the last day of the
2011-12 season. Over the last few years, ratings had gone up and fans
found it as a destination. But as it began losing properties to NBC
and the upstart beIN Sport, sustaining Fox Soccer as a standalone
became more difficult. So Fox Soccer will die a slow death until
September when it changes over. At least Fox is not getting out of the
soccer business, but the channel will be missed.
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