Hindriks
Fox International Channels (FIC) is setting up shop in Estonia. The News Corp-owned operation is basing its new Baltic regional headquarters, Fox International Channels Estonia OÜ, in Tallinn. The new company will be responsible for all operational and programming functions for FIC’s existing Baltic channels, including: Fox Life, Fox Crime, National Geographic Channels.
It is the latest in a series of moves towards further localisation in the region. In June 2009 FIC became the first international pay-TV service in the region to establish a sales and marketing presence in Tallinn. The local agency was owned and managed by Karoli Hindriks, who in December became FIC’s regional manager for the Baltic states.
In January 2011 Fox Life, Fox Crime and National Geographic Channel reached almost 700,000 households in Estonia alone, and holding close to a5% audience share in the female 18-49 target. “We look at these numbers and realise there is significant appetite in the region for well programmed and locally marketed television,” said Hindriks. “We’re already a significant provider of this type of quality content and believe that through increased local presence, we can satisfy our audiences even further.”
Hindriks will report to Ase Ytreland, Managing Director of Fox International Channels for Nordic & Baltic Region, who commented that a local operation was critical to the understanding of viewers and partners alike. “It’s a natural step for us to open a local FIC office in Tallinn, allowing our local staff to continue to build a solid foundation for further growth in the region.”
