Fox International Channels (FIC) is to consolidate all of its 126 Fox channels outside the US under a single brand positioning and network package on February 9.
The move will take place in conjunction with the return of Fox’s international hit The Walking Dead.
According to FIC, its brand strategy reflects the channel brand’s growing dominance in the international television marketplace, as well as the importance of branding in an increasingly fragmented environment.
It adds that the rebrand is unprecedented in scale and comes against the backdrop of a 20% increase in its channel ratings last year.
Fox also points to a survey undertaken by Phoenix Marketing International that shows Fox continuing to be the number one network in brand awareness (95%) and brand strength worldwide. It outscored such brands as Discovery, Disney, Warner Brothers and NBC Universal, as well as Netflix.
Hernan Lopez, president and CEO, FIC, said: “What makes Fox exceptional is our ability to offer viewers all over the world the best shows in the world, and deliver them first, well before anyone can see them anywhere else.
“This power to bring the best first is the definition of the Fox brand across all platforms both linear and non-linear and it is what inspires so much viewer loyalty.”
The new Fox brand strategy also includes consolidating all the Fox Facebook pages outside the US into one global community, with more than 17 million fans.
Liz Dolan, chief marketing officer, FIC, added: “All of our latest consumer information tells us that viewers think of Fox as a true brand, not just another linear channel on their electronic program guide. They count on us not only for the best content but on our ability to bring it to them first, fast and on any device they choose to use.”
