FIC Reveals Rebranding, New Strategy for FOX

LOS ANGELES: As of February 9, FOX International Channels (FIC) will consolidate all of its 126 FOX channels outside the U.S. under a single brand positioning and network package.

This worldwide simultaneous rebranding will take place in conjunction with the return of the megahit series The Walking Dead. The new FOX brand strategy is reflective of the channel brand’s growing dominance in the international marketplace. A recent survey, commissioned by FIC and conducted in Q4 2014 by Phoenix Marketing International, revealed that FOX continues to be the number one network in brand awareness and brand strength worldwide.

The move also includes consolidating all the FOX Facebook pages outside the U.S. into one global community, with a combined 17 million-plus fans.

Outside of the U.S., FOX entertainment reaches 244 million households in 126 countries and 33 languages. In addition to The Walking Dead, some of FOX's biggest international hits include American Horror Story and The Simpsons. Coming up, FOX has slated a global day-and-date launch for the psychological thriller Wayward Pines, premiering in May.

“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,” said Hernan Lopez, the president and CEO of FOX International Channels. “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.”

“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,” added Liz Dolan, the chief marketing officer at FIC. “As changes and choices proliferate in the marketplace, this positions FOX well for the future.”