FOX Retro Delivering Big for Pay TV in Italy

ROME/LONDON: FOX International Channels’ (FIC) FOX Retro, which launched two years ago, has been a strong performer for Sky Italia, ranking among the top 10 most-watched entertainment networks on the platform.

FOX Retro ended January 2011 as the eighth most-watched entertainment network among Sky Italy’s 32-strong bouquet, reaching number six in total day among the commercial target. The channel yielded one of the highest values of average time spent among all Sky Italia subscribers in the 15-to-54 prime-time demographic, with 34 minutes. For the month of January, the channel won 1-percent share of total TV and 4.5-percent share of pay in total day. This marks a year-on-year growth of 39 percent in total day, and an increase of 116 percent in total individuals for the prime-time slot.

The general-entertainment channels puts a modern spin on vintage television. The programming mix includes classics such as Starsky&Hutch, Kojak, Battlestar Galactica, Magnum PI, Love Boat, Miami Vice, M*A*S*H and The Dukes of Hazzard.

Diego Londono, the president of FOX Channels Italy and FOX Channels Germany, commented: "There is no doubt that first runs series offer great pay-TV value. However, FOX Retro’s success story confirms, that giving endearing and well-known TV series a dedicated home also adds value to the audience, the platform and the channel. A consistent and clear programming strategy together with a strong brand and an innovative marketing mix can lead to a destination where viewers today can enjoy great television from any era. Due to its tremendous success in Italy, we are currently exploring further launch opportunities within the European market.”