Fox International Channels (FIC) will use the midseason return of The Walking Dead as a launch pad for its new global rebrand.
The branding initiative will create a cohesive look and feel for all 126 of its channels outside the U.S., available in 33 languages for more than 240 million viewers worldwide.
Kicking off Feb. 9, the large-scale rebrand is meant to enhance what Fox already considers to be a strong brand awareness for its channels. The tagline, “The best first,” reflects its idea of bringing the best that TV has to offer and spreading the fandom worldwide.
Since international outlets have also begun launching new shows within 24 hours of each U.S. premiere, Fox also boasts a 20 percent increase in ratings as well within the last year.
The rebrand will also include FIC’s website and social platforms, including more than 17 million Facebook fans.
“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,” said Liz Dolan, CMO for FIC. “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. As changes and choices proliferate in the marketplace, this positions Fox well for the future.”
Fox’s international channels also consider The Walking Dead a ratings hit, but American Horror Story and The Simpsons also do well with the worldwide audiences. FIC is also currently working on the international launch for the upcoming series, Wayward Pines, this May.
Read more at Variety.
Brief Take: Shows like The Walking Dead owe their worldwide success to FIC, who pushed the day-and-date premiere format successfully for the series’ life span, thereby also making FIC synonymous with successful, hit shows.
[Image courtesy of Fox]
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