With the number of original scripted shows set to pass the 400 mark by the time 2015 comes to a close, FX Networks CEO John Landgraf used his appearance at the annual summer critics gathering on Friday in Los Angeles to state what some frustrated viewers may think is obvious: “There is simply too much television.”

The upcoming 2015-16 season will represent “Peak television in America,’ Landgraf argued.

After that, we’ll see the number of series and channels begin to decline [Landgraf said FX itself would not breach the ceiling of 20 original series that they currently have on the air].

Brands, Landgraf told the critics, will become “increasingly important as mediating filters.”

Viewers will look to brands for the content they want to consumer, regardless of platform.

And if your brand isn’t clearly defined in the public’s eyes, you may have trouble surviving the bursting of the content bubble.

He name-checked HBO, Showtime, AMC, and Netflix—as well as the Big Four broadcasters and PBS as either “meaningful” or “potent” brands that will survive the transition.

“I think you will see this brand effect take place over the next 5-10 years,” Landgraf said.

Outside of the executive session, FX unveiled a number of programming and content announcements Friday including:

-Louis C.K. is taking another hiatus from his FX series Louie. Says Landgraf: “After writing, directing, starring in and mostly editing 61 episodes of television, he’s anxious to take a break from the show and work on other things.”

-The Strain was renewed for a third season.

-A number of premiere dates were set including: The Bastard Executioner (Sept 15, Tuesdays at 10p.m., two-hour premiere); American Horror Story: Hotel (October 7, Wednesdays at 10 p.m.); and Fargo (October 12, Mondays at 10 p.m.).

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