FIC consolidates FOX channels' branding outside the US

FOX International Channels (FIC) will consolidate all of its 126 FOX channels outside the United States under a single brand positioning and network package.

This worldwide rebrand will take place in conjunction with the return of FOX’s international hit The Walking Dead. The change is set to kick in on 9 February. Excluding the US market, FOX entertainment currently reaches 244 million households in 126 countries and 33 languages.

The new FOX strategy is aimed at reflecting the brand’s growing dominance in the international television marketplace.

It also aims to address the importance of branding in an increasingly fragmented environment. The move builds upon findings from an on-going worldwide brand study, commissioned by FIC, to measure the strength of channel in 24 countries outside the US.

The most recent survey, conducted in Q4 2014 by Phoenix Marketing International, shows that FOX continues to be the #1 network in brand awareness and brand strength worldwide. In a statement to the press, FOX said it delivered 95% brand awareness, and beat all others for overall brand strength. 

It added that its aggressive strategy of launching global hits on the same day and date with the United States has resulted in ratings for the channels growing 20% internationally in the last year. FOX also claimed that other brands it outscored included Discovery, Disney, Warner Brothers and NBC Universal as well as newcomers like Netflix.

Hernan Lopez, president and CEO, FOX International Channels said: “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, propelling the FOX brand page to an all-time high of more than 17 million fans.  This will allow every user in a local market to get a targeted combination of FOX content created in their local market with FOX’s global marketing messages and short form content.

“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,” said Liz Dolan, chief marketing officer, FIC.

“As changes and choices proliferate in the marketplace, this positions FOX well for the future.”