Cable Upfronts 2010: FX Eyeing Broader Reach
Network Positions Itself Against USA, Turner Networks
Alex Weprin (Broadcasting & Cable) -- Multichannel News, 4/7/2010 12:08:29 PM
FX, a brand built on edgy programs with complex, dark protagonists like those in The Shield and Nip/Tuck, is changing gears and moving more mainstream in a bid to add viewers and advertisers.
In its upfront pitch to agencies over the next few weeks, the cable network is positioning itself against cable leaders TNT, TBS and USA.
In the presentation, the network will present a slide featuring all of its current and upcoming programming on a continuum, with its edgiest material (It's Always Sunny in Philadelphia, Sons of Anarchy) towards the left side, and some of its more mainstream shows (the upcoming Terriers and Lights Out) on the right, with the other shows spread between them.
"I think it is important to talk about the originals in basic cable as a continuum, from the edgy, adult side of it, which we cornered the market with The Shield and Nip/Tuck, to the other end of the spectrum, which would include The Closer or White Collar," said Bruce Lefkowitz, executive VP of Fox Cable ad sales. "We are never going to be all the way to the right side, we are never going to do The Closer, because that is not what audiences come to FX for, but we have earned the right to move a little bit more to the right."
In addition to Terriers and Lights Out, FX will bow comedy Louie. In March, it bowed Justified, the network's top premiere when DVR viewers are factored in.
Acquisitions, both theatrical and off-network are also key to the network's stated goal of becoming the top entertainment cable channel. Lefkowitz said FX's investment in acquired films, like Iron Man and Avatar, tops $600 million.
"We are now, lock, stock the movie destination through 2014-2015," Lefkowitz said.
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