Folks interested in cable network strategies in general, or in FX in particular should check out a piece in Multichannel News today, on FX’s evolving strategy of producing more original television and using movie premieres to promote its line up. Here’s just a snippet:
For years, the most popular cable networks built their lineups on the backs of highly-rated off-network broadcast shows, slowly infusing the schedule original programming of their own.
One network has pitched that strategy — which, until recently, has nourished ratings — in the trash.
News Corp.’s FX is betting that a lineup of pure original programming, coupled with top-tier theatrical films, will catapult the network to upper echelon of cable networks reaching advertiser-coveted 18-to-49-year-olds.
FX’s unprecedented lineup of 11 originally-produced, scripted series, launching over the next 12 months, involves a variety of character-based storylines, including an old-fashioned lawman who doles out his own brand of justice in the Midwest (Justified); a struggling comedian who deals with his divorce through a mix of standup routines and sketches (Louis); a former boxing champ who struggles with life outside the ring (Lights Out); and an animated, cocky super-spy who employs curious methods to nab villains (Archer).
And over the next two years, the network will showcase an incredible lineup of more than 100 commercial-television premieres, including the rights to Avatar, now the top movie of all time in worldwide box-office grosses.
via Multichannel News.