FX is returning to its original brand across all of Disney’s linear and streaming platforms around the globe, said Rebecca Campbell, chairman, international and direct-to-consumer, The Walt Disney Company and John Landgraf, chairman, FX on Monday.
Beginning this month, FX-branded exclusive originals as well as next-day shows from the FX linear channel will appear under an FX vertical on Hulu, instead of the more cumbersome “FX on Hulu.” The FX logo will appear on all of the network’s shows across the streamer.
FX content is currently available on Hulu, FX and FXX in the U.S. and on Star Plus in Latin America. It’s available on Disney Plus in all other territories around the goal.
“With more than a billion hours of FX programming viewed on Hulu since the launch of the FX hub, we’ve further cemented Hulu as the home for stories that impact culture, inspire conversation, and connect with viewers in meaningful ways and we’re excited to see the brand evolve to connect with international audiences on Disney Plus and Star Plus,” said Campbell in a statement. “FX’s award-winning adult programming is vital to our services both domestically and internationally and we want to shine a brighter light on the brand within our excellent and rapidly growing portfolio of general entertainment programming for adult audiences.”
“We realized a decade ago that FX would soon no longer be primarily a location, but a rather branded mark of quality that would travel across multiple distribution platforms,” said Landgraf, also in a statement. “For 20 years, we have worked tirelessly to make the FX mark synonymous to the consumer with original programming that is distinctive and excellent as well as entertaining. This change furthers the natural evolution of FX and we are grateful to the Company and our partners at DMED for their belief and investment in FX branded programming. We are confident that the FX brand, wherever the consumer finds it, will continue to deliver the highest quality programs any service has to offer.”
FX on Hulu first launched in March 2020 after Disney completed its acquisition of Twentieth Century Fox, which owned FX. Prior to its home on Hulu, FX content appeared across various streaming platforms, including FX’s now defunct platforms FX Plus and FXNow. Some FX programming, such as Ryan Murphy’s American Horror Story and American Crime Story, still appears on Netflix. (Murphy has an overall deal with Netflix).
FX plans to double its production output in 2022 with a target of 30 new series – 25 scripted and five unscripted – after nearly a two-year slowdown due to the global pandemic. In addition to producing shows through FX Productions (FXP), FX will increase its collaboration with Dana Walden and Disney Television Studios, which is composed of 20th Television, ABC Signature, The Onyx Collective and Searchlight.
FX has been responsible for such series as American Horror Story, The Americans, Archer, The Assassination of Gianni Versace: American Crime Story, Atlanta, Better Things, The Bridge, Damages, Fargo, Feud: Bette and Joan, Fosse/Verdon, Impeachment: American Crime Story, It’s Always Sunny in Philadelphia, Justified, Mayans MC, Mrs. America, Nip/Tuck, The People v. O.J. Simpson: American Crime Story, Pose, Rescue Me, Reservation Dogs, Snowfall, Sons of Anarchy, The Shield, Thief and What We Do in the Shadows.
Since launching its first scripted drama in March 2002 with The Shield, which went on to become first basic cable series to win an Emmy, FX has received 452 Emmy nominations and won 82 Emmys. The FX library currently houses more than 170 seasons and 1800 episodes of television.
Stephanie Gibbons, FX’s president, creative, strategy and digital, multi-platform marketing, is currently co-chair of Promax’s Board of Directors.