— a piece of brand-management microsurgery many people probably won’t even notice.
“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,” Rebecca Campbell, Disney’s chairman, international and direct-to-consumer, said in announcing the change.
In January 2020, FX chairman John Landgraf had said “the brand hit a ceiling” on basic cable and touted the “FX on Hulu” strategy as giving it entrée to Hulu’s millions of subscribers. “I think it’s going to make the FX brand actually more valuable really, because I think it’s going to penetrate more deeply into American culture,”. On Hulu, since the FX hub launched in early 2020, users have watched more than 1 billion hours of FX programming on the streamer, according to Disney.
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