FX Gets Rid of "FX on Hulu" as it Unifies under One Brand

[JamesG]

FX Unifies Branding Across All Platforms, Drops "FX on Hulu" Moniker as it Ramps Up Output & Goes Global
by Nellie Andreeva
Dec. 6, 2021


FX is joining National Geographic as a singular brand across linear and streaming Disney platforms globally. Beginning this month, the “FX on Hulu” branding will be phased out, with FX programming — exclusive originals as well as next-day shows from the FX linear channels and library content — curated in the new “FX” hub on the streamer.

Additionally, the FX mark will now move above the titles on every one of the network’s shows. (As seen for FX’s venerable comedy series, It’s Always Sunny In Philadelphia)




The FX on Hulu hub was launched in March 2020. It became a streaming destination for FX content, which had been scattered on various SVOD platforms, including the now-defunct FX+/FXNow as well as Netflix which still carries some of the network’s most popular series such as the "American Horror Story" and "American Crime Story" franchises

(Without FX branding, which FX Networks Chairman John Landgraf had taken issue with)




Two years later, FX brass felt that FX’s association with Hulu for streaming already has been established. Additionally, the “FX on Hulu” moniker only works domestically, creating a branding dilemma for FX shows as they stream on Star+ in Latin America and Disney+ in all other international territories.

Now all FX content — original to streaming or second window to cable — will be organized in an “FX” section on any Disney streaming platform inside and outside of the U.S.

https://deadline.com/2021/12/fx-unif...ed-1234884658/