Gone is the name “FX on Hulu” as John Landgraf further expresses the importance of branding.
“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,” Landgraf said in a release announcing the news Monday. “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.
The brand emphasis arrives as FX continues to increase its output of scripted originals, with the brand expected to double its programming roster next year to grow to 30 shows, with 25 of them scripted. FX Productions, the internal studio overseen by Landgraf, will further collaborate with other areas of the Disney fold including Dana Walden’s Disney Television Studios, which encompasses 20Television, ABC Signature, the recently launched Onyx Collective and Searchlight.
“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+ and Star+,” said Rebecca Campbell, chairman of Disney’s direct to consumer and international.
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